At present, the fat powder industry has become an important part of China's food industry. With the continuous improvement and upgrading of fat powder production technology, the industry is developing rapidly in the direction of scale and specialization. In the environment of consumption upgrading, consumers put forward higher requirements for the taste, flavor, nutritional value, quality and safety of the end product. The end product manufacturers must keep up with the consumption trend and meet the growing differential demand of different downstream application fields.

Zhizhimo was born in 1958. At that time, using vegetable oil and other raw materials, carnasson company developed a product with similar taste to dairy products and soluble in water, and put it on the market with the label of "coffee mate" in 1961. Because the product is powder, no need to refrigerate and easy to use, it is generally welcomed by the market. In the 1980s, Nestle coffee entered the Chinese market, and the consumption boom of instant coffee became an important factor to promote the development of domestic vegetable fat powder industry. Today, Zhizhi powder has been widely used in the production and processing of coffee, milk tea, baked goods, cereal and other foods.

At present, the domestic consumption market of vegetable fat powder is mainly represented by coffee and milk tea. Zhizhi powder has good water solubility, can form uniform and stable milk in water, can inhibit the astringency of coffee, cover up the miscellaneous flavor, so it is often used in coffee, milk tea products, make coffee more mellow and smooth, improve the taste of tea. In recent years, with the rapid development of domestic beverage industry, coffee, milk tea and other leisure consumption beverage industries are gradually rising, and the consumption has maintained a rapid growth.

Industry insiders believe that under the background of consumption upgrading and sustainable development of Internet economy, China's current per capita annual coffee consumption is still far below the world average level, the domestic instant coffee market capacity still has room to improve, and the future coffee market has great potential; the continuous upgrading and diversification of milk tea products have also driven the growth of milk tea consumers and consumption scale, which will be effective Promote the rapid growth of domestic consumption demand for milk tea and coffee.

In recent years, with the improvement of technology and technology, the variety and function of end product are increasing, which is no longer limited to coffee and milk tea. Its excellent characteristics extend its application to solid beverage, baked food, frozen food and other markets. The continuous expansion of downstream consumption promotes the rapid development of end product industry in the world.

According to the statistics of statista, a foreign market research institution, the global market size of end vegetable fat reached US $5.35 billion in 2017, which is expected to grow to US $6.373 billion by 2022. According to the research of market research institution QY research, the global sales volume of end vegetable fat increased from 2.167 million tons in 2012 to 2.748 million tons in 2017. According to previous data statistics, from 2015 to 2018, China's consumption of end vegetable fat was 472400 tons, 525300 tons, 558600 tons and 576500 tons respectively, and the market scale of end vegetable fat maintained a steady growth. It is estimated that from 2019 to 2023, China's final fat consumption will reach 607900 tons, 644300 tons, 681900 tons, 723600 tons and 768200 tons respectively.

In addition, China's end products are also exported to many overseas markets, among which Southeast Asia is one of the main export markets of domestic end products. Customs data show that from 2016 to 2018, the export volume of domestic end product of vegetable fat keeps increasing year by year, reaching 137500 tons, 153300 tons and 195900 tons respectively, which is expected to maintain a sustained growth trend in the future.

From the perspective of demand change trend, with the improvement of national income and the change of consumption consciousness, consumers will pay more attention to safety, nutrition and convenience in the choice of end fat products, the specialization of end fat industry will be higher and higher, and the use direction of products will be more and more clear.

According to people in the industry, in terms of quality, the stability and nutritional indicators of final fat products will be better and better in the future; in terms of taste, enterprises will continue to bring forth new products on the basis of the existing formula, and make more products with more distinctive taste; in terms of use, enterprises will adjust the research and development direction according to the technological process of different final fat products, so as to introduce higher quality and more diversified products Use of raw materials and products to meet the diversified market demand. At the same time, with the impact of the industry and food safety supervision, especially the enhancement of consumer demand for nutrition and health, low-end end end fat products will be gradually eliminated.