In recent years, the food industry has blown a healthy wind, and zero-added sucrose yogurt, as one of the most eye-catching categories, has become the favorite product of more and more consumers, and has also attracted many brands to join. Euromonitor's latest survey results show that Junlebao Jane Alcohol yogurt ranks first in the national sales volume of zero sucrose yogurt, becoming a leading brand in China's zero sucrose yogurt market.
This simple yogurt recommended by the well-known actor Deng Lun, after a year of its official endorsement, from "hidden champion" to "0 leader in the category of added sucrose", became the first brand of low-temperature zero sucrose yogurt. At the same time, from jujube yogurt, "rising cheese" cheese yogurt, to 0 added sucrose yogurt simple alcohol, Junlebao Dairy, which has continuously created categories, has once again become a vane of yogurt innovation.
Simple and mellow without burden
Sales of jane alcohol yogurt are far ahead
According to Ipsos' latest White Paper on Adult Health Management in China 2020, 34% of respondents aged 25-35 believe they are suffering from weight, obesity and body health. Consumers pay more attention to high-quality, healthy foods with reduced sugar and zero added sucrose in their diets. How to help consumers find a balance between taste and health under the market trend of healthy diet and sugar control, and easily achieve the ideal of low sugar and low calorie and enjoy a healthy life? Jane alcohol yogurt comes with the flow.
Tian Xiao, vice president of Junlebao Dairy Group and general manager of the yogurt business department, introduced that Junlebao simple alcohol yogurt has achieved a sweet and mellow taste on the basis of zero added sucrose and 100% fermented raw milk from its own pasture, so that everyone can enjoy the delicious taste of yogurt while having health.
Natural and healthy positioning, easy and unburdened formula, Jane Alcohol is favored by young, fashionable consumer groups, and the new life concept of "easy and no burden" passed by it is suitable for the lifestyle of young people, and Jane Alcohol has become the first choice for them on the way to work, lunch break, afternoon tea time, weight loss period and even late night overtime.
Tian Xiao said: Sales of jane alcohol yogurt will increase by 200% this year and will sell more than 1.4 billion boxes (cups, bags). Euromonitor data shows that jane alcohol is the first in the country in this category and has become a well-deserved leading brand of zero-added sucrose yogurt; another third-party latest data shows that in the field of sugar-free yogurt, Junlebao's market share reached 43.8%, of which 91% came from jane alcohol; in the field of low-temperature sugar-free yogurt, Junlebao's market share was as high as 46%, of which 90% came from simple alcohol.
Innovation is endless
Junlebao has successfully led the trend of low-temperature categories
Simple yogurt is not Junlebao's first innovative blockbuster. Over the years, in response to the increasingly diversified and precise consumption upgrade needs, Junlebao has continuously innovated product categories, launched star products such as red date yogurt and "rising cheese" cheese yogurt, and created a top-notch product matrix with high market competitiveness.
If category innovation gives Junlebao the opportunity to enter the market, then technological innovation has laid a barrier for products to occupy the track. The innovation ability of yogurt enterprises is first reflected in the innovation of lactic acid bacteria types. Junlebao is one of the first enterprises to carry out its own strain research, taking the lead in establishing a strain bank with more than 1,000 strains of lactic acid bacteria, and developing Lactobacillus paracasei N1115, Lactobacillus plantarum N3117 and independent yogurt starter with independent intellectual property rights, successfully breaking the monopoly of foreign countries.
This year, Junlebao's scientific research and innovation strength continues to increase, with a total investment of 500 million yuan, Junlebao Dairy Innovation Research Institute was put into use, from pasture planting, dairy cattle genetic breeding, dairy technology to new product development of the whole industry chain for research, fully supporting the future Junlebao whole industry chain innovation and development needs, and strive to achieve world-class industrial research and development.
The advantages of integration are fully demonstrated
Jane alcohol became synonymous with "quality"
The data shows that from 2010 to 2019, the per capita consumption of low-temperature yogurt in China rose from 0.59 kg to 1.58 kg, and the volume and growth rate of China's yogurt market led the world. However, compared with developed countries, there is still a big gap in China's per capita drinking volume, and the market potential is huge. The competition in the yogurt market is moving closer to differentiation, specialization and quality, and the supply chain layout based on high-quality milk sources, process innovation and quality control will become the key to future competition.
To this end, Junlebao is the first in the world to create an integrated model of the whole industry chain, to ensure the quality and safety of products from the source, and to accelerate the construction of the "five world-class" model, with world-class research and development, world-class advanced ranches, world-class leading factories, world-class partners and world-class food safety management system to ensure the high quality of products. This provides a rich fertile ground for continuous product innovation and the incubation of simple alcohol yogurt, making simple alcohol the first choice for quality yogurt in the minds of many consumers.
"The spontaneous, natural, healthy and pure simple yogurt gives consumers a new experience of feeling nutritious from the mouth." Wei Lihua, chairman and president of Junlebao Dairy Group, said that Junlebao will continue to innovate and develop, launch more healthier and more nutritious dairy products, bring consumers higher quality choices, and help achieve the quality of milk drinking and nutrition for Chinese people. (Wang Jun)
(Edited by Cui Man)