With the awakening of the consumption awareness of low-temperature fresh milk, the market prospects of low-temperature fresh milk Guangming . However, there are also many constraints when developing low-temperature fresh milk, such as production technology, milk source, cold chain, etc., especially the short shelf life, which has affected the popularization of low-temperature fresh milk nationwide in a short period of time.
Under such circumstances, long shelf life low-temperature milk began to rise, effectively improving the development disadvantages of low-temperature fresh milk and better occupying the low-temperature milk market. Nowadays, many dairy companies are making plans, which will become a trend for the development of low-temperature milk in the future.
Although high-temperature sterilization milk has been officially recognized, no national standards have appeared so far, and the standardized development of the industry is also a key point.
awakens the demand for low-temperature fresh milk
According to data released by Zhiyan Consulting, China's dairy sales scale reached 419.6 billion yuan in 2019. There are a wide variety of dairy products in China, among which room temperature products still dominate, and low-temperature products are still in a stage of rapid development.
China Dairy Industry Association data shows that China's Papt low-temperature fresh milk has a market share of about 15.2%, while fresh milk in developed countries accounts for more than 90% of liquid milk. In other words, although the domestic dairy industry is huge, the proportion of low-temperature fresh milk is still relatively low.
However, in recent years, the low-temperature fresh milk industry is developing faster. Data shows that the growth rate of the low-temperature fresh milk industry has increased from 6.1% in 2015 to 11.6% in 2019, and sales volume and unit price show a trend of double growth. Euromonitor International also predicts that the average annual compound growth rate of sales from 2019 to 2024 will be 6.56%, and the sales scale of pasteurized milk will reach 47.2 billion yuan in 2024.
Thanks to the development of society, the upgrading of dairy consumption, and the improvement of health awareness, in the post-epidemic era, consumers have more and more demands for "healthy", "fresh" and "high-quality" milk products, and the awareness of consumption of low-temperature fresh milk has been awakened.
Compared with room temperature milk, the concept of low-temperature fresh milk is fresher, has a better taste and higher nutritional value. The room temperature milk market is becoming more mature, and the period of relying on sales to drive scale growth has passed. Dairy companies need to find new incremental markets, which are a major boost to the sales of low-temperature fresh milk.
With great potential in the low-temperature fresh milk market and good development prospects, it has prompted dairy companies to begin to deploy in the low-temperature fresh milk field, and low-temperature fresh milk products are becoming more and more popular.
Long-health low-temperature milk came into being
Although low-temperature fresh milk has many advantages, some constraints have also appeared in development, such as a short shelf life, which has high requirements for production processes, milk sources, cold chains, etc.
Low-temperature fresh milk adopts pasteurization method, and generally has a shelf life of about 7 days. While effectively killing pathogenic bacteria, the active substances in the milk can be retained to the greatest extent, but they need to be kept at low temperature throughout the cold chain to inhibit the reproduction of microorganisms.
Compared with room temperature milk, low-temperature fresh milk has high quality requirements in the milk source. Only high-quality raw milk close to the market terminal can be better produced into low-temperature fresh milk. Mature and efficient cold chain facilities are required, and cold chain transportation and storage must be carried out at 2-6℃ throughout the process.
Therefore, there are still certain difficulties in promoting low-temperature fresh milk nationwide in a short period of time, and the short shelf life is also a prominent problem in the development of low-temperature fresh milk.
Under such reality, long shelf life and low temperature storage of milk came into being, and the shelf life of this type of milk can be extended to about 15 days. For example, Junlebao Yuexianhuo, Guangming Fresh Ranch, Unuo Milk, Meiji Chunyi, Weiquan Yanxuan Ranch and other products.
Independent dairy analyst Song Liang said in an interview with a reporter from Dairy Finance that there are three main reasons for companies to launch this type of long-shelf life and low-temperature milk. First, this milk has a longer shelf life and a longer distribution radius. It can break through the first- and second-tier markets and enter the third- and fourth-tier markets, causing the entire market capacity to grow rapidly. Secondly, it can intensify the advancement of northern dairy companies into the low-temperature milk market and break down the barriers for regional dairy companies to low-temperature pasteurized milk.Finally, the consumption of traditional dairy products slowed down, and low-temperature products rose and grew rapidly. This new milk category can enable the enterprise single product to grow rapidly.
Therefore, under the fierce market competition, no company will give up a new product or a new product category, whether it is a cross-regional dairy company in the south or a dairy company giant in the north. The emergence of low-temperature milk with long shelf life has solved the problem of short shelf life of low-temperature fresh milk, and has provided great help for dairy companies to expand their market share and occupy the market.
Another type of "fresh milk"
At present, most of these long-shelf life low-temperature milks on the market extend the shelf life through process. For example, by appropriately increasing the sterilization temperature, it can achieve a longer shelf life while retaining the nutrients in the milk.
Some companies use the ESL process, which is called extended shelf life milk, and is also considered super-pasteurized milk. It is understood that the milk source for producing this milk must be of good quality and the initial number of microorganisms must be very small.
The four milk products launched by UNO at the end of 2019 use high-temperature sterilization process (ESL), and the packaging is also marked with high-temperature sterilization milk.
Meiji Chunyi also uses ESL manufacturing process, which improves the cleanliness and sterilization of the equipment, completely prevents secondary pollution, and improves product quality. In addition, by improving the shelfability in the manufacturing process, the shelf life of the product can be extended.
flavors and sanitary selection ranch shows that ESL technology high-temperature sterilization milk is the ranch in the packaging. The main product selling point is the ranch.
Guangming's fresh ranch is also a high-temperature sterilization milk. Guangming Dairy also believes that the launch of fresh ranch is not inconsistent with Guangming's emphasis on 75℃ sterilization. The shelf life of high-temperature sterilization milk is slightly longer than that of pasteurized milk , and can cover more areas.
Junlebaoyue Fresh provides new paths and new technologies for innovation in fresh milk products, developed the INF 0.09S patented sterilization process, established a new generation of fresh milk processing technology, integrating the advantages of pasteurized milk and UHT (ultra-high temperature sterilization) milk, retaining more of the original natural active substances in the milk, and extending the shelf life to 19 days.
Regarding whether this long-shelf life low-temperature milk can still be regarded as "fresh milk", Song Liang said that so far this milk can still be regarded as fresh milk, because although the active substances of this milk are less than low-temperature pasteurized milk, it is more than room-temperature milk, so it is also a direction of development.
New trend of low-temperature milk development
At the end of February this year, the State Administration for Market Regulation issued an announcement stating that from March 1, the "Food Production License Variety Detailed List" in the " Food Production License " will be filled in according to the newly revised "Food Production License Classification Catalog".
has added "high temperature sterilization milk" to the newly revised "Category of Food Production License", indicating that the official has been approved. However, so far, no corresponding national standards have been formulated for high-temperature sterilization milk, and enterprises have also produced related products in accordance with enterprise standards.
It is worth mentioning that as new categories develop rapidly, industry standards also need to keep up as soon as possible, and standardized development will have a future.
When Guangming was able to obtain the first high-temperature sterilization milk production license in Shanghai, it was inseparable from the joint efforts of many parties. The Shanghai Market Supervision Bureau has formulated measures to match the new policy, jointly with expert review and provided professional guidance to help enterprises formulate enterprise standards for high-temperature sterilization milk.
When low-temperature products are growing rapidly in the third- and fourth-tier markets, it does provide a lot of convenience for enterprises to accelerate the occupation of the low-temperature milk market and expand sales radius by producing long-shelf life low-temperature milk. This is also a new category that many dairy companies are expanding.
"Dairy Finance" reporter interviewed Hou Junwei, general manager of Shanghai Ruinong Consulting, and said that this would become a trend for the development of low-temperature milk. This is the fastest type of product to enter the low-temperature field for medium and large enterprises. Since the consumption of low-temperature pasteurized milk has not yet been popularized, this super-ba product will become an important development direction.
