China Food

This time, low-temperature yogurt can’t bear the cost pressure?

Despite the sudden drop in temperature, low-temperature yogurt manufacturers are not “idle”.

小食代获悉,伊利、蒙牛、三元等本土乳企都在近期对旗下部分低温酸奶产品进行了价格上调。不过,也有一些公司指暂时没有调价计划。

Today, the snack generation will pay attention to the latest situation of manufacturers in the yogurt industry.

modify price

“Since December 1, the price of some low-temperature yogurt in Yili has increased, and there is no clear range of price adjustment, mainly because of the rising cost of upstream raw and auxiliary materials.” Recently, a person familiar with the situation told the snack generation.

“External reasons include the rising price trend of white sugar, packaging and other materials last year. Previously, the product end price was controlled through internal product structure adjustment and other means.” These people stressed that recently, the prices of low-temperature yogurt in many dairy enterprises have increased.

Another person familiar with the situation also told xiaoshidai that the ex factory prices of some low-temperature products of Mengniu have also been raised slightly because of rising costs. “But the terminal price is not expected to fluctuate much.” The person said.

At the same time, some people in the industry pointed out to the snack generation that the upgrading of some product standards of dairy enterprises will also have an impact on the selling price. “Some live fungus products, the iteration of some yogurt products, formula upgrading, and the use of environmental protection packaging materials all have a slight impact on the cost.”

However, some people “stand still”, including Bright Dairy, Jane Eyre yogurt and other snacks. At present, there is no price increase plan.

Statistics show that Yili’s low-temperature yogurt brands include Yili, Changqing, joyday Xinqu, brown charcoal burning, etc., Mengniu’s low-temperature yogurt brands include Mengniu, Guanyi milk, terensu, Nordic cheese, etc., and Sanyuan’s low-temperature yogurt brands include Sanyuan, probiotics, Xuening, etc.

cost

Xiaoshidai noted that there had been market news that Yili would adjust the prices of some products from December 1, and quoted Yili in a notice to retailers as “in view of the changes in the market environment, the cost of a variety of raw and auxiliary materials continued to rise”. It is decided to adjust the price of its low-temperature products and implement the adjusted price system from December 6.

Milk price has always been one of the most important factors.

at present, the price of raw milk is indeed in a rising trend. Su. In terms of modern animal husbandry, snacks are back today.

Modern animal husbandry told xiaoshidai that from the perspective of supply and demand, raw milk has been in short supply since 2019, “especially in 2020, the epidemic has increased consumers’ consumption demand for dairy products and the transformation of dairy consumption structure, and further expanded the demand for raw milk.”

In terms of cost, the cost of raw milk is also rising. “Since the second half of 2021, the price of bulk feed has increased significantly, resulting in a significant increase in the cost of upstream breeding. The increase in the cost must be transmitted to the milk price and finally transferred to the price of end products.” Modern animal husbandry said.

However, interestingly, at present, many low-temperature yogurt brands are still promoting in the market terminal. Today, xiaoshidai saw in a large supermarket that the price of yogurt is stable, and some well-known brands are still carrying out promotional activities such as “giving gifts”; On an e-commerce platform, several big brand yogurt can be added to the shopping cart at a promotional price after purchasing multiple pieces. This shows that the market competition of this category is still fierce.

Link: how much are consumers willing to spend on yogurt?

From the perspective of price band, at present, the most popular yogurt products among Chinese consumers are medium price yogurt products.

Today, xiaoshidai learned from the China yogurt Market Report of yingminte in 2021 that, consistent with the research results in 2020, whether it is refrigerated drinking yogurt, refrigerated spoon eating yogurt or normal temperature yogurt, most consumers usually spend 6-9 yuan to buy a single bottle of yogurt, indicating the huge market potential of this price.

“Looking at all age groups, generation Z is less willing to buy high-end yogurt products (more than 10 yuan per bottle) because of their low income. It is worth noting that yogurt consumers do not simply pursue vertical enjoyment, they are more willing to pay a premium for products with functional benefits.” In the report, yingminte pointed out that.

By category, compared with normal temperature yogurt, more consumers usually spend higher prices to buy low-temperature yogurt.

According to yingminte data, 25% and 24% of consumers usually spend 10-15 yuan to buy refrigerated drinking yogurt and refrigerated spoon to eat yogurt, while only 18% of consumers usually pay this high price for normal temperature yogurt. In the price range of “16 yuan or more”, the proportion of consumers of refrigerated yogurt is also higher than that of normal temperature yogurt.

However, in terms of retail sales scale and growth rate, normal temperature yogurt will exceed low-temperature yogurt.

According to the data obtained by snack generation from Euromonitor Euromonitor information today, in China’s Yogurt Market in 2021, in terms of total retail sales, amushi under Yili is the first brand, with a market share of 19.6%, and Chunzhen under Mengniu is the second, with a market share of 9.8%. Mengniu Group’s brand of low-temperature yogurt with the same name “Mengniu” ranked third, with a market share of 6.1%.

From the perspective of enterprises, IMT data show that the “big three” in China’s Yogurt Market from 2019 to 2021 are Yili, Mengniu and JUNLEBAO respectively. It is expected that the market share calculated by sales in 2021 will be 38.2%, 30.1% and 9.7% respectively.

In addition, according to the report of yingminte, normal temperature yogurt is expected to increase by 12% in 2021 and reach RMB 89.4 billion in 2026, with an average annual compound growth rate of 9.9% in the next five years. Meanwhile, refrigerated yogurt is expected to grow by 5% in 2021, with an average annual compound growth rate of 3.1% in the next five years, and reach 58.5 billion yuan in 2026.  

“The growth rate of normal temperature yoghurt is expected to exceed that of refrigerated yoghurt. Compared with refrigerated yoghurt, normal temperature yoghurt has price advantages and does not rely so much on consumers’ random consumption in offline channels.” The report states that.

According to emmint, overall, though COVID-19 in 2020 led to a temporary stagnation of sales and sales growth, the yogurt Market is expected to revert to the pre epidemic level quickly. The main driving factors include the gradual recovery of retail consumption nationwide and the health awareness raised by consumers.

It predicts that the sales volume of China’s yogurt market will increase by 8.6% to 105.9 billion yuan in 2021; The sales volume is expected to increase by 5.3% to 4609000 tons. The market sales of yogurt in China will reach 147.9 billion yuan in 2026, with an average annual compound growth rate of 6.9% in the next five years.

Pay attention to “snack generation (wechat: foodinc)” and watch the wonderful news.

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