Dingdong Maicai Defies Market Trends with Hit Products: The Technical Logic Behind "Dairy-as-Snack"

According to NielsenIQ data, national liquid milk sales declined by 7.5% year-on-year in the first five months of 2025, and by September, omnichannel dairy sales had fallen by 16.8%. However, Dingdong Maicai's private-label dairy products tell a different story: its "Milk Skin Yogurt" achieved a repurchase rate of over 30% within 14 days of launch, while its "Good Night Black Yogurt" reached a 35% repurchase rate in 30 days.

Image source: Dingdong Maicai, Xiaohongshu @Duojiaoyutou

From "Nutrition" to "Snack"

Liu Shunan, Senior Operations Expert at Dingdong Maicai's Dairy & Alcohol Division, pointed out that while the purchasing behavior of the core consumer group—women aged 31-45—remains regular, a deeper shift is underway: their willingness to "try new things" has surged, and brand loyalty is weakening. This signals that dairy consumption is transitioning from "functional supplementation" to "experiential consumption."

Dingdong has translated this insight into a "dairy-as-snack" strategy: expanding dairy products from the breakfast table to instant consumption scenarios like afternoon cravings and nighttime relaxation.

The "Good Night Black Yogurt" Case Study

Take the "Good Night Black Yogurt" as an example. Its core value proposition lies in the addition of a patented probiotic strain that naturally produces GABA, directly addressing consumer anxiety around sleep. But the R&D team didn't stop there: they incorporated natural squid ink to visually reinforce the "good night" cue, and added oat grains from Ulanqab to create a connection with regional culture. This multi-layered integration of "function + visual appeal + culture" helped the product achieve a 35% repurchase rate within 30 days of launch.

Image source: @Taobao Xiaomeimeidaigou

The Technical Backbone: NANCHANG TELLCAN FOOD SCIENCE CO., LTD.

Turning such complex concepts into stable, scalable products requires solving a series of technical challenges. This is where TELLCAN SCIENCE provides critical support:

• Compound sweetenersbalance the undesirable aftertastes of functional ingredients without adding sugar.
• Compound color fixativesstabilize natural pigments like squid ink, preventing oxidation and color fading.
• Compound emulsifiers and thickeners, working in synergy with colloidal microcrystalline cellulose, control texture, prevent sedimentation, and enhance mouthfeel stability.
• Edible flavorstranslate cultural narratives into authentic taste experiences.

Explore our product portfolio: https://www.tellcan-tec.com/products/

Industry Implications

Dairy innovation has entered a multi-dimensional phase that integrates function, flavor, texture, and color. Future competition will depend not only on brands' ability to identify consumer needs, but also on their capacity to collaborate with upstream technology partners like TELLCAN SCIENCE to turn those needs into stable, scalable products.

Learn more about us: https://www.tellcan-tec.com/