Now, it is well known that this fact is only true for selected inland areas of China where some of the local Chinese people lack the physiological enzymes to break down the lactose for nutrients. Many Chinese people have had little exposure or opportunities to use quality dairy products. Through increased exposure to the health benefits of dairy consumption, the Chinese people are learning to use dairy products such as butter, cheese, fresh milk, ice cream and yoghurt. This is reflected in the rising rate of dairy products' consumption and import of dairy products. Liquid and powdered milk is showing the fastest growth in retail sales and volume of all products.
Local consumers buy their dairy products based on quality.
They prefer imported dairy products because taste and quality surpass local brands. Ice cream and yoghurt, for example, are favourite treats of local Chinese people, especially during the hot summer months. Some dairy products are successfully marketed as health snacks. For example, ice cream is advertised as a nutritious snack for the elderly while fresh milk is marketed as an essential health supplement for the young. Also, marketing has been strongest in the affluent populations of coastal cities where people are more educated and can afford to buy dairy products.