2022年第四季度乳品行业市场分析

Market Analysis of Dairy Industry in the Fourth Quarter of 2022

第四季度乳业市场逐渐稳定,生鲜乳价格出现下滑,零售终端价格战频繁。从国内前三季度上市公司报表看出,乳业头部品牌继续高速增长,但利润增速有所放缓;区域乳品企业业绩出现分化,利润普遍下滑;特色乳品销售额和利润都普遍增长。第四季度的世界杯大赛促使国内乳品企业展开了体育营销,蒙牛成为最大赢家;双“11”促销中,强者恒强的特征依然明显;进入12月,春节销售大战开启,市场竞争激烈。第四季度的新产品呈现出高价值、高营养、产地化的特征,这充分说明消费者对于乳品的消费升级的需求明显,随着市场逐渐恢复,这类产品将具有广阔的市场。

In the fourth quarter,the dairy market gradually stabilized,the price of raw and fresh milk declined,and the retail terminal price war was frequent.It can be seen from the statements of listed companies in the first three quarters of China that the top brands of dairy industry continue to grow at a high speed,but the growth rate of profits has slowed down.The performance of regional dairy enterprises has differentiated,and the profit has generally declined.The sales and profits of specialty dairy products have generally increased.The World Cup competition in the fourth quarter prompted domestic dairy enterprises to launch sports marketing,and Mengniu became the biggest winner.In the double"11"promotion,the strong is still strong.In December,the Spring Festival sales war began and the market competition was fierce.The new products in the fourth quarter showed the characteristics of high value,high nutrition and origin,which fully showed that consumers'demand for dairy consumption upgrading was obvious.With the gradual recovery of the market,such products will have a broad market.