Decoding COVID-19: The impact and outlook on dairy consumption - Ipsos
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Decoding COVID-19:
The impact and outlook on
dairy consumption
© 2020 Ipsos All rights reserved. Contains Ipsos' Confidential and Proprietary information
and may not be disclosed or reproduced without the prior written consent of Ipsos
“本公司遵守市场、民意和社会调查ISO20252及 ESOMAR标准等相关法规和专业准则”
THE DEMAND FOR DAIRY REMAINS STRONG DESPITE EPIDEMIC.
SOME CONSUMERS EVEN SPEND MORE ON DAIRY.
Changes of consumption among categories % （ spend more% - spend less%）
When staying home
Medicine & health care
becomes a must…
38
（Daily necessary food/fresh food/instant food）In-home food 36
Spend
（Online education/entertainment/health services）Online service 19 more
（Milk/packaged beverage/alcohol）Dairy/beverage 13
-3 Babycare/pet product
-4 Personal care, skin & cosmetic
Spend -6 Travel product
76%
less
-7 3C/car/housing/luxury/finance
of consumers reduce the frequency of Hairdressing
-9
going out
-10 Offline activity
-17 Sport/clothing
2
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreak
BOTH PURE MILK AND YOGURT IN NORMAL TEMPERATURE ARE
STILL POPULAR WITH IN-HOME CONSUMERS. MILK IN LOW
TEMPERATURE (YOGURT/LACTOBACILLUS DRINKS) SHOWS
OPPORTUNITY TO BOOST SALES.
Changes of diary consumption（ spend more % - spend less %）
Pure milk (normal temperature)
Yogurt
(normal temperature)
Yogurt
(low temperature)
Lactobacillus drink
Penetration
Fresh milk (low temperature)
Cheese Milky drinks
Vegetable protein drinks Various taste milk
3 更倾向家庭场景
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreak
MORE FOCUS ON VALUE: NUTRITION, BENEFIT AND QUALITY ARE
PAID MORE ATTENTION, MEANWHILE TASTE IS STILL IN HIGH
DEMAND.
Drivers of milk consumption
during epidemic outbreak
Nutrition （51%）
Shelf life （49%） Advertisement （5%）
Benefit （34%） Taste （49%） Celebrity endorsement（5%）
Price （36%）
Quality （29%）
Pay more attention
4 Same as usual Pay less attention
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreak
CHANNEL PERFORMANCES ARE DIVERSIFIED. ONLINE CHANNEL,
ESPECIALLY OTO PLATFORM IS BOOMING.
Changes of usage frequency among different channels （more % - less %）
More frequent Slightly reduce Dramatically reduce
20 29 29 29 16 23 25
28
More frequent 46 46
than usual 18 19 15
17 18 19 20 18
Same as usual
17 18
Less frequent 36 45 50
33 29 39 43 45
than usual 27 29
Comprehensive Online store of Convenient Cross-border
O2O platform Social EC WeChat EC Supermarket Retail store Hypermarket
EC shopping mall store/grocery EC
5
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreak
WITH STRONGER HEALTH AWARENESS, OPPORTUNITY LOOMS TO
DAIRY SALES.
75%
of consumers claim
"more care about
health”
6
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreak
8 OPPORTUNITIES FOR DAIRY GROWTH AFTER THE EPIDEMIC.
More frequent
More People More occasion More volume More brand
Category Penetration Higher frequency Purchase more Brand Penatration
7
OPPORTUNITY
RAISING AWARENESS OF
# 1 DRINKING MORE MILK
DAIRY IS A CORE COMPONENT OF HEALTHY NUTRITIVE DIET TO
IMPROVE HEALTH.
67%
Improve health via healthy diet and
balanced nutrition in the future
Balanced nutrition 33%
43%
Will spend more on dairy
Drink milk 25%
Drink yogurt 21%
Small amount and frequent meals 19%
Eat organic food 15%
Diet regimen 14%
Eat meal replacement 10%
Eat salad 7%
Eat functional food 7%
Have milk powder 6%
9
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreak
FAMILIES WITH QUALITY LIFE FOCUS MORE ON BALANCED
NUTRITION.
Focus on balanced nutrition
Married
with 108
children
36-45 years
old 115
Average monthly
household income 137
（More than
Core goal: focus on family with quality of life 20000RMB）
10
Data source：IPSOS Innovation Trend of Dairy Y2019BREAKFAST/NIGHT ARE CORE OCCASIONS FOR SEEKING
BALANCED NUTRITION, WHILE LEISURE/OUTDOORS Category relevance
REMAIN TO BE EXPANDED. (Index=Demand/Total*100）
Basic white
Usage scenarios 94
milk
Permeability
Breakfast at Premium
（%） Leisure at 107
home home Bedtime white milk
Index=115 Index=102 Index=108 Fresh milk (low
Home 家庭聚会 temperature) 88
（83%） 伴餐 Yogurt
餐后 28% 109
Working (normal
32% 工作
breakfast 30% temperature)
Index=102 下午茶 聚 Yogurt
会 100
休闲
20% (low temperature)
33%
Office/Public place Lactobacillus
运动
（62%） drink 103
餐 通勤
充饥 15%
9% 逛街 Milky drinks 93
代
垫腹 Index=108
21%
38% 旅游/露营 Vegetable
Outdoors 108
19% protein
（53%） drinks
Breakfast Dinner Leisure time Night
（67%） （69%） （85%） （27%） Cheese 96
11
Data source：IPSOS Innovation Trend of Dairy Y2019CASE INTERPRETATION
Professional nutrition Deliver nutritional
Nutrition collocation
and dietary guidance value of dairy
Mengniu has established a nutrition Mengniu timely responded to the Ambrosial nutrition station, paired
research institute to provide national call, issued the “Drinking with nuts and oats, provides
consumers with professional nutrition milk every day keeps Chinese healthy" consumers with nutritional dietary
and dietary guidance, gradually initiative, thoroughly and effectively recommendations, which can be
educate consumers on how to use implement the "new coronavirus applied to a variety of scenarios,
dairy products to achieve balanced infected pneumonia prevention and and further enhance the nutritional
12nutrition, and establish a professional control nutrition diet guidance" issued impression of the product.
image. by the National Health Commission.OPPORTUNITY
MORE CARE ABOUT
# 2 INTESTINAL IMMUNITYENHANCE ATTENTION TO INTESTINAL IMMUNITY, WHICH IS
HIGHLY CONSISTENT WITH FUNCTIONAL NEED OF DAIRY.
52%
Top 10 functional needs of
Look for foods that can dair y
improve health/immunity
Help digestion and absorption 38%
Improve immunity 37%
Stimulate the appetite 34%
Balance intestinal flora 30%
Help refreshing 30%
70%
Of human immune cells
Active bacteria
Relieve constipation
Promotes bone growth
26%
26%
26%
come from the gut. Help sleep 24%
Loss weight/fat 23%
-Baidu Zhidao
14
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreak
IPSOS Innovation Trend of Dairy Y2019YOUNG GENERATION AND THOSE FAMILIES WITH KIDS CARE
MORE ABOUT IMMUNITY.
The youth focus on Families with kids look for
active bacteria balanced intestinal flora
Single Married with
Married 106 children 108
Under 30 31-45
110 116
years old years old
小资生活
养生专家
Average monthly Average monthly
household income 115 household income 115
（More than （More than
10000RMB） 10000RMB）
15
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreak
IPSOS Innovation Trend of Dairy Y2019STRONG DEMAND OF IMMUNITY IN POST-MEAL SCENARIO AND
LEISURE IS GRADUALLY EXPANDED. Category relevance
(Index=Demand/Total*100）
Basic white
Usage scenarios 68
milk
Permeability 在家 Premium
（%） Leisure at 睡前时光
早餐 home 27%
white Milk 72
50% Index=110 庭聚会 Fresh milk (low
Home 伴餐 家 temperature) 73
（83%） After 28%
dinner Yogurt
32% (normal 104
Index=122 Afternoon
temperature)
工作早餐 tea of work
休闲聚会
Index=115 Yogurt 126
27% 20%
Office/Public place (low temperature)
运动 Lactobacillus 130
（62%） 通勤
餐 drinks
充饥 15% 街
代 9% 逛 Milky drinks 109
垫腹 21%
21%
38% 旅游/露营
Vegetable
Outdoors 19%
（53%） protein drinks 102
Breakfast Dinner Leisure time Night
（67%） （69%） （85%） （27%） Cheese 68
16
Data source：IPSOS Innovation Trend of Dairy Y2019CASE INTERPRETATION
Enhance the functional Contain beneficial active
feature of dairy bacteria
Each bottle of Youyi C LC-37 contains Yakult Japan recently launched
Guanyi milk is rich in Bifidobacterium lactis (BB-12), 50 billion active lactobacillus paracei the "upgraded" Yakult product,
which is widely recognized at home and abroad to (LC-37), which can resist the claiming that each bottle
improve intestinal health and enhance immunity,, destruction of gastric acid and bile, contains at least 10 billion
and Guanyi milk is the only yogurt product certified ensure a sufficient number of live special active lactobacillus,
by the national "health food" at present. which can not only improve the
bacteria to reach the intestinal tract, intestinal environment, but also
and still show strong activity under relieve stress and help to
17
the temperature of human body at 37 sleep.
℃.OPPORTUNITY EXPLORING IN
COOKING/BAKING
# 3 SCENARIOSTAYING AT HOME TO LEARN COOKING/BAKING BECOMES A
NEW POTENTIAL SCENARIO.
Hot topics about cooking
44% Try to cook
19
-Sina Weibo Top Search
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreakMID-AGE HOUSEHOLD WOMEN ARE MORE LIKELY TO COOK/BAKE.
Category relevance
(Index=Demand/Total*100）
Basic white milk 104
Premium white milk107
Foodie
Yogurt
112
(normal temperature)
Yogurt
107
(low temperature)
Cheese 111
Characteristics of the population: 41-50 middle aged
women, married with children
20
Data source：IPSOS Innovation Trend of Dairy Y2019“DRINK ” TO “EAT ”
TikTok：popular videos of Food WeChat Account: dairy as
baking with dairy products the core ingredient of desserts
图片来源：抖音视频 图片来源：“日食记”微信公众号
21OPPORTUNITY
MAKING IT HEALTHY
# 4 SNACKSLEISURE SNACKS IS THE BEST PARTNER FOR KILLING TIME AT
HOME AND DAIRY PRODUCTS GRAB MARKET SHARE WITH HEALTH
CONCEPT.
90% of consumers bought
snacks during the epidemic
50% of consumers said they People who bought more snacks during the epidemic
bought more snacks during the 103 107 106
epidemic
18-29 years old Tier 1 cities Dairy users
23
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreakDAIRY SNACKS CAN EXTEND MORE USAGE SCENARIOS.
Category relevance
(Index=Demand/Total*100）
Usage scenarios Basic white 89
Permeability milk
（%） Breakfast Premium 101
Leisure at 睡前时光 white milk
at home home 27%
Index=112 Fresh milk (low 79
Home 50% 庭聚会
（83%） 伴餐 temperature)
餐后 28%
Yogurt 100
32% 通勤
Index=105 Afternoon (normal temperature)
工作早餐 tea of work Paryty Yogurt
Index=101 Index=101 106
27% (low temperature)
Office/Public place Lactobacillus
（62%） 110
餐
drinks
Cure
hunger 15% 9% Milky drinks 106
Index=103 21 逛街
代 %旅游/露营 21%
Vegetable 118
Outdoors 19%
protein drinks
（53%）
Breakfast Dinner Leisure time Night
Cheese 87
（67%） （69%） （85%） （27%）
24
Data source：IPSOS Innovation Trend of Dairy Y2019CASE INTERPRETATION
Mike Tablets Yogurt Block
The Maxigenes blueberry milk tablet is made Yili Yi Xiaosheng Lactobacillus freeze-dried
from natural Australian milk. It has a strong yoghourt block adopts FD vacuum freeze-drying
milk flavor and specially added with blueberry technology to retain nutrients. A box of
extract. It has a good taste and anthocyanin, yoghourt block contains 40 million active
which helps to maintain eye health. probiotics and has three flavors of original /
yellow peach / blueberry, good taste and
25 nutritious.OPPORTUNITY BE ASSISTANT IN THE
NEW TREND OF
# 5 EXERCISE/FITNESSMORE EXERCISE IS THE SECOND IMPORTANT MEASURE TO
IMPROVE HEALTH.
Regular work
Sporting
65%
Improve health by exercise
and rest
Less sedentary Walking
27
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreakTHE POST 90S ELITES ARE TAKING MORE EXERCISE TO MANAGE
THEIR BODY AND STAY FIT.
Category relevance
(Index=Demand/Total*100）
Premium 112
white milk
Lactobacillus 120
drink
Fresh milk (low 117
temperature)
Vegetable 121
protein drinks
Characteristics of the population: post-90s， elites
and more managers
28
Data source：IPSOS Innovation Trend of Dairy Y2019CASE INTERPRETATION
Less calorie but High protein Light enjoyment
satiety supplement
Bright Dairy launched "original low
Mengniu "half meal life", YO Keep yoghurt is the first body fat and reduced sucrose " normal
advocating the concept of management yogurt in China. The temperature yoghurt. This yoghurt
reducing calories, dietary fiber protein content is three times of the reduces sugar and fat. It claims that
curing hunger, with a sense of national standard, which perfectly there are only 66kcal in every 100g.
fullness. combines the advantages of high It focuses on the concept of light
protein and low calorie of cheese and body, delicious and appetizing.
29
yogurt.OPPORTUNITY
STOCK-UP BUYING DRIVES
# 6 FCL/MULTI-PACK SALESRAISING STOCKPILE AWARENESS AND STOCK-UP BUYING DRIVES
FCL/MULTI-PACK SALES ，MEANWHILE PUT FORWARD HIGHER
REQUIREMENTS FOR SHELF LIFE.
40%
increase dairy purchases during
the epidemic
31
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreak
Second-hand data from deck researchCASE INTERPRETATION
Fresh milk with a shelf life 15 days warranty
of up to 19 days guarantee high quality
Yuexianhuo adopts the innovative INF0.09 second
ultra-instantaneous sterilization technology and Shiny Meadow adopts the original fresh locking
low temperature aseptic filling technology to technology to lock in more nutrients of fresh milk.
retain more natural active proteins in milk, so The shelf life reaches 15 days while guarantees
that fresh milk can be sterilized in a shorter time, high quality.
thus achieving a longer shelf life of up to 19 days.
32OPPORTUNITY
O2O/E-COMMERCE
# 7 DIVERSIFY SALES CHANNELSDURING THE EPIDEMIC, O2O PLATFORM GREW EXPLOSIVELY.
O2O：take fully advantage of Offline supermarket：rely on delivery
home services platform to provide consumers with daily
necessities
• Shanghai： 500000 packaged
vegetables and 80 tons of
bulk vegetables are put on the
shelves in a single day
• Beijing： The supply of
vegetables is three times
as usual.
• orders on New Year’s Eve
increased by more than 300%
over the same period last year
JD home： From New Year's Eve to the ninth day of the
• unit price increased by about 70% lunar new year, the turnover was +374% year to year,
• From New Year‘s Eve to the including：
fourth day of the new year, the
trading volume increased by • Grain, oil and non-staple food ：+736.40% year to year
321% compared with the same • Meat：+711.11% year to year
period last year. • Snacks：+ 527.16% year to year
• The unit price of customers • Vegetable：+ 441.1% year to year
increased by about 30 yuan,
up to 120 yuan • Fruit：+ 378.8% year to year
34
Data source：Second-hand data from deck researchUSING HABITS AND NEW USERS INCREMENT ARE THE TWO BONUS
THAT O2O PLATFORM CAN GRASP FROM THIS SPECIAL PERIOD.
Platform/Apps ever used（%）
JD home 26 38
MEITUAN
21 35
46%
DIANPING
Ele.me 16 33
Freshhema 21 32
Tmall Fresh Market 18 30
Purchase food on O2O MISS FRESH 17 24
platform more frequently Yong Hui 11 16
Wal Mart Express 13 16
elemestar 7 11
Dmall APP 6 11 During the epidemic
Fruit day 7 10 The first time
35
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreakCONVENIENCE IS THE CORE MOTIVATION OF FMCG HOME DELIVERY
SERVICE.
Reasons related to delivery
Reasons for using FMCG Reasons related to
17% 65%
delivery
home delivery service Don’t have to take
12% 51%
it home by yourself
Reasons related to convenience
Quick delivery 5% 46%
Reasons related to
53% 87%
convenience
Convenient to keep indoors 23% 60% Reasons related to products
Quick payment, no queuing Reasons related to
10% 53% 18%
18% 50%
products
Buy it whenever you want ， A variety of products, which can
9% 38% 15% 41%
no need to keep in mind basically meet my needs
No time to go to the mall 6% 31% Don’t worry about
The main Reason 2%26%
buying fake products
Inconvenient to choose products in the mall.3% 2… The most important
of main reasons Reasons related to price
Not worth a visit to the mall specially 3% 26%
Reasons related
12% 44%
to price
Strong promotion and 12% 44%
favorable price
Data source：IPSOS&SmartGo FMCG Home Delivery Service White BookHIGH-INCOME MEN ARE MORE LIKELY TO USE O2O APPS, AND
DAIRY IS ONE OF THE TOP 3 CATEGORIES TO BE PURCHASED IN
THIS CHANNEL.
THE TOP 3 CATEGORIES TO
BE PURCHASED IN O2O APPS
54% 41% 40%
SNACKS BEVERAGE MILK
& YUGURT
Characteristics of the population: 35-45
years old, male, tier-1 city， high income
37
Data source：IPSOS&SmartGo FMCG Home Delivery Service White BookFMCG HOME DELIVERY SERVICE HIGH-FREQUENCY USER SHOPPING
PATH ：ONE-STOP SHOPPING, FAST PURCHASE DECISION PROCESS.
Enter Store
Coupon the comparison
store 00:00
Purchase ☑ Voucher for store（√must get） √ A big mall I’m familiar with Open APP
High viscosity of
based on High repeat ☑ Red packets √ A comparison of the store promotion
Buy it when you need it urgently
Channels Place an order when you see a discount…
history purchase ☑ Voucher for brand（ Selective collection ）… √ A comparison of the service time
Place an order any time, as long as
√…
someone at home…
Add
Browse by Search by
to cart
category keywords
Flash sale → Promotion/Shopping Festival → Category
Delivery Make up
time
Exchange an order
Payment
Red packets 03:00
￥30～￥70
Extra Delivered
bonus
*Can improve the speed of
the order grabbing
38
Data source：IPSOS&SmartGo FMCG Home Delivery Service White BookPLAY EARLY ROLE O2O CHANNELS AND OPTIMIZE THE
PROPORTION OF ONLINE AND OFFLINE SALES CHANNELS OF DAIRY.
Mega Brand：Marketing Niche brand：Community
on O2O Platform marketing via WeChat
图片来源：蒙牛/美菜官方微博 图片来源：“新乳业”微信公众号
Mengniu united Meicai O2O platform: Holy-Lake dairy attracts users to join the
propose to drink milk everyday, balance membership via wechat and often
nutrition, ensure milk supply and launches member promotion activities
distribution of the platform during the such as flash sale and group purchase to
39 epidemic, and establish a more healthy and improve user viscosity.
active brand image.OPPORTUNITY OPEN BRAND ATTITUDE PROVIDES
A SHORTCUT FOR EMERGING
# 8 BRANDSDURING THE EPIDEMIC, CONSUMERS HOLD A MORE OPEN ATTITUDE
TOWARDS BRANDS. SMALL TOWN YOUTH ARE POTENTIAL
INCREMENTAL USERS.
Dairy purchasing drivers during epidemic
Nutritional value 52%
Product taste 51%
Product warranty 50%
Product price 36%
Product function 35%
Product composition 32% People who think less about the brand during the epidemic:
Product quality 29%
Promotional activities 27% 97 94
Brand 26%
18-29岁 下线城市
Brand ranking dropped
significantly compared to
41 daily situation
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreak
IPSOS Innovation Trend of Dairy Y2019EMERGING BRANDS LEVERAGE PLATFORM ADVANTAGES TO
STRENGTHEN KEY SELLING POINTS ， SEIZE OPPORTUNITY TO
OVERTAKE ON CURVE.
• From New Year‘s Eve to the fourth
46 %
day of the new year, the trading
volume increased by 321% year
to year
• The unit price increased by about 30
Consumers said that the frequency of yuan, up to 120 yuan
using FMCG home delivery service was
higher than before during the epidemic.
WENSDI YOGURT
• Ranked high in sales， with
sales of 10000+ pieces in the
past month
42
Data source：IPSOS The impact and outlook on dairy consumption during COVID-19 outbreakFor the full report
Please contact us
THANK
Ipsos (China) Consulting Co., Ltd.
Executive Research Director
陈超 Michael Chan
Michael.Chan@ipsos.com
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