Chinese rocket

CHINA – Milk sales have increased 188% in just five years, according to a new report.

According to the Euromonitor study, the biggest influence on this increase is consumer awareness. In 2001, the Chinese government launched a campaign to publicise the benefits of dairy products. This included a state run school milk programme to encourage consumption. Dairy was also touted by the Chinese government as containing vitamins and minerals essential for the immune system following the SARS outbreak in 2003.

UHT milk shows the biggest increases, with value growth of 753% between 1998 and 2004. Fresh milk sales by value grew 72.9% in the same period. However, fresh milk is starting to gain market share as refrigerator ownership rises and distribution networks are improved.

Despite this growth, China still has the lowest per capita of consumption of milk in the world, at around two litres in 2004. In the report, Euromonitor predicts that this will grow, bringing value sales growth of 73% between 2004 and 2009.