Behind the increasingly expensive ice cream, the rising cost of raw materials is one of the important reasons. According to statistics, from 2008 to 2020, the cost and price of raw materials such as milk and whipped cream needed for ice cream production increased by about 80%.
The principals of other ice cream brands, such as Mengniu and Yili, have pointed out to the media that in recent years, the production technology of ice cream is improving, and the prices of raw materials produced have also increased a lot. It is normal for ice cream to be more expensive than before.
On the other hand, brands are scrambling to lay out high-end products, and high-quality health concepts such as 0 sucrose, pure milk, "not adding a drop of water" and "importing foreign raw materials" have also pushed up the price of ice cream. For example, Heiqiao thick milk ice cream jointly launched by Northeast Daban and Heiqiao every day claims to have added 98% alcohol extracted Heiqiao, Belgian fermented butter and California pistachios. And enter the high-end ranks in one fell swoop.
However, Roger revealed that celebrity ice cream, which costs tens of yuan online, is actually similar to ordinary ice cream in terms of raw material use and cost. The person in charge of the aforementioned ice cream brand agent also mentioned that the cost of producing a high-quality ice milk, including the cold chain, is not high. This means that these ice creams either have a really high gross profit margin or have other costs.
At present, the ice cream market in China has entered the node of precise segmentation and multi-level consumption grade. Driven by the new generation demographic dividend superposition and consumption upgrading, China ice cream market is divided into six different consumption levels: ultra-high-end, high-end, mid-end, low-end and low-end.
"Different levels of consumption and different spending power determine the demand of the consumer side. From low-priced products of one or two yuan to high-end products of tens of yuan, there will be market demand. "