In the hot summer, ice cream is a lot of options to cool off. Here is the template of the ice cream market survey report I compiled for you. Let's take a look!

ice cream market survey report (I)

The history of ice cream. Ice cream has existed in China since ancient times. When? Ice cream? In the Song Dynasty, Yang Wanli wrote a poem to express his love for ice cream. "It's like being tired and refreshing, like being condensed and floating. Jade came to the bottom of the plate and the snow melted to the sun. "

At the end of China in the Tang Dynasty, people began to make ice in summer. In China in Song Dynasty, merchants began to add fruit or juice to cold food. To aid China, some people added fruit pulp and milk to the ice.

In 1927, American merchants opened Haining Foreign Firm in Shanghai and produced popsicles by mechanical methods, which was the earliest cold drink manufacturer in China.

in 1948, the factory was resold to the pseudo-logistics department, and later, Haihe Co., Ltd. was jointly established with British Business and Egg Factory to continue to produce the above products with the registered trademark of "Beauty Brand". This was the largest cold drink factory in China before liberation.

Industry analysis of ice cream.

The new favorite of modern consumers. The development trend of the international ice cream market is gradually becoming 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 1 kinds, 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 been developed for many years, and its professionalism is very strong. It needs professional refrigeration and logistics transportation. After the merger and reorganization of capital within the industry in previous years, the concentration of ice cream industry is very high, the number of large enterprises is increasing, the number of small enterprises is gradually decreasing, and enterprises that do not conform to market behavior are all 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 2xx, the retail volume of ice cream in China will exceed 4.5 billion liters, and in 2xx, the retail volume of ice cream in China will exceed 5 billion liters.

The development prospect of ice cream. It has great potential in the domestic ice cream industry. Unilever, as a multinational company ranked in the forefront of Fortune Global 5

, has the largest ice cream manufacturer in the world with total annual sales exceeding 52 billion US dollars, and Heluxue is the largest international brand. With its famous 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. Enterprises are product-oriented, products are quality-oriented, quality is talent-oriented, and talent is spirit-oriented "as the motto. Therefore, enterprises must widely absorb technology development, management and other aspects in order to survive and develop in the tide of competition. Looking forward to the future development, market competition is the potential.

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 1% in the next five years. Because the cold drink market is greatly influenced by uncertain factors, especially weather factors, cold drinks are products that depend on the weather and 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 frozen drink market in China 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 fashionable, leisure, personalized, functional and catering, which requires enterprises to put all-round innovation in the first place.

Ice cream market survey report (II)

According to the report of China Food News on May 23rd, 2xx, the annual per capita consumption of cold drinks in Shanghai is 5.8kg, which has exceeded the global per capita annual consumption of 1.3kg Based on the analysis of the comprehensive factors in Shanghai market, it is estimated that the annual sales volume of cold drinks in Shanghai will reach 76, tons this year, with an annual retail sales of 85 million yuan, which is characterized by the weakening of consumption season, the strengthening of brand quality and the expansion of household consumption. From the national situation, this is also the characteristic of the national ice cream market.

1. The consumption season is fading

In developed countries such as the United States, Europe and Japan, ice cream has long been a best-selling food in four seasons, and it is the first time in China that the off-season is not weak, and the sales of cold drinks in winter are booming in the northeast market. This is mainly because although the winter climate in Northeast China is cold, the indoor temperature is high and the climate is dry, and the demand for cold drinks is still large. We often say that there are two peak seasons (summer and winter) for cold drinks in Northeast China. Now, with the improvement of people's living standards, it has become a new fashion to eat ice cream in winter all over the country.

2. Strengthening brand quality

With the enhancement of people's awareness of health and self-protection, consumers are more rational in purchasing cold drinks. People should not only pay attention to the hygiene and quality standards of cold drinks, but also buy brand-name products to make themselves eat safely, healthily and safely. In the market competition of survival of the fittest, the number of cold drink manufacturers in Shanghai has decreased from 13 in 1994 to 43 last year, and it is expected that the number will be reduced to less than 4 this year. After 8 years of market screening, we have introduced high-,medium-and low-grade cold drinks that meet different levels for different market targets to meet the diversified needs of the Shanghai market.

3. Expansion of household consumption

In recent years, the circulation channels of consumer goods have undergone drastic changes all over the country, especially in major cities. The new business forms represented by hypermarkets, supermarkets and convenience stores have replaced the traditional grocery stores. Residents' buying habits have also changed greatly, bringing back their favorite cold drinks from supermarkets, hypermarkets and cold drinks wholesale outlets for the whole family to enjoy. This phenomenon has become a common practice 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 recent consumer survey in Shanghai, 57% of consumers like to buy cold drinks in supermarkets, hypermarkets and convenience stores, while 39% and 31% buy them in cold drink wholesale stations and roadside shops respectively. This fully shows that the new business style has become the main place to buy cold drinks.

4. Brand innovation and standardization

At present, food safety and health problems are increasingly prominent, and the state has stepped up the rectification of the ice cream industry. In order to build their own advanced brand concepts, many ice cream brands are constantly innovating, and several brands in China are almost close to international standards. For example, Bingguocai | Hong, the top ten ice cream brand in China, focuses on bodybuilding and body-building. From the perspective of the interests of consumers, it has launched 2 exclusive formulas in 2xx and has been recognized by tens of thousands of consumers, that is, it has the dual effects of bodybuilding and not gaining weight.

Ice cream market survey report (III)

1. Overall characteristics and current situation of the industry:

The national cold drink production and sales volume in 2xx exceeded 3.2 million tons, an increase of 15% over the same period of last year; The sales volume is about 37 billion, and it is estimated that the annual production and sales volume of 2xx will exceed 3.6 million tons, and the sales volume will reach more than 4 billion yuan.

1. The development speed is accelerated, and the total scale of the industry is increased. < P > With its beautiful, cold, happy and sweet feeling, ice cream is developing rapidly in China, and its overall market is increasing rapidly year by year. After more than ten years' rapid growth, the ice cream market in China has made the per capita annual consumption in China reach 1.2kg, and it is predicted that it will rise to 6 liters in the next 2 years. By then, China will become the largest ice cream consumer in the world. However, in terms of per capita consumption level, the gap between China and the developed countries in the world is still quite wide. At present, the world's largest ice cream consumer? The average annual consumption of ice cream in the United States is 23 liters, 17 kilograms in Australia, 16 kilograms in Sweden, 11 kilograms in Japan and 18 kilograms in the Netherlands. China's ice cream market with great potential has attracted great capital's pursuit and attention, which has brought broad market prospects for the development of China's ice cream industry.

2. The survival of the fittest changed qualitatively, and the industry monopoly momentum increased

Until the mid-199s, the cold drink market in China was still in a state of extremely dispersed brands. Cold drinks are only seasonal products for both producers and consumers. For many food factories, producing cold drinks is only a phased arrangement in a year. For many self-employed, it is "busy in March and eating for one 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 initial stage of development, the cold drink industry is inevitably in a "low, small, scattered, chaotic and poor" situation. However, with the emergence of domestic brands such as Yili and Mengniu in the field of ice cream, foreign brands such as Nestle, Heluxue and Haagen-Dazs have entered the mainland market in China, and a cruel reshuffle of the cold drink industry has begun. Historically, there were more than 1, cold drink brands in China (I believe that if you add small factories and individual workshops without brands, there will be more than 1, producers), but now 8% of them have lost their competitiveness or even simply died out.

In 2xx, the brand market share of China cold drink market showed a major avalanche situation, which changed the long-term deadlock stage. Specifically, large enterprises are gaining advantages in terms of scale, efficiency and even management, while regional small and medium-sized enterprises are constrained by funds and concepts, and they are in a dilemma. Some small enterprises that had a good life a few years ago, after 2xx years of difficulties, most of them shut down and turned around, which has 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 more than 3, small brands operating in a scattered way to the strength competition among more than 1 cold drinks giants.

3. The consumption of ice cream in China has shifted 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 1/3 of that in summer, while the gap in the United States is 1/2 to 1/3. The seasonal difference reflects the single consumption structure and the single function of products. 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 too much progress and development. In foreign countries, the ice cream market is hardly related to the season, which is the result of the education of early foreign production enterprises. Most manufacturers in China are unwilling to spend money on this. 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 different kinds of ice cream products can adapt to consumption in different seasons. The ice cream market in China can only be regarded as truly mature when the consumption consciousness of China people has gone out of this misunderstanding. What is gratifying is that with the increase of per capita income in China, 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 increased.

second, the main characteristics of the ice cream market

nowadays, with the continuous progress and development of society, people's consumption level is improving day by day, and the requirements for all kinds of foods are constantly improving. As one of the commonly used foods in summer, ice cream is also developing constantly. In order to cater to different consumers, ice cream manufacturers have made great efforts to be "new" and its development trend has begun to become clear:

1. Develop health-care ice cream: < P > Health-care ice cream is an ice cream aimed at improving human health. Looking at the traditional ice cream products, they are mainly high in sugar and fat, and contain high calories. The development trend of food in the future is to meet people's nutritional requirements. Therefore, nutritionists have 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 food or sugar-free and sugar-free food has developed the fastest, and other countries have followed closely. Some patients have special dietary requirements, such as diabetics who avoid eating fat and sugar. If they eat traditional high-sugar ice cream, their illness will increase, and they like eating ice cream very much. At this time, functional ice cream with special requirements will meet their needs. For example, products that replace the original sucrose with oligosaccharides and sugar alcohols serve this kind of consumers.

2. Develop new raw materials:

The taste and flavor of traditional ice cream are accepted by people, among which fat and sugar play the main role. But they contain a lot of calories and are not suitable for use. Therefore, their substitutes are needed to make them have the taste of fat and sugar, but the calorie content is very small. In addition, in terms of non-fat 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 and auxiliary materials return to nature:

There are many raw and auxiliary materials that make up dairy products, mainly in two categories: one is natural, that is, taken from animals and plants in nature, such as milk, eggs and sucrose, and the other is synthetic, such as saccharin sodium and some flavors and fragrances. Because the raw and auxiliary materials are synthesized by artificial chemistry, their safety is often criticized by people, 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. And the use of synthetic sweeteners and pigments is constantly decreasing. Natural additives can be used quickly.

4. The consumption trend has changed:

With the development and expansion, the output of ice cream has increased 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 increasingly picky about the flavor, color, packaging and price of varieties, and the consumer groups have undergone tremendous changes. The consumption team continues to expand, and the ice cream has just been developed, and it is almost only the privilege of some children. However, with the continuous improvement of people's living standards and the improvement of ice cream products, his consumer groups have been expanding, and adults have become more and more fond of all kinds of ice cream products. And people's consumption time and purpose also have different changes, and ice cream is no longer just a consumer product in summer. With the continuous increase of its solids, consumers are fashionable and interested, which not only gives people a cool and refreshing effect. What consumers pay more attention to is its unique nutrition and functionality.

5, products tend to be serialized,