Analysis of milk drinks market.docVIP

 PAGE \* MERGEFORMAT 9 Analysis of milk drinks market In recent years, with the continuous development of our national economy, people’s living standards are improving, the family’s general improvement in diet, consumption of dairy products showed a clear upward trend. However, due to underdevelopment of the rural economy, low per capita income, habits traditional food and other reasons, other than homegrown than pastoral, dairy consumption is mainly concentrated in urban cities. The per capita milk consumption is very low. the national per capita consumption of 13.5 kg of milk, per capita consumption of urban residents reached 24.8 kg, 2 kg per capita consumption of rural residents, still falls far short of the level with the world level. But from a marketing point of view, the consumption of domestic dairy consumption has undergone fundamental changes. preferred milk drinks by the rapid development of its 2008 first brand milk drink - Nutrition Express achieved sales of nearly 90 million. followed by fission occurred in milk products, milk from a single fission for many categories such as breakfast milk, milk, high milk , flavored milk, high calcium milk and so on. once again the consumer awareness and consumption of milk consumption habits are changing, many consumers are no longer the pursuit of a single consumption of milk, milk consumers buying habits from the past Buy a single box into a single bag to buy household consumption-based FCL. This paper from the perspective of consumer awareness and brand communications, in the dairy market analysis based on the humble opinion of the domestic milk drinks. Milk drink this category a long time, but it is in recent years have seen significant development. Bring milk beverages, I have to mention the pedigree as a domestic milk drink two companies - Wahaha and Le Bai s. and now the two companies are a far cry from milk beverage products from the advanced point of view, can also be seen that the two companies to