作为民生产品的牛奶,其消费在居民消费中持续占据重要地位。在中国,牛奶一直是政府大力提倡与推广的健康饮食中必不可少的刚需产品。为了进一步了解牛奶的消费趋势,本文解读后疫情时代消费者追求的三大掌控力,即健康掌控力、性价比掌控力和环保掌控力,并基于利乐在全球与中国市场的洞察,探讨牛奶创新发展方向,以期为乳品企业发掘业务增长机会提供多维度视角。

As a livelihood product,milk continues to occupy an important position in residents' consumption. In China,milk has always been an essential and essential product in a healthy diet strongly advocated and promoted by the government. In order to further understand the consumption trend of milk,this paper interpreted the three major control forces pursued by consumers in the post pandemic era,namely health control,cost-effectiveness control,and environmental control. Based on Tetra Pak's insights into the global and Chinese markets,this paper explored the direction of milk innovation and development,in order to provide a multi-dimensional perspective for dairy companies to explore business growth opportunities.