Gen Z tops China consumption of dairy products

Young parents tend to place more emphasis on scientific parenting, leading to more valuation over the details of various dairy products. — China Daily

SHANGHAI: Generation Z is leading in the consumption of dairy products, and their intake of milk and milk derivatives has been higher than the total average in China, according to a new report.

Gen Z refers to those born between 1995 and 2009.

These young consumers pay attention to the types of dairy products, purchasing scenarios, and channels. Young parents also tend to put more emphasis on scientific parenting, leading to more valuation over the details of various dairy products, according to the survey recently released by the China Dairy Industry Association and Royal FrieslandCampina, the largest dairy firm in the Netherlands.

The report found that the milk quotient of Chinese consumers is 64.1 points out of 100 this year, the highest reading since the survey began.

The China Milk Quotient, an indicator system launched in 2018, is determined through industry research and expert workshops.

“With the upgrading of consumption structures, Chinese residents have been increasingly pursuing high quality food that is green and healthy,” said Ren Fazheng, a professor at China Agricultural University.

“The steady increase in the milk quotient over the past six years indicates such a trend.”

Since the Covid-19 pandemic, Chinese consumers have shown higher health awareness and have consumed more dairy products to enhance their immunity.

The dairy consumption market in China has continued to expand. Last year, the national raw milk production volume reached 40.69 million tonnes, up 7.8% year-on-year, marking growth for five years in a row, according to the National Bureau of Statistics (NBS).

In 2022, China had 622 dairy-producing enterprises above a designated size, and their total sales revenue from main businesses came in at 471.73 billion yuan (RM305bil), edging up 1.1% on a yearly basis, the NBS said.

Out of some 4,000 surveyed respondents in 20 cities across the nation, 78.4% said they would check the labels of dairy products while making purchases.

Rich nutrition, high quality source regions of milk, low sugar, low fat, zero additives and organic certification have all become important factors when Chinese consumers choose dairy products, the report found. — China Daily/ANN

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