The competitive landscape of China’s ice cream market is intensifying in 2025. After a period of correction following the “Snow Cream Assassin” phenomenon – where overly expensive products caught consumers by surprise – the market is seeing a more rational pricing environment. However, competition remains fierce as foreign brands face pressure and local dairy companies like Mengniu and Yili push new products and adjust prices.
A key trend is the earlier and more prolific launch of new products. For instance, Wall’s announced its new lineup in January, two months earlier than the previous year, with a record 31 new items. New entrants are also joining the fray, such as the dairy company “Raising One Cow” and “Yoplait” , further crowding the marketplace.
Despite the influx of novelty, classic, affordably-priced items often remain the best-sellers in wholesale shops. Industry experts note that while the market is competitive, the simple price war of the past is subsiding. Companies are now focusing on restoring rational and良性 pricing systems, with a greater emphasis on product innovation and channel strategy to drive growth.