Fonterra, New Zealand's dairy cooperative and a leading dairy food services player in China, has launched its new brand, Anchor Food Professionals, in Shanghai, in a move designed to take advantage of a fast-expanding dairy market in the Chinese mainland, estimated to have an annual compound growth rate of more than 20 percent.

Market researchers looking at the sector said that new lifestyle concepts are being adopted by Chinese consumers, such as "afternoon tea", "coffee break", and "office pantry".

And analysts said these have driven the growth of consumption of dairy food and beverages, transforming food consumption habits.