Investigation report on ice cream
The history of ice cream. Ice cream has existed in China since ancient times. What time? Ice cream? In Song Dynasty, Yang Wanli wrote a poem to express his love for ice cream. "Like tired and relaxed, like condensed and floating away. Jade comes to the bottom of the plate, and snow melts into the sun. "
In China at the end of the Tang Dynasty, people began to make ice in summer. In the Song Dynasty in China, merchants began to add fruit or juice to cold food. In order to help China, some people added fruit pulp and milk to the ice.
1927, American businessmen set up Haining Foreign Firm in Shanghai to produce popsicles by mechanical method, which was the earliest cold drink manufacturer in China.
/kloc-in 0/948, the factory was resold to the pseudo-logistics department, and then Haihe co., ltd. was jointly established with British merchants and egg products factory to continue to produce the above products with the registered trademark of "Meipai". This was a cold drink factory in China before liberation.
Analysis of ice cream industry.
The new favorite of consumers in modern life. The development trend of the international ice cream market is gradually clear, and the ice cream culture is also emerging. In order to attract more consumers, enterprises have to make great efforts in product research and development. The variety of products has increased by nearly 100, and the taste has been adjusted. Eating "health" and "happiness" has become the goal pursued by ice cream enterprises.
With the improvement of people's living standards, consumers are more picky about the choice of ice cream. The ice cream industry has developed for many years and is very professional. Need professional refrigeration and logistics transportation. After the merger and reorganization of capital in the industry in the past few years, the concentration of ice cream industry is very high, with more and more large enterprises and fewer small enterprises, and all enterprises that do not conform to market behavior have been eliminated.
With the development of economy and culture, leisure consumption accounts for an increasing proportion, and ice cream is becoming the new favorite of consumers in China. In 20xx, the retail sales of ice cream in China will exceed 4.5 billion liters, and in 20xx, the retail sales of ice cream in China will exceed 5 billion liters.
The development prospect of ice cream has great potential in the domestic ice cream industry, and Unilever is one of the fortune 500 companies.
This multinational company, which ranks in the forefront among powerful companies, has a total annual sales of more than 52 billion US dollars, and is the largest ice cream manufacturer in the world, while Heluxue is an international brand. With the brand, advanced equipment, technology, large-scale investment and localized operation, the company has flourished in the highly competitive market. With the fierce market competition, talents become more and more important. Enterprise is product-oriented, product is quality-oriented, quality is talent-oriented, and talent is spirit-oriented "is the motto. It can be seen that in order to survive and develop in the tide of competition, enterprises must widely absorb knowledge in technology development and management. Looking forward to the future development, market competition has potential.
According to the investigation and analysis of national economic development and market demand in China, it can be considered that the growth rate of China ice cream market in the next five years is 10%. Because the cold drink market is greatly influenced by uncertain factors, especially weather factors, cold drinks are weather-dependent products, which are closely related to weather changes, so there is a greater possibility of irregular fluctuations, but overall, the output of ice cream is slowly rising, and the ice cream market has broad prospects.
Frozen drinks have developed rapidly in the domestic food industry, and the huge domestic frozen drink market has attracted many gold diggers.
Facing unprecedented opportunities and challenges, innovation is the only way for ice cream brands to rise on the international stage. The ice cream industry is becoming more and more fashionable, leisure, personalized, functional and catering, which requires enterprises to put all-round innovation in the first place.
Investigation report on ice cream
According to "China Food News" reported on May 23rd, 20xx, the annual per capita consumption of cold drinks in Shanghai is 5.08kg, which exceeds the global per capita consumption1.3kg. Based on the comprehensive factor analysis of the Shanghai market, it is estimated that the annual sales volume of cold drinks in Shanghai will reach 76,000 tons this year, and the annual retail sales will reach 850 million yuan, showing the characteristics of low consumption season, strengthened brand quality, expanded household consumption and concentration below 2 yuan. From the national situation, this is also a feature of the national ice cream market.
1, the peak consumption season subsided.
In the United States, Europe, Japan and other developed countries, ice cream has long been the best-selling food in the four seasons. In China, ZUI first appeared in the off-season, and the sales of cold drinks in winter in the northeast market were hot. This is mainly because the winter climate in Northeast China is cold, but the indoor temperature is high and the climate is dry, and the demand for cold drinks is still large. We often say that cold drinks in Northeast China have two peak seasons (summer and winter). Now, with the improvement of people's living standards, eating ice cream in winter all over the country has become a new fashion.
2. Strengthen brand quality
With the enhancement of people's health awareness and self-protection awareness, consumers are more rational when purchasing cold drinks. People should not only pay attention to the hygiene and quality standards of cold drinks, but also choose products that can make them safe, healthy and safe to eat. In the market competition of survival of the fittest, the number of cold drink manufacturers in Shanghai decreased from 1930 in 1994 to 43 last year, and it is expected that the number will be reduced to less than 40 this year. After eight years of market screening, high-,medium-and low-grade cold drinks were introduced according to different market objectives to meet the diversified needs of the Shanghai market.
3. Expand household consumption
In recent years, great changes have taken place in the circulation channels of consumer goods throughout the country, especially in major cities. Traditional grocery stores have been replaced by new business forms represented by hypermarkets, supermarkets and convenience stores. Residents' buying habits have also changed a lot. They bring back their favorite cold drinks from supermarkets, hypermarkets and cold drinks wholesale outlets for the whole family to enjoy. This phenomenon has become commonplace in Shanghai. Supermarkets, hypermarkets and cold drink wholesale outlets have become the main places for consumers to buy cheap and affordable cold drinks. According to a latest consumer survey of Shanghai ZUI, 57% consumers like to buy cold drinks in supermarkets, hypermarkets and convenience stores, 39% consumers like to buy cold drinks in wholesale stations, and 365,438+0% consumers like to buy them in roadside shops. This fully shows that the new format has become the main place to buy cold drinks.
4. Standardization of brand innovation
At present, the problem of food safety and hygiene has become increasingly prominent, and the state has intensified its efforts to rectify the ice cream industry. In order to build their own advanced brand concept, many ice cream brands are constantly innovating, and several domestic brands are almost close to international standards. For example, Cai Bingguo Hong Jiu, one of the top ten ice cream brands in China, focuses on bodybuilding and body shaping. For the benefit of consumers, 20 kinds of recipes were introduced in 20xx, which was recognized by tens of thousands of consumers, that is, it has the dual effects of bodybuilding and not getting fat.
Investigation report on ice cream
I. General characteristics and present situation of the industry:
In 20xx, the national cold drink production and sales exceeded 3.2 million tons, up by15% year-on-year; The sales volume is about 37 billion. It is estimated that the annual production and sales volume of 20xx will exceed 3.6 million tons, and the sales volume will reach more than 40 billion yuan.
1. The development speed is accelerated, and the total industrial scale is increased.
With its beautiful, cold, happy and sweet feeling, ice cream is developing rapidly in China, and the overall market is growing rapidly year by year. After more than ten years of rapid growth, the ice cream market in China has made the annual per capita consumption in China reach 1.2 kg, and it is predicted that it will rise to 6 liters in the next 20 years. By then, China will become a big ice cream consumer in the world. However, as far as per capita consumption level is concerned, the gap between China and the developed countries in the world is still quite large. At present, the world's largest consumer of ice cream? The average annual consumption of ice cream in the United States is 23 liters, that in Australia is 17 kg, that in Sweden is 16 kg, that in Japan is1kg, and that in the Netherlands is 18 kg. The ice cream market in China, with great potential, has attracted the attention of major capitals and brought broad market prospects for the development of ice cream industry in China.
2. The survival of the fittest has undergone a qualitative change, and the monopoly of the industry has increased.
Until the mid-1990s, the cold drink market in China was still in a state of extremely dispersed brands. Cold drinks are only seasonal products for producers and consumers. For many food factories, the production of cold drinks is only a phased arrangement in a year. For many self-employed, it is "busy in March, eat in a year". In this case, the cold drink industry is far from a national market system, and there are many gaps in the quality supervision system. In the early stage of development, the cold drink industry is inevitably in a "low, small, scattered, chaotic and poor" situation. However, with the rise of domestic brands such as Yili and Mengniu in the field of ice cream, foreign brands such as Nestle, Helvxue and Haagen-Dazs have entered the mainland market in China, and a cruel reshuffle of the cold drink industry has begun. There used to be more than 1000 cold drink brands in China (I believe if you add small factories and individual workshops without brands, there will probably be more than 1000 manufacturers), but now 80% of them have lost their competitiveness or even simply died out.
In 20xx, the brand market share of China cold drink market showed a big avalanche trend, which changed the deadlock of shuffling for a long time. Specifically, large enterprises are gaining advantages in scale, efficiency and even management, while regional small and medium-sized enterprises are constrained by funds and concepts and are in a dilemma. After 20xx years of difficulties, most of the small enterprises that had a good life a few years ago have been eliminated, while some foreign-funded enterprises and domestic giants have made great achievements by taking advantage of capital, technology, raw materials, management and market. In the past ten years, domestic cold drinks have also changed from the dispute of decentralized management of more than 3,000 small brands to the strength competition of more than 10 cold drinks giants.
3. The consumption of ice cream in China has changed from heatstroke prevention to leisure enjoyment regardless of seasons, and ice cream is gradually becoming a snack food.
The ice cream market in China is 1/30 in winter, and in the United States it is 1/2 to 1/3. Seasonal differences reflect the single consumption structure and single product function. Today, the ice cream market in China is still a market with strong seasonal consumption. If this market situation is maintained, the ice cream market in China will not make much progress and development. In foreign countries, the ice cream market has almost nothing to do with the season, which is the result of the education of early foreign production enterprises. Most domestic manufacturers are reluctant to spend money on this. The ice cream manufacturers in China should first realize this market concept, and then let consumers know that ice cream is not only available in summer, but also different kinds of ice cream products can adapt to the consumption in different seasons. The ice cream market in China will be truly mature only if the consumption consciousness of Chinese people walks out of this misunderstanding. It is gratifying that with the increase of per capita income, the continuous expansion of consumer groups and the development of urbanization in China, people's cold drink consumption habits and spending power have changed and improved.
Second, the main characteristics of the ice cream market
Nowadays, with the continuous progress and development of society, people's consumption level is increasing day by day, and the requirements for all kinds of food are also increasing. As one of the commonly used foods in summer, ice cream is also developing continuously. In order to cater to different consumers, ice cream manufacturers have made great efforts in "new" and its development trend has begun to become clear:
1, development of healthy ice cream:
Health ice cream is an ice cream aimed at improving human health. Look at the traditional ice cream products, mainly high in sugar, high in fat and high in calories. The development trend of food in the future is to meet people's nutritional needs. Therefore, nutritionists put forward a plan of "three lows and one high", that is, low sugar, low salt, low fat and high protein, which is also the development trend of ice cream industry. In the United States, low-calorie foods or sugar-free foods have developed rapidly, and other countries have followed suit. Some patients have special dietary requirements, such as avoiding fat and sugar for diabetics. If they eat traditional high-sugar ice cream, their diseases will increase, and they like ice cream very much. At this time, functional ice cream with special requirements meets their needs. For example, products that replace the original sucrose with oligosaccharides and sugar alcohols serve this kind of consumers.
2. Development of new raw materials:
The taste and flavor of traditional ice cream are accepted by people, in which fat and sugar play a major role. But they contain a lot of heat and are not suitable for use. So they need substitutes to make them taste like fat and sugar, but they have little calories. In addition, in terms of skimmed milk solids, countries such as Europe and America have used milk protein concentrate containing 35% protein to replace part of skimmed milk powder to produce dairy products. In China, many manufacturers also use protein powder and dextrin to replace some dairy products in order to reduce costs and improve health care functions.
3, raw materials return to nature:
There are many raw and auxiliary materials that make up dairy products. There are two main types: one is natural, that is, animals and plants taken from nature, such as milk, eggs, sucrose, etc., and the other is synthetic, such as saccharin sodium and some flavors and fragrances. Because the raw and auxiliary materials are all artificially synthesized, their safety is often criticized and they are always uneasy when used. Natural raw materials are generally safe for human body. Therefore, advocating and returning to nature has become a fashion today, especially in sweeteners and pigments. The use of synthetic sweeteners and pigments is also decreasing. Natural additives can be used quickly.
4. Changes in consumption trends:
With the development of ice cream, the output is increasing at an unprecedented speed, and the market is also expanding rapidly. People not only have higher and higher requirements for ice cream, but also are more and more picky about the flavor, color, packaging and price of varieties, and the consumer groups have undergone tremendous changes. The consumption ranks are constantly expanding, and ice cream has just developed, which is almost only the privilege of some children. However, with the continuous improvement of people's living standards and the continuous improvement of ice cream products, his consumer groups continue to expand, and adults are increasingly fond of various ice cream products. Moreover, people's consumption time and purpose have also changed differently, and ice cream is no longer just a consumer product in summer. With the increasing of its solids, consumers are interested in fashion, which not only gives people a cool effect. Consumers are more concerned about its unique nutrition and functionality.
5. Products tend to be serialized and diversified:
In order to meet the changing needs of consumers' consumption orientation, dairy products are gradually developing in the direction of serialization, such as: fruity dairy products series, coating series, sandwich series and so on. Under the premise of not losing the taste of raw milk, various fruit essences, fruit juices and pulp are added, and new products are developed by combining the tastes of acid, sweetness and coffee to form a diversified product series. In terms of nutrition, on the basis of the original nutritional function of ice cream products, some functional ingredients are added to improve the advantages of ice cream products, such as health ice cream products and sports ice cream products suitable for diabetics.
6. Product packaging is becoming more and more beautiful, novel and peculiar;
Nowadays, with the development of economy, people not only pay attention to the internal quality of goods, but also hope to make some reforms and breakthroughs in the packaging of products. Packaging mainly includes modeling and outer packaging. Packaging modeling plays a great role in product sales. Modeling beauty is a synthesis that reflects the overall aesthetic feeling of products, and the era of focusing only on quality and ignoring packaging has passed. To this end, ice cream manufacturers have to work hard on the packaging of ice cream.
Third, the ice cream (ice cream) industry development trend
1, the output of ice cream shows a slow upward trend, and the market prospect is broad.
According to the investigation and analysis of China's national economic development and market demand, it can be considered that the growth rate of China's ice cream market will be 5-6% in the next five years. Because the cold drink market is greatly influenced by uncertain factors, especially weather factors, cold drinks are weather-dependent products and closely related to weather changes, so there is a greater possibility of irregular fluctuations, but overall, the output of ice cream is slowly rising, and the market prospect is broad.
2, the pursuit of quality and brand, innovation and development.
For the ice cream market, the main factors that affect consumers' buying behavior are taste and price. With the development of national economy, the improvement of people's living standards and the maturity of consumer psychology, the influence of quality and brand on consumers' buying behavior is getting stronger and stronger. Therefore, the proportion of high-grade products in total consumption will continue to increase, while the proportion of low-grade products will decline.
Product innovation will inject vitality into enterprises and meet the needs of consumers. Children and young men and women are the main groups of ice cream consumption. On the one hand, innovative products can satisfy children's curiosity, on the other hand, they can increase the demand for nutritional functions by adding some nutritional and health-care ingredients. Innovation should be new, strange and special. Well-known enterprises at home and abroad have their own new products and brands. Only in this way can we gain a foothold in the market. To be in an invincible position, the formula of Xue Lu's success is: international brand+international quality+local production = winning by competition.
3, the trend of enterprise scale and large-scale.
The development of ice cream industry in China has gradually matured. After several years of market competition, some ice creams in large and medium-sized cities and regions will be merged and some will be eliminated. With the deepening of reform and opening up, some well-known foreign brand companies will continue to follow in the footsteps of Xue Lu and Nestle. With strong capital advantages, new international brands, advanced management experience and marketing methods, it will quickly enter the China market, which will bring great pressure and threats to domestic enterprises and force them to accelerate the development towards large-scale and large-scale trends.
Investigation report on ice cream
The history of ice cream. Ice cream has existed in China since ancient times. What time? Ice cream? In Song Dynasty, Yang Wanli wrote a poem to express his love for ice cream. "Like tired and relaxed, like condensed and floating away. Jade comes to the bottom of the plate, and snow melts into the sun. "
In China at the end of the Tang Dynasty, people began to make ice in summer. In the Song Dynasty in China, merchants began to add fruit or juice to cold food. In order to help China, some people added fruit pulp and milk to the ice.
1927, American businessmen set up Haining Foreign Firm in Shanghai to produce popsicles by mechanical method, which was the earliest cold drink manufacturer in China.
/kloc-in 0/948, the factory was resold to the pseudo-logistics department, and then Haihe co., ltd. was jointly established with British merchants and egg products factory to continue to produce the above products with the registered trademark of "Meipai". This was a cold drink factory in China before liberation.
Analysis of ice cream industry.
The new favorite of consumers in modern life. The development trend of the international ice cream market is gradually clear, and the ice cream culture is also emerging. In order to attract more consumers, enterprises have to make great efforts in product research and development. The variety of products has increased by nearly 100, and the taste has been adjusted. Eating "health" and "happiness" has become the goal pursued by ice cream enterprises.
With the improvement of people's living standards, consumers are more picky about the choice of ice cream. The ice cream industry has developed for many years and is very professional. Need professional refrigeration and logistics transportation. After the merger and reorganization of capital in the industry in the past few years, the concentration of ice cream industry is very high, with more and more large enterprises and fewer small enterprises, and all enterprises that do not conform to market behavior have been eliminated.
With the development of economy and culture, leisure consumption accounts for an increasing proportion, and ice cream is becoming the new favorite of consumers in China. In 20xx, the retail sales of ice cream in China will exceed 4.5 billion liters, and in 20xx, the retail sales of ice cream in China will exceed 5 billion liters.
The development prospect of ice cream has great potential in the domestic ice cream industry, and Unilever is one of the fortune 500 companies.
This multinational company, which ranks in the forefront among powerful companies, has a total annual sales of more than 52 billion US dollars, and is the largest ice cream manufacturer in the world, while Heluxue is an international brand. With the brand, advanced equipment, technology, large-scale investment and localized operation, the company has flourished in the highly competitive market. With the fierce market competition, talents become more and more important. Enterprise is product-oriented, product is quality-oriented, quality is talent-oriented, and talent is spirit-oriented "is the motto. It can be seen that in order to survive and develop in the tide of competition, enterprises must widely absorb knowledge in technology development and management. Looking forward to the future development, market competition has potential.
According to the investigation and analysis of national economic development and market demand in China, it can be considered that the growth rate of China ice cream market in the next five years is 10%. Because the cold drink market is greatly influenced by uncertain factors, especially weather factors, cold drinks are weather-dependent products, which are closely related to weather changes, so there is a greater possibility of irregular fluctuations, but overall, the output of ice cream is slowly rising, and the ice cream market has broad prospects.
Frozen drinks have developed rapidly in the domestic food industry, and the huge domestic frozen drink market has attracted many gold diggers.
Facing unprecedented opportunities and challenges, innovation is the only way for ice cream brands to rise on the international stage. The ice cream industry is becoming more and more fashionable, leisure, personalized, functional and catering, which requires enterprises to put all-round innovation in the first place.
Investigation report on ice cream
According to "China Food News" reported on May 23rd, 20xx, the annual per capita consumption of cold drinks in Shanghai is 5.08kg, which exceeds the global per capita consumption1.3kg. Based on the comprehensive factor analysis of the Shanghai market, it is estimated that the annual sales volume of cold drinks in Shanghai will reach 76,000 tons this year, and the annual retail sales will reach 850 million yuan, showing the characteristics of low consumption season, strengthened brand quality, expanded household consumption and concentration below 2 yuan. From the national situation, this is also a feature of the national ice cream market.
1, the peak consumption season subsided.
In the United States, Europe, Japan and other developed countries, ice cream has long been the best-selling food in the four seasons. In China, ZUI first appeared in the off-season, and the sales of cold drinks in winter in the northeast market were hot. This is mainly because the winter climate in Northeast China is cold, but the indoor temperature is high and the climate is dry, and the demand for cold drinks is still large. We often say that cold drinks in Northeast China have two peak seasons (summer and winter). Now, with the improvement of people's living standards, eating ice cream in winter all over the country has become a new fashion.
2. Strengthen brand quality
With the enhancement of people's health awareness and self-protection awareness, consumers are more rational when purchasing cold drinks. People should not only pay attention to the hygiene and quality standards of cold drinks, but also choose products that can make them safe, healthy and safe to eat. In the market competition of survival of the fittest, the number of cold drink manufacturers in Shanghai decreased from 1930 in 1994 to 43 last year, and it is expected that the number will be reduced to less than 40 this year. After eight years of market screening, high-,medium-and low-grade cold drinks were introduced according to different market objectives to meet the diversified needs of the Shanghai market.
3. Expand household consumption
In recent years, great changes have taken place in the circulation channels of consumer goods throughout the country, especially in major cities. Traditional grocery stores have been replaced by new business forms represented by hypermarkets, supermarkets and convenience stores. Residents' buying habits have also changed a lot. They bring back their favorite cold drinks from supermarkets, hypermarkets and cold drinks wholesale outlets for the whole family to enjoy. This phenomenon has become commonplace in Shanghai. Supermarkets, hypermarkets and cold drink wholesale outlets have become the main places for consumers to buy cheap and affordable cold drinks. According to a latest consumer survey of Shanghai ZUI, 57% consumers like to buy cold drinks in supermarkets, hypermarkets and convenience stores, 39% consumers like to buy cold drinks in wholesale stations, and 365,438+0% consumers like to buy them in roadside shops. This fully shows that the new format has become the main place to buy cold drinks.
4. Standardization of brand innovation
At present, the problem of food safety and hygiene has become increasingly prominent, and the state has intensified its efforts to rectify the ice cream industry. In order to build their own advanced brand concept, many ice cream brands are constantly innovating, and several domestic brands are almost close to international standards. For example, Cai Bingguo Hong Jiu, one of the top ten ice cream brands in China, focuses on bodybuilding and body shaping. For the benefit of consumers, 20 kinds of recipes were introduced in 20xx, which was recognized by tens of thousands of consumers, that is, it has the dual effects of bodybuilding and not getting fat.