在新消费背景下,乳制品市场需求不断扩大,迎来个性化乳制品消费热潮。随着乳制品技术发展,以“低糖”和“无糖”为标签的乳制品不断被推出市场,但竞争优势不足。本文阐述乳制品减糖发展现状,对新消费背景下的消费主体、领域及技术转变进行深入分析,明确发展契机,提出聚焦目标群体消费需求、加强产品核心竞争力、打造多场景细分营销模式的建议,以期助推乳制品行业不断创新、持续健康发展。

The market demand for dairy products is expanding in the new consumer context,ushering in a boom in personalized dairy products consumption. With the development of dairy technology,dairy products with the label of “low sugar” and “no sugar” have been launched in the market,but are insufficient in competitive advantage. This paper explained the current development of dairy products with reduced sugar,and analyzed the transformation of consumer,consumption areas and technologies under the new consumption,identify the development opportunities brought about by it. And then this paper proposed recommendations of focusing on the consumption needs of target groups,strengthening the core competitiveness of products,and created in a multi-scene segmentation marketing model,with a view to the continuous innovation and sustainable and healthy development of the dairy products industry by grasping the current market demand.