Drinking milk products is seeing a premiumisation trend, driven by the appeal to consumers of indulgence and health. In the fresh milk category, premium products with high protein claim and richness of taste generally outperform others in terms of growth rate.
An item called MILBOK latte first emerged on the menus of a few specialist coffee shops in 2021, and has since become a trendy and standard item in numerous coffee shops. Instead of using standard milk, the MILBOK latte uses fresh milk branded as MILBOK.
Specialist coffee and tea shops saw significant growth in China in 2021, and is forecast to continue to see strong growth in the coming years. The boom of specialist coffee and tea shops is expected to drive the volume growth of drinking milk products, especially fresh milk, in foodservice.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
See All of Our DefinitionsThis report originates from Passport, our Drinking Milk Products research and analysis database.
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