液态乳市场概览

2303 s 65 Chri2023 ©2023NielsenConsumerLLC.AllRightsReserved.    ©2023NielsenConsumerLLC.AllRightsReserved. 2023 GDP|23Q1 |23 4 |23 4 & 66.6% 68%— & +19.8% 0.1%&16-24 20.4% 4.5% 94.9 8.5% 1255 5.2% 48.8 |23 3 |23 4 -|23 5 +0.21%& -0.41% 4 -0.4, 4 vs 0.1% 20.4% CPI 4 vs 16-24 5.2% GDP vs + ●2023 ● --2023 -- ● ● ©2023NielsenConsumerLLC.AllRightsReserved. 3 ©2023NielsenConsumerLLC.AllRightsReserved. 2023 , 48% 48% >>vs.36% :NIQ2023 :12 / >>vs.26% 中国 20% 53% 19% 49% 17% 49% 17% 16% 46% 45% 44% , 28% 58% 25% 54% 22% 53% ©2023NielsenConsumerLLC.AllRightsReserved.5 ©2023NielsenConsumerLLC.AllRightsReserved. -“ ” % 23% 12% 22% 10% 21% 10% 20% 9% 18% 9% 17% 7% 17% 7% 16% 7% 16% 7% 16% 6% :NIQ2023:12 / 6 ©2023NielsenConsumerLLC.AllRightsReserved. -0.6 -0.6 -2.2 -2.2 -6.6 %| -9.4-9.4 YTD22Q1YTD23Q122Q122Q222Q322Q423Q1 -4.0 -4.0 -3.7 -4.5 -5.5 -5.5 -6.1 YTD22Q1 YTD23Q1 22Q122Q222Q322Q423Q1-4.6-4.1-4.6 -5.9 -4.6 -6.6 -4.1 IQ 87 & 67 YTD22Q1YTD23Q122Q122Q222Q322Q423Q1 ©2023NielsenConsumerLLC.AllRightsReserved.8 | (|3 (|3 &|MAT2 -0.3%+0.1%+9.4%+9.3% 43.4 +9.4% +9.3% 493.2 -0.4%+0.3% 51.9 492.6 0.32 -4.0% 3.53 +10.2% 31.00 +9.5% 49.0-7.8%-12.2%39.7 IQ 202020212022 47.5 491.0 45.2 0.31 3.90 -6.4% +3.7% 0.29 4.04 37.20 33.93 +9.6% 8.56 +9.2% 9.34 +10.9%10.36 12.5% -13.6% 11.3% 18.4% -1.0% 19.1% 17.8% +0.7% 18.6% 4.3% +3.1% 4.6% MAT2204MAT2304 ©2023NielsenConsumerLLC.AllRightsReserved.9 5 ” ” ” ” 店铺类型* • O2O • • • • • • • ©2023NielsenConsumerLLC.AllRightsReserved.10 | 食杂店中E-POS系统 90% 2022 产品丰富度提升 +19% (m²>40) E-POS  +24% E-POS - 22vs20 3843  toB  IQ©2023NielsenConsumerLLC.AllRightsReserved.11 // // - - YTD202211 44.5 25.0 30.5 % 16-20%21-25%26-30%31-40% IQ ©2023NielsenConsumerLLC.AllRightsReserved.12 2022+110% IQ |O2O +8% 14% /10.8% O2O 2.8% 1.6% 71% % 2022 / , , O2O- 2022+28% ( ) 2022+3% ©2023NielsenConsumerLLC.AllRightsReserved.13 | / 3 ||MAT2303++=100% / / (++=100% 12% 17% （2303期占比达27%） 14.6% 3.7% +134% +114% +305% | +30.5% CR10 | 74% 78% 81% 50% 85% 70% 90% 89% 天猫 抖音 IQ ©2023NielsenConsumerLLC.AllRightsReserved.14 ©2023NielsenConsumerLLC.AllRightsReserved. 15 2023 YTD2303 YTD2203 -5.5% -4.0% -6.2% +2.4% -5.9% -3.3% -1.8% -1.1% -3.5% -5.2% YTD2303 IQ 87 & 67 % 3.9%-6.0%-7.4%YTD2303 -6.9% -2.8% -6.1% YTD2203 YTD2203 -1 ©2023NielsenConsumerLLC.AllRightsReserved.16 |||YTD3 销售额(in10亿CNY) 销售量(in百万L) 销售件数(in百万) 60.056.555.6 3,958.33,681.63,643.2 7,261.4 6,295.25,919.0 -5.8%-1.6%-7.0%-1.0%-13.3%-6.0% YTD2103YTD2203YTD2303 YTD2103YTD2203YTD2303 YTD2103YTD2203YTD2303 15.15 15.34 +1.3%-0.6% 15.25 8.26 +8.6% 8.97 (inCNY) +4.6% 9.39 YTD2103YTD2203YTD2303YTD2103YTD2203YTD2303 IQ©2023NielsenConsumerLLC.AllRightsReserved.17 | / ||%&%|YTD2303MAT2303 6.1 品类整体同比增速 YTD2303MAT2303 -1.6%-6.7% -3.7 -8.1 -7.9 -6.8 -1.7 -1.6 -1.0 0.6 12345678 -9.6 -9.9 -10.2 -16.2 YTD2303 -17.8 -13.7 -13.3 % 43.5 YTD2303 3.4 12.79.4 2.43.4 13.0 9.3 IQ©2023NielsenConsumerLLC.AllRightsReserved.18 |& & |||YTD2303 (3,000)(2,000)(1,000)01,0002,0003,0004,000 vsYTD() +1383.7 -1391.7 -151.4 -456.0 -6.3 -161.9 -18.6 -97.5 IQ12 ©2023NielsenConsumerLLC.AllRightsReserved.19 •• •• •• ©2023NielsenConsumerLLC.AllRightsReserved.20 | % ||% | 8.8 10.1 11.2 10.8 14.8 15.3 23.7 21.7 19.6 24入 17.4% 17.5% 20入 16入 12入 YTD2203YTD2303 +1.6%+6.1% 0.6%-3.5% -0.4%5.0% -5.0%7.9% 10入 40.1% 9.2% 单入-7.1%-4.1% IQ YTD2103YTD2203YTD2303 Source:NielsenIQ2022ConsumerOutlookSurvey,Dec2021 ©2023NielsenConsumerLLC.AllRightsReserved.21 34.5 定位 提效 | |||YTD2303 % | 17.5 PI>130 46.2 110<PI<130 3.8 90<PI<110 19.8 70<PI<90 12.7 PI<70 YTD2303 (vsYTD2103) +34% Vs+7.7% PI(priceindex) % | YTD2303 (vsYTD2103) + +5.5% 6.9 常温酸奶 21.8 34.7 IQ 2.1 ©2023NielsenConsumerLLC.AllRightsReserved.22 定位 提效 | & |||YTD2203YTD2303 =100% 21.7% 23.6% 125.8% 12.8 218% 11.2 164% 160% 0.60.7 0.10.2 =100% YTD2203 YTD2303 价格指数 14.2% 37.6% 4.0% 16 15.5 162% 180% 12.4 107% 8 90% 71% 0.6 0.8 0.40.5 0 0% IQ + & 注：A2、娟姗牛奶**指通过产品长描述中包含该关键词进行筛选 ©2023NielsenConsumerLLC.AllRightsReserved.23 IQ 定位 提效 | & & &% +/|YTD2303| 1.1 0.2 0.1 -0.3 -0.5 -0.6 -0.3 -0.3 -0.8 -1.6-1.6 1.7 2.1 ** 0.0 2.4 SKU 300+ 150+ 50+ 50+ 10+ ** = + + + = + = + ©2023NielsenConsumerLLC.AllRightsReserved.24  GDP ” ” +  &  3  2023    &   &   & &   25