乳制品消费加速分化，“精准营养”成行业新增长点

中国新闻网2025-12-25

中新网12月25日电 (记者赵方园)近年来，中国乳制品消费正在发生变化。一方面，中国约有6.6亿人存在乳糖不耐受或疑似乳糖不耐受，饮用普通牛奶后容易产生腹胀、腹泻等不适，传统牛奶令他们“想喝却不敢喝”。另一方面，不同人群的营养需求差异显著，处于转奶期的幼儿需要更亲和的营养，而50岁以上人群中，近三分之一面临骨质疏松、关节退化等多重问题，通用型产品难以满足其特定需求。与此同时，消费者的健康意识日益...

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赵方园)近年来，中国乳制品消费正在发生变化。一方面，中国约有6.6亿人存在乳糖不耐受或疑似乳糖不耐受，饮用普通牛奶后容易产生腹胀、腹泻等不适，传统牛奶令他们“想喝却不敢喝”。另一方面，不同人群的营养需求差异显著，处于转奶期的幼儿需要更亲和的营养，而50岁以上人群中，近三分之一面临骨质疏松、关节退化等多重问题，通用型产品难以满足其特定需求。与此同时，消费者的健康意识日益提升。年轻父母追求精细化育儿，健身人群关注高蛋白与身材管理，银发一族则聚焦于骨骼与消化健康。在“喝得少”“喝不对”的现实矛盾下，乳品行业开始从传统的普适供给，转向更具针对性的“精准营养”路径。围绕不同人群、不同功能的细分产品密集推出，成为行业新的增长方向。国内主要乳企正依据自身资源与技术优势，展开差异化布局与实践。如，蒙牛集团旗下品牌三只小牛通过开创“软牛奶”品类，成功切入乳糖不耐受这一广阔市场，并在此基础上，进一步针对“一老一小”推出增加母乳低聚糖(HMO)的“宝护牛乳”与关注骨骼肌肉健康的“骨利安牛奶”，完成了从解决“喝不了”到满足“喝得对”的精准产品矩阵构。尽管前景广阔，但行业在迈向“精准营养”过程中依旧面临挑战。目前市场上相关产品形态仍较单一，以添加DHA、益生菌的奶粉或液态奶为主，同质化竞争明显。同时，销售渠道仍主要依赖传统线下母婴店，如何有效触达中老年等新目标群体成为难题。此外，功能型产品的研发生产体系、法规与行业标准也有待进一步完善。“目前乳企在精准营养方面的发展还处于比较初级的探索状态，”业内人士分析指出，“无论是从财报还是线上销售情况来看，各大乳企的相关产品距离成为‘营收主力’尚有距离。”但随着更多企业的战略投入，赛道内的竞争正日趋激烈。对于未来发展，乳业分析师宋亮预测，精准营养业务预计将从2026年开始进入黄金发展期，行业步入快速上升通道，到2028年市场规模有望达到1000亿至1500亿元。(完)","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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