Abstract: After the outbreak of the COVID-19,the consumption of dairy products in China fell for a while.With the epidemic gradually under control,the sales volume of liquid dairy products began to recover to a positive year-on-year growth after April.Since then,the total consumption of dairy products has accelerated and the consumption structure has been continuously optimized,especially the consumption of low-temperature fresh milk.In recent years, the consumption of cold fresh milk in my country has shown an accelerating growth trend,with a year-on-year growth rate of 25.6% in 2020,a record high growth rate.Generally speaking,in recent years,driven by the three major factors of policy encouragement,technological innovation,and market cultivation,the consumption of cold fresh milk has continued to grow rapidly,and consumers’increased attention to nutrition and health under the epidemic has greatly facilitated this process.This trend is expected to continue.It is recommended to follow the trend of consumption upgrades,increase the construction of milk source production bases and cold chain facilities,and build the foundation for high-quality development of the dairy industry.

Key words: dairy, cold fresh milk, consumption growth, reason