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市場調査レポート

ヨーグルトの中国市場

Yogurt - China - August 2015

発行 Mintel China 商品コード 268441
出版日 ページ情報 英文
納期: 即日から翌営業日
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ヨーグルトの中国市場 Yogurt - China - August 2015
出版日: 2015年08月31日 ページ情報: 英文
概要

ヨーグルトを飲む体験を豊かにするための革新により、ヨーグルトはより多くの日常的な場面において消費されるようになることから、その成長はさらに促進されます。その一方で、各ビジネスは消費者の特定のニーズを満たす、より魅力的な製品を提供することによって、新たな市場部門に市場機会を見出すことができます。各メーカーは製品のメリットを消費者に納得させるために、詳細な製品情報を提供することが求められます。中国の消費者は、ヨーグルトが健康にもたらす恩恵と楽しい食経験を享受しており、ヨーグルト市場は今後も順調に成長することが見込まれています。

当レポートでは、中国のヨーグルト市場について調査分析しており、市場の課題および考察、市場規模・予測、市場分類、市場シェア、技術革新、主要メーカーとブランドについて検証するほか、多様な消費者動向に関する分析をまとめています。

第1章 イントロダクション

  • 定義
  • 調査手法
  • 略語

第2章 エグゼクティブサマリー

第3章 課題と考察

  • 軽食としてのヨーグルトは市場においてはまだ空白部分
  • 消費者の洗練度が高くなっている中、商品の魅力を強化するためには詳細情報が必要
  • 様々な分野において特殊な商品が楽しみおよび健康ニーズを満たしている

第4章 市場規模・予測

  • 重要ポイント
  • アンビエントヨーグルトの売上が順調な成長を促進
  • 消費におけるさらなる成長の見通し
  • 2015-2020年の期間に適度な2桁成長が見込まれる
  • 市場予測手法

第5章 市場分類

  • 重要ポイント
  • ヨーグルト飲料が主流だが成長は鈍化
  • スプーンで食べる味付きヨーグルトが消費者の甘い体験ニーズを満たす可能性がある
  • 成長に大きく貢献したアンビエントヨーグルト

第6章 市場シェア

  • 重要ポイント
  • 中国のヨーグルト市場は再編中
  • 主要ブランドは革新的であることによってその地位を維持
  • Yoplaitの参入は成長している中国のヨーグルト市場で利益を得るという国際的な大手企業の野心を示している

第7章 誰が革新を進ませるのか

  • 重要ポイント
  • 2014年には新しい種類が新製品投入数を超える
  • スプーンで食べるヨーグルトはより高い可能性のある部門
  • 各メーカーはプロバイオティクスを推進することによって差別化を始めている
  • 子供および55歳以上など、特定の市場部門をターゲット化
  • 生乳から生成していることが新たな製品の特徴となってきている
  • パッケージが棚の上でヨーグルトを目立たせる
  • フレーバー(風味)に革新の余地あり
  • ヨーグルトの分類におけるハングリーマーケティング
  • ブランド提携がカテゴリー横断の楽しみをもたらす

第8章 主要メーカーとブランド

  • China Mengniu Dairy Company Limited
  • Inner Mongolia Yili Industrial Group Co., Ltd.
  • Bright Dairy and Food Co., Ltd.
  • ヤクルト本社
  • General Mills, Inc
  • Wei-Chuan Foods Corp
  • Green's Bioengineering (Shenzhen) Co., Ltd
  • Meiji Dairies (Suzhou) Co., Ltd

第9章 消費者動向 - ヨーグルトおよびヨーグルト飲料を消費する理由

第10章 消費者動向 - 好まれるヨーグルトの種類

第11章 消費者動向 - ヨーグルトおよびヨーグルト飲料の購買チャネル

第12章 消費者動向 - プレミアム化の機会

第13章 消費者動向 - 異なる種類のヨーグルトの認識

第14章 消費者動向 - ヨーグルトおよびヨーグルト飲料の購買行動と対する態度

第15章 消費者動向 - 都市消費者

付録

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目次

“Innovation to enrich an indulgent yogurt-drinking experience will drive further growth, since yogurt will be consumed on more casual occasions. Meanwhile, businesses can seek opportunities in different market segments by providing more appealing products to fulfil consumers' specific needs. Manufacturers are required to provide detailed product information to convince consumers about the product benefits.” - Karen Liu, Senior Research Analyst

This report looks at the following areas:

  • Drinking yogurt is liquid in nature, with a consistency too thin to consume using a spoon, and includes natural, flavoured and probiotic drinking yogurt and yogurt-type drinks.
  • Spoonable (natural) yogurt is plain-flavoured yogurt with a condensed texture to be consumed using a spoon.
  • Spoonable (flavoured) yogurt is flavoured yogurt with a condensed texture to be consumed using a spoon. Yogurt with added fruits/vegetables/nuts is also included in spoonable yogurt.

The yogurt market is forecast to grow at a steady pace thanks to Chinese consumers' appreciation of its health benefits and enjoyable eating experience.

Further growth opportunities exist not only in education about more advanced health benefits via engaging communication stories about product ingredients, but also in expanding to more casual occasions to compete with RTD beverages and indulgent products (eg snacks) by leveraging the healthy image of yogurt and amplification of the indulgence factor via flavours and formats.

Table of Contents

Introduction

  • Definition
  • Methodology
  • Abbreviations

Executive Summary

  • The market
    • Figure 1: China yogurt market, retail volume and value sales, 2010-15
    • Figure 2: China yogurt market, retail sales, by volume, 2010-20
    • Figure 3: China yogurt market, retail sales, by value, 2010-20
    • Figure 4: Volume share and value share of China retail yogurt market, by segment, 2015
  • Companies and brands
    • Figure 5: Top 10 companies' market shares in the China retail yogurt market, by value, 2013 and 2014
  • The consumer
  • Different purposes of consuming yogurt and yogurt drinks
    • Figure 6: Purpose of consuming yogurt and yogurt drinks, April 2015
  • Preference of different yogurt types
    • Figure 7: Consumer preferences of different types of yogurt, April 2015
  • Purchase channel of yogurt and yogurt drinks
    • Figure 8: Purchase channel of yogurt and yogurt drinks, April 2015
  • Opportunities for premiumisation
    • Figure 9: Product features that drive premiumisation, April 2015
  • Perception of different types of yogurt
    • Figure 10: Consumer perception of different types of yogurt, April 2015
  • Purchase behaviour of and attitudes towards yogurt and yogurt drinks
    • Figure 11: Purchase behaviour of yogurt and yogurt drinks, April 2015
    • Figure 12: Attitude towards yogurt and yogurt drinks, April 2015
  • Key issues
  • Snack-like yogurt is still a white space in the market
  • Consumers' increasing sophistication level calls for detailed information to enhance product appeal
  • Specialised products fulfilling enjoyment and health needs of different segments
  • What we think

Issues and Insights

  • Snack-like yogurt is still a white space in the market
  • The facts
  • The implications
    • Figure 13: Example of new dessert-like yogurt product, UK, 2014
  • Consumers' increasing sophistication levels call for detailed information to enhance product appeal
  • The facts
  • The implications
  • Specialised products fulfilling enjoyment and health needs of different segments
  • The facts
  • The implications
    • Figure 14: Examples of new yogurt products targeting children, US and UK, 2015
    • Figure 15: Example of new yogurt product targeting senior group, Japan, 2014
    • Figure 16: Examples of new yogurt products targeting females, Japan, 2015 and 2014

Market Size and Forecast

  • Key points
  • Solid growth driven by ambient yogurt sales
    • Figure 17: China yogurt market, retail value sales, 2010-20
    • Figure 18: China yogurt market, retail volume sales, 2010-20
  • There is scope for further growth in consumption
    • Figure 19: Yogurt retail market volume consumption per capita (2014), retail volume growth (2013-14), China and global
  • Modest double-digit growth expected over 2015-20
  • Forecast methodology

Market Segmentation

  • Key points
  • Drinking yogurt remains mainstream but growth will slow down
    • Figure 20: Volume and value sales of China retail yogurt market, by segment, 2013-15
    • Figure 21: Retail value sales of drinking yogurt, China, 2010-20
    • Figure 22: Retail value sales of spoonable natural yogurt, China, 2010-20
  • Spoonable flavoured yogurt sees potential to fulfil consumers' needs for indulgent experience
    • Figure 23: Retail value sales of spoonable flavoured yogurt, China, 2010-20
  • Ambient yogurt has been a key contributor to growth
    • Figure 24: Value sales of China retail yogurt market, by yogurt type, 2013-15

Market Share

  • Key points
  • China yogurt market is consolidating
    • Figure 25: Top 10 companies' market shares in the China retail yogurt market, by value and volume, 2013 and 2014
  • Leading brands secure their places by being more innovative
    • Figure 26: Share of new product launch in China's yogurt market, by market leaders and followers, 2014
  • Yoplait's entry signals international giant's ambition to capitalise on China's growing yogurt market

Who's Innovating?

  • Key points
  • New varieties surpass new product launches in 2014
    • Figure 27: Yogurt and yogurt drinks new product launches, by launch type, China, 2010-14
  • Spoonable yogurt is a higher-potential segment
    • Figure 28: Yogurt and yogurt drinks new product launches, by sub-category, China, 2010-14
    • Figure 29: Example of new spoonable yogurt featuring indulgent benefits, Germany, 2015
    • Figure 30: Example of new spoonable yogurt product featuring indulgent benefits, Italy, 2015
  • Manufacturers start to differentiate by promoting probiotics
    • Figure 31: Examples of new yogurt products featuring probiotics, China, 2014 and 2015
  • Targeting specific market segments, such as children and over-55s
    • Figure 32: Examples of new yogurt products targeting children, China, 2015
    • Figure 33: Example of new yogurt product targeting senior group, China, 2014
  • Being made from fresh milk becomes an emerging product feature
    • Figure 34: Example of new yogurt product featuring fresh milk, China, 2015
  • Packaging helps yogurt stand out on the shelf
    • Figure 35: Examples of new yogurt and ice cream products with good packaging design, China and global, 2015
  • Room exists for flavour innovation
    • Figure 36: Yogurt and yogurt drinks new product launches, by top 10 flavours, China, 2010-14
    • Figure 37: Top 10 flavours in yogurt and yogurt drinks new product launches, by top 10 countries, 2014
    • Figure 38: Example of new yogurt product with new flavours, UK, 2015
  • Hunger marketing in the yogurt category
    • Figure 39: Examples of new yogurt products in limited edition, US, 2012 and 2013
  • Co-branding to bring cross-category fun
    • Figure 40: Example of co-branded yogurt, US, 2014

Companies and Brands

  • China Mengniu Dairy Company Limited
  • Inner Mongolia Yili Industrial Group Co., Ltd.
  • Bright Dairy and Food Co., Ltd.
  • Yakult Honsha Co., Ltd.
  • General Mills, Inc
  • Wei-Chuan Foods Corp
  • Green's Bioengineering (Shenzhen) Co., Ltd
  • Meiji Dairies (Suzhou) Co., Ltd

The Consumer - Purpose of Consuming Yogurt and Yogurt Drinks

  • Key points
  • Yogurt gains higher penetration than yogurt drinks
    • Figure 41: Usage of yogurt and yogurt drinks, April 2015
  • Tying yogurt and yogurt drinks to specific consuming purpose
    • Figure 42: Purpose of consuming yogurt and yogurt drinks, April 2015

The Consumer - Preferred Yogurt Types

  • Key points
  • Consumer preferences by yogurt flavour
    • Figure 43: Consumer preferences of different types of yogurt, April 2015
  • Consumer preferences by yogurt format
    • Figure 44: Consumer preferences of different types of yogurt, April 2015 (continued)
  • Spoonable yogurt sees potential to grow
    • Figure 45: New yogurt products launched in top 10 countries, by sub-category, 2010-14

The Consumer - Purchase Channel of Yogurt and Yogurt Drinks

  • Key points
  • Online retailing and on-trade channels grew fast
    • Figure 46: Purchase channel of yogurt and yogurt drinks, April 2015
    • Figure 47: Yakult's product display in the checkout area of a supermarket, Japan, August 2014
  • Retail channels - more consumers buy yogurt from websites
  • On-trade channels - newly-emerged yogurt purchasing channel
    • Figure 48: Examples of yogurt sold in on-trade channels

The Consumer - Opportunities for Premiumisation

  • Key points
  • Probiotics and being made from fresh milk offer differentiation opportunities
    • Figure 49: Product features that drive premiumisation, April 2015
  • No additives - Important as a necessity but not a differentiator
    • Figure 50: Top 10 claims in new launched yogurt products, China, September 2014-August 2015
  • Probiotics deliver appealing functional benefits but need market education to keep differentiation
  • Made from fresh milk - a newly-emerged differentiating product feature
    • Figure 51: Percentage of new yogurt products with “made from fresh milk” claim, China, 2010-14
  • A well-known brand - less important compared with product features

The Consumer - Perception of Different Types of Yogurt

  • Key points
  • Packaged yogurt loses to on-trade in authentic taste
    • Figure 52: Consumer perception of different types of yogurt, April 2015
  • Packaged yogurts have opportunity to strengthen claims of rich nutrition and good milk source
    • Figure 53: Correspondence map of consumer perception of different types of yogurt, April 2015

The Consumer - Purchase Behaviour of and Attitudes towards Yogurt and Yogurt Drinks

  • Key points
  • Increasingly sophisticated consumers check detailed product information
    • Figure 54: Purchase behaviour of yogurt and yogurt drinks, April 2015
    • Figure 55: Ingredient labelling by Champion, Mengniu, China 2015
  • Consumers, especially high earners, are wary of price promotion
  • Consumers like thick texture and glass bottles
    • Figure 56: Attitudes towards yogurt and yogurt drinks, April 2015
  • Sweetness of yogurt drinks and DIY yogurt not threatening

The Consumer - Meet the Mintropolitans

  • Key points
  • Why Mintropolitans?
  • Who are they?
    • Figure 57: Demographic profile of Mintropolitans versus Non-Mintropolitans, by gender, age and personal income
    • Figure 58: Demographic profile of Mintropolitans versus Non-Mintropolitans, by marital status, city tier and education level
  • Spoonable yogurt and flavoured yogurt with fruit bits are more welcomed by Mintropolitans
    • Figure 59: Consumer preference over different types of yogurt, by consumer classification, April 2015
  • Mintropolitans are more likely to pay more for probiotics and fresh milk source
    • Figure 60: Product features that driver premiumisation, by consumer classification, April 2015
  • Mintropolitans appreciate the craftsmanship of on-trade yogurt
    • Figure 61: Purchase channel of yogurt and yogurt drinks, by consumer classification, April 2015

Appendix - Market Size and Forecast

  • Figure 62: China yogurt market, total volume sales (000 tonnes), by retail and non-retail, 2010-20
  • Figure 63: Volume sales of total yogurt market, China, 2010-20
  • Figure 64: Volume sales of non-retail yogurt, China, 2010-20

Appendix - Market Segmentation

  • Figure 65: China yogurt market, retail volume sales (000 tonnes), by segment, 2010-20
  • Figure 66: China yogurt market, retail value sales (RMB bn), by segment, 2010-20
  • Figure 67: Retail volume sales of drinking yogurt, China, 2010-20
  • Figure 68: Retail volume sales of spoonable natural yogurt, China, 2010-20
  • Figure 69: Retail volume sales of spoonable flavoured yogurt, China, 2010-20
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