Marketers in the Dairy market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Dairy market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As China undergoes rapid development and population dynamics start to take effect, being able to capitalize early on the new emerging consumer behaviors will be fundamental to future growth. This makes early identification of the consumer groups and trends driving market behavior essential.
What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups - providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Scope
Consumer survey data for the following specific categories: the Butter & Spreadable Fats, Cheese, Cream, Milk, Puddings/Desserts and Yoghurt markets.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique organized retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.
Key Highlights
No age group consumes Dairy products disproportionally in China, with consumption patterns closely matching the demographic make-up of the country.
Not only do a large proportion of Chinese consumers, in certain categories at least, highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumer are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.
Private label products are a relatively low share of the Dairy market in China, with the highest penetration recorded in the Cream category where 23% of volume distributed was private label. However private label shares are expected to grow as the Chinese retail environment matures and concentrates, and this is further supported by the fact that 29% of consumers in China quoted Better value for money as a specific trend influencing their Diary consumption.
Table of Contents
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
7.3.6 New Cooperation Joint-stock trade chain CO., Ltd. Switching Analysis
7.3.7 Tesco China Switching Analysis
7.3.8 Trust Mart Switching Analysis
7.3.9 Wal-Mart Super center, China Switching Analysis
7.3.10 Wuhan Zhongbai Group Co., Ltd. Switching Analysis
7.3.11 Wumart Stores. Group Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Dairy, by Retailer Used
7.4.1 A-Best Supermarket Co., Ltd
7.4.2 Carrefour China
7.4.3 Dashang Group
7.4.4 Tesco China
7.4.5 Trust Mart
7.4.6 Wal-Mart Super center, China
7.4.7 Wuhan Zhongbai Group Co., Ltd.
7.4.8 Wumart Stores. Group
7.4.9 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List of Tables
Table 1: Volume Units for the Dairy Market
Table 2: Foreign Exchange Rate - CNY Vs. US$, 2011
Table 3: China Survey Respondent Profile (weighted), 2011
Table 4: China Dairy Value Share (%), by Age Groups, 2011
Table 5: China Dairy Value Share (%), by Gender, 2011
Table 6: China Dairy Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: China Dairy Value Share (%) by Education Level Achieved Groups, 2011
Table 8: China Dairy Value Share (%) by Wealth Groups, 2011
Table 9: China Dairy Value Share (%) by Busy Lives Groups, 2011
Table 10: China Butter & Spreadable Fats Consumer Group Share (% market value), 2011
Table 11: China Cheese Consumer Group Share (% market value), 2011
Table 12: China Cream Consumer Group Share (% market value), 2011
Table 13: China Milk Consumer Group Share (% market value), 2011
Table 14: China Puddings/desserts Consumer Group Share (% market value), 2011
Table 15: China Yoghurt Consumer Group Share (% market value), 2011
Table 16: China Total Butter & Spreadable Fats Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: China Total Cheese Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: China Total Cream Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: China Total Milk Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: China Total Puddings/desserts Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: China Total Yoghurt Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: China Butter & Spreadable Fats Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: China Butter & Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: China Cheese Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: China Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: China Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: China Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: China Milk Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: China Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: China Puddings/desserts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: China Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: China Yoghurt Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: China Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: China Butter & Spreadable Fats Consumer Profiles (% consumers by sub-group), 2011
Table 35: China Cheese Consumer Profiles (% consumers by sub-group), 2011
Table 36: China Cream Consumer Profiles (% consumers by sub-group), 2011
Table 37: China Milk Consumer Profiles (% consumers by sub-group), 2011
Table 38: China Puddings/desserts Consumer Profiles (% consumers by sub-group), 2011
Table 39: China Yoghurt Consumer Profiles (% consumers by sub-group), 2011
Table 40: China Dairy Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 41: China Butter & Spreadable Fats Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 42: China Cheese Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 43: China Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 44: China Milk Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 45: China Puddings/desserts Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 46: China Yoghurt Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 47: China, Overall Dairy: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 48: China, Butter & Spreadable Fats: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 49: China, Cheese: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 50: China, Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 51: China, Milk: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 52: China, Puddings/desserts: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: China, Yoghurt: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: China Dairy Market Value (Yuan Renminbi million), by Category, 2011
Table 55: China Dairy Market Value (US$ million), by Category, 2011
Table 56: China Dairy Market Volume (Kg m), by Category, 2011
Table 57: China Dairy Market Share (US$ million), by Category, 2011
Table 58: China Dairy Expenditure Per Capita (Yuan Renminbi), by Category, 2011
Table 59: China Dairy Expenditure Per Capita (US$), by Category, 2011
Table 60: China Dairy Expenditure Per Household (Yuan Renminbi), by Category
Table 61: China Dairy Expenditure Per Household (US$), by Category
Table 62: China Dairy Market Volume Share (Kg m), by Category, 2011
Table 63: China Dairy Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 64: China Dairy Consumption Per Household (Kg m / Households m), by Category, 2011
Table 65: China Dairy Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
Table 66: China Butter & Spreadable Fats Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 67: China Cheese Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 68: China Cream Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 69: China Milk Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 70: China Puddings/desserts Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 71: China Yoghurt Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Table 72: China Switchers to A-Best Supermarket Co., Ltd for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: China Switchers From A-Best Supermarket Co., Ltd for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: China Switchers to Carrefour China for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: China Switchers From Carrefour China for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: China Switchers to Dashang Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: China Switchers From Dashang Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: China Switchers to Metro Cash & Carry for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: China Switchers From Metro Cash & Carry for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: China Switchers to New Cooperation Joint-stock trade chain CO., Ltd. for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: China Switchers From New Cooperation Joint-stock trade chain CO., Ltd. for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: China Switchers to Tesco China for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: China Switchers From Tesco China for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: China Switchers to Trust Mart for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: China Switchers From Trust Mart for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: China Switchers to Wal-Mart Super center, China for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: China Switchers From Wal-Mart Super center, China for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 88: China Switchers to Wuhan Zhongbai Group Co., Ltd. for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: China Switchers From Wuhan Zhongbai Group Co., Ltd. for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: China Switchers to Wumart Stores. Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: China Switchers From Wumart Stores. Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: China Switchers to Other for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 93: China Switchers From Other for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 94: China Profile of Dairy Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2011
Table 95: China Profile of Dairy Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2011
Table 96: China Profile of Dairy Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2011
Table 97: China Profile of Dairy Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2011
Table 98: China Profile of Dairy Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2011
Table 99: China Profile of Dairy Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2011
Table 100: China Profile of Dairy Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2011
Table 101: China Profile of Dairy Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2011
Table 102: China Profile of Dairy Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: China Dairy Value Share (%), by Age Groups, 2011
Figure 3: China Dairy Value Share (%), by Gender, 2011
Figure 4: China Dairy Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: China Dairy Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: China Dairy Value Share (%) by Wealth Groups, 2011
Figure 7: China Dairy Value Share (%) by Busy Lives Groups, 2011
Figure 8: China Butter & Spreadable Fats Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: China Butter & Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: China Cheese Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: China Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: China Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: China Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: China Milk Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: China Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: China Puddings/desserts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: China Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: China Yoghurt Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: China Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: China Dairy Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 21: China Dairy Market Share (US$ million), by Category, 2011
Figure 22: China Dairy Expenditure Per Capita (US$), by Category, 2011
Figure 23: China Dairy Expenditure Per Household (US$), by Category
Figure 24: China Dairy Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
Figure 25: China Butter & Spreadable Fats Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 26: China Cheese Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 27: China Cream Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 28: China Milk Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 29: China Puddings/desserts Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 30: China Yoghurt Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
Figure 31: China People Who Have Switched Retailer for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
