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What's driving dairy demand in Asia with Teh-Han Chow
1. Asian markets in the "take off zone"
Asian economies are powering ahead compared to the developed markets such as the US and the EU. There’s a strong correlation between a country’s GDP and dairy consumption, which means that as people become wealthier, they want higher-protein foods and drinks, particularly dairy. With more money in the region’s collective wallet, Asian markets are now in the “take-off zone” for fast growth in dairy demand.
2. Demographic and social change shaping dairy growth
Urbanisation plays a big role in the growth of dairy as city dwellers consume more dairy products than their rural counterparts. With approx. 1% of the population in China seeking a better life in the city each year, Chinese cities swell by 13 million new inhabitants every 12 months. With a similar urbanisation rate in India, which is expected to increase its urban population to 40% by 2025, the impact for dairy demand should be significant.
A young workforce in ASEAN countries and India will also propel market growth in the coming decade, along with an expanding middle class. In India, the top two consumer categories – elite and affluent - will fuel much of the county’s growing appetite for dairy and by 2025, will account for 40% of dairy consumption compared to 27% in 2016.
3. Glocalisation links global with local
The term ‘glocalisation’ was coined to describe the adaptation of globally marketed products and services into local markets. For dairy consumers, global ingredients bring exotic tastes to local products, giving people more of a chance to taste unfamiliar flavours. Cheese for example, has benefitted from Asian people’s desire to try non-traditional foods. With almost 400K tons of cheese imported in the past five years, the cheese category has notched up an average growth rate of around 30% over the past five years.
As well as enjoying the new and unusual, people want safe and quality dairy products, as well as a variety of products to choose from.
4. O20 shaking up retail
The internet age has completely changed the market landscape for brands in Asia. E-commerce and social media hugely extends the consumer reach, supported by the logistics system, and lowers the barrier for newcomers to establish a brand.
O20 - online to offline – is connecting traditional business with a modern digital platform and has emerged as a new retail channel and new way of doing business.
Hema Fresh has been a pioneer of ‘New Retail’ in China. A chain of cashless supermarkets, the stores offer a giant selection of fresh food. Customers use their smartphones to shop and pay for their groceries, which are delivered within the hour for those up to 3kms away. Around 70% of Hema’s sales come from online orders.
Another shining example of New Retail is Luckin, the dark horse in the Chinese coffee market. It has charged past its competitors, including Starbucks, by meshing trends in China’s tech industry with the coffee shop model. Less than nine months after its start-up, today it’s worth US$1 billion.
5. Protein powers up in health and wellness
Asia has enthusiastically embraced the health and wellness trend. People want to be healthy and fit, look good and use exercise as a basis for socialising. Dairy protein is increasingly recognised for its nutritional benefits and the yoghurt market is booming.
While offering significant opportunity for global dairy players, the challenges of operating in Asian markets are likely to present speed bumps along the way. However, with a seemingly insatiable appetite for dairy in the region, market growth should continue at full steam for some years to come.