麦肯锡最新研报:《对美国乳制品消费者观点和行为的五点认识》(12页英文PDF)

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Five insights into the views and behaviors of the US dairy consumer
对美国乳制品消费者观点和行为的五点认识
September 2019 | Article
2019年9月|文章
Dairy companies that can tailor their product offerings to the evolving tastes of consumers will be better positioned for growth.
能够根据消费者不断变化的口味调整产品供应的乳制品公司将更适合增长。
he US dairy industry currently faces both serious challenges and exciting opportunities. Despite a steady decline over recent years in core categories including cheese (–1.2 percent), milk (–6.3 percent), and yogurt (–3.3 percent), there has been impressive growth among products and brands that are positioned to respond to changing consumer needs. Examples of these growth pockets include Icelandic yogurt, (+60.3 percent) and lactose reduced milk (+12.6 percent).1  Findings from McKinsey & Company’s US dairy consumer survey reinforce the increasing importance of meeting consumer expectations for value, health consciousness, and transparency across their dairy purchases to capture growth.
美国乳业目前面临着严峻的挑战和令人振奋的机遇。尽管近年来奶酪（下降1.2%）、牛奶（下降6.3%）和酸奶（下降3.3%）等核心品类的销量稳步下降，但能够应对不断变化的消费者需求的产品和品牌却有了惊人的增长。这些增长点的例子包括冰岛酸奶（增长60.3%）和乳糖还原奶（增长12.6%）。1麦肯锡公司的美国乳制品消费者调查结果进一步表明，满足消费者对价值、健康意识和乳制品采购透明度的期望以获取增长越来越重要。

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2020-1-12 16:22:34 上传

对美国乳制品消费者观点和行为的五点认识
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