In 2006, dairy consumption reached 19 million tonnes, but per capita consumption is still relatively low, with only 42 grams of dairy drunk per day. This level is considerably lower than the global average (270 grams per day) and the Asian average (140) (Debnam and Stanley, 2008). The industry has been growing steadily, with an average growth rate of 10% each year since 2003. The two main reasons why China's per capita milk consumption is still relatively low are its large population and the large number of Chinese living below the poverty line. online (200 million people) (Laccino, 2014). The average price of a liter of milk is 12.88 Chinese yuan (2.69 Australian dollars) (Numbeo, 2016), showing that the large number of people living below the poverty line would not be able to afford to buy milk and is therefore an indicator as to why daily consumption levels are so high