Table of Contents
Introduction
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- In this report we answer the key questions:
- Definition
- Methodology
- Abbreviations
Executive Summary
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- Chinese infant milk formula market continues to grow at a steady pace
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- Figure 1: Total China retail value sales of infant milk formula, 2009-19
- Companies, brands and innovation
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- Figure 2: Leading companies’ market shares in the China retail baby food and drink market, by value, 2013-14
- The need for infant milk gives international companies the lead
- Brain and nervous system top claims across different stages of infant milk formula
- Vegetable based has outperformed other ingredient claim
- The consumer
- Infant formula milk powder outperform other packaged dairy drinks
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- Figure 3: Frequency of using infant milk and dairy products in the last daily in the last 6 months, December 2014
- International brands appear superior
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- Figure 4: Attitudes towards infant milk formula products, December 2014
- Specialised mother care and baby care stores remain the top retail channel
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- Figure 5: Retail channels for buying infant milk formula in the last 6 months, December 2014
- Difference between younger and older generations is huge
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- Figure 6: Health problems consumers want to see improved by feeding milk formula products, December 2014
- Strengthening immunity and nutritional intake are key words
- Recommendations from peers vs professionals
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- Figure 7: Factors which impact the choice for infant milk formula, December 2014
- What we think
Issues and Insights
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- Love of 100% imported infant milk formula gives competitive edge to specialised baby care e-commerce platforms
- The facts
- The implications
- Premiumisation scope for growing up formula – Specification gathers pace
- The facts
- The implications
- Tailoring for Chinese babies is a selling point to the older generations
- The facts
- The implications
- Bridging infant milk formula with other supplementary food and drinks
- The facts
- The implications
Trend Application
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- Trend: Make it Mine
- Trend: Influentials
- Trend: Guiding Choice
Market Size and Forecast
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- Key points
- Chinese infant milk formula market continues to grow at a steady pace
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- Figure 8: Total China retail value sales of infant milk formula, 2009-19
- China tops the list of infant milk formula consumption globally
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- Figure 9: Total China retail value sales of infant milk formula, 2009-19
- Figure 10: Total China retail volume sales of infant milk formula, 2009-19
- Market drivers
- The rise of overseas travel and booming e-commerce platforms has driven high quality imported goods
- Increasing partnerships with international dairy manufacturers to share milk sources and production plants
- The influence of older generations
- Market barriers
- Tighter regulations on infant formula milk
- Low priced infant milk formula has reshaped consumer attitudes
- Forecast methodology
Market Share
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- Key points
- The need for infant milk gives international companies the lead
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- Figure 11: Leading companies’ market shares in the China retail baby food and drink market, by value, 2013-14
- Figure 12: Leading companies’ market shares in the China retail baby food and drink market, by volume, 2013-14
Who’s Innovating?
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- Key points
- The overall NPD in baby food and drinks market
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- Figure 13: Share of new product launches within the China baby food, drink and milk market, by segment, 2009-14
- Brain & nervous system top claims across different stages of infant milk formula
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- Figure 14: Share of new product launches within the China baby food, drink and milk market, by segment, 2009-14
- Figure 15: Older Infant Formula Milk Powder Stage Two launched by Liao Yuan Dairy in China, January 2015
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- Figure 16: Infant Formula Milk (Stage 1) launched by Hunan Ausnutria Dairy in China, July 2014
- Vegetable-based has outperformed other ingredients claim
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- Figure 17: Share of new product launches within the China infant milk formula market, by claims, 2009-14
- Figure 18: Growing Up Milk Powder Stage 3 launched by Inner Mongolia Mengniu Dairy in China, March 2015, Follow On Baby Formula Stage 2 launched by Abbott Trading in China, November 2014
- Key international trends
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- Figure 19: Share of new product launches within Germany infant milk formula market, by claims, 2014
- Figure 20: Share of new product launches within the UK infant milk formula market, by claims, 2014
- Figure 21: Share of new product launches within the France infant milk formula market, by claims, 2014
- Figure 22: Share of new product launches within the Australia infant milk formula market, by claims, 2014
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- Figure 23: Stage 3 Organic Baby Formula launched by Babybio in France, March 2015, Organic stage 2 Baby Formula launched by Milumel in France, August 2014
- Figure 24: Golden Pack Supreme Follow-On Formula Milk (Stage 2) launched by Biostime in China, July 2014
Companies and Brands
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- Nestlé S.A.
- Mead Johnson
- Danone
- Beingmate
The Consumer – Frequency of Using Infant Milk and Dairy Products
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- Key points
- Infant formula milk powder outperformed packaged other dairy drinks
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- Figure 25: Frequency of using infant milk and dairy product in the last daily in the last 6 months, December 2014
- The popularity of breastfeeding – Threat or opportunity?
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- Figure 26: Frequency of using infant milk and dairy product in the last daily in the last 6 months, by demographics, December 2014
- Creating occasions for using baby dairy drinks and liquid formula
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- Figure 27: Frequency of using infant milk and dairy product daily in the last 6 months, by demographics, December 2014
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- Figure 28: Follow-on milk launched by Cow & Gate in the UK, September 2014
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- Figure 29: Organic fruity mango dessert launched by Marks & Spencer in the UK, May 2014, Plum Kale, Apple & Greek-Style Yogurt Stage 1 launched by Plum Baby in the UK, June 2014
The Consumer – Attitudes towards Infant Milk Formula
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- Key points
- International brand remain superior
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- Figure 30: Attitudes towards infant milk formula products, December 2014
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- Figure 31: Attitudes towards infant milk formula products, by demographic, December 2014
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- Figure 32: Selected attitude towards infant milk formula products, by age, December 2014
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- Figure 33: Attitudes towards infant milk formula products, by role in decision making process of infant milk formula, December 2014
- Tailor-made products for Chinese babies give competitive edge for domestic manufacturers
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- Figure 34: Attitudes towards infant milk formula products, by monthly household income, December 2014
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- Figure 35: Growing Up Formula Milk Powder launched by Prince Dairy in China, September 2014
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- Figure 36: Attitudes towards infant milk formula products, by monthly household income, December 2014
- All-in-one and specialisation
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- Figure 37: Attitudes towards infant milk formula products, by monthly household income, December 2014
- 100% natural seems to be less high-end?
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- Figure 38: Attitudes towards infant milk formula products, by monthly household income, December 2014
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- Figure 39: Early Shield Infant Formula with Iron launched by Abbott Laboratories in China, November 2014
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- Figure 40: Baby Formula Milk (Stage 1) launched by Synutra Dairy in China, May 2014
- Creating compatibility with baby supplementary food
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- Figure 41: Attitudes towards infant milk formula products, by demographics, December 2014
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- Figure 42: Value and volume of the China retail infant milk formula market, by segment, 2013-14
The Consumer – Retailing Channels for Infant Milk Formula
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- Key points
- Specialised mother care and baby care stores remain the top retailing channel
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- Figure 43: Retailing channels for buying infant milk formula in the last 6 months, December 2014
- Significant differences between younger and older mothers
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- Figure 44: Retailing channels for buying infant milk formula in the last 6 months, December 2014
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- Figure 45: Retailing channels for buying infant milk formula in the last 6 months, December 2014 (continued)
- The reliability of online channels expect to grow
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- Figure 46: Retailing channels for buying infant milk formula in the last 6 months, by demographics, December 2014
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- Figure 47: Retailing channels for buying infant milk formula in the last 6 months, by demographics, December 2014 (continued)
The Consumer – Desired Health Improvements from Milk Formula Products
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- Key points
- Difference between younger and older generation is huge
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- Figure 48: Desired health improvements by feeding milk formula products, December 2014
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- Figure 49: Desired health improvements by feeding milk formula products, by age, December 2014
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- Figure 50: Easy to Digest Premium Infant Formula launched by Aspen Nutritionals in Australia, August 2014
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- Figure 51: Kingwolam Milk Partner Solid Drink (Stage Two) launched by Shenzhen Weicky Biological Science and Technology in China, December 2014
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- Figure 52: Extra Hungry Infant Milk Powder launched by SMA Nutrition in UK, September 2014, Hungry Infant Milk launched by HiPP in the UK, September 2014
- Worries about eating disorders and being picky about food grow with infant’s age
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- Figure 53: Desired health improvements by feeding milk formula products, by age, December 2014
- Niche claims inspired by international market
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- Figure 54: Goat Milk Infant Formula launched by Kabrita in China, April 2014
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- Figure 55: Infasoy Soya Infant Formula launched by Cow & Gate in UK, September 2014
The Consumer – Benefits of Different Stages of Infant Milk Formula
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- Key points
- Strengthening immunity and nutritional intake are the key words
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- Figure 56: Desired benefits for various stage of infant milk formula products, December 2014
- Stage 1 – Chinese mothers are too demanding on a variety of nutritional benefits at the early stage
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- Figure 57: Desired benefits for various stages of infant milk formula products, by age, December 2014
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- Figure 58: Desired benefits for various stage of infant milk formula products, by role in decision making process of infant milk formula, December 2014
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- Figure 59: Share of new product launches within the China infant milk market, by claims, 2010-14
- Brain and bone development soar at stage 2 formula
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- Figure 60: Desired benefits for various stages of infant milk formula products, by role in decision making process for infant milk formula, December 2014
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- Figure 61: Share of new product launches within the China infant milk market, by claims, 2010-14
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- Figure 62: Alpha Golden Stage Baby Formula Milk (Stage 2) launched by Yashili Group in China, April 2014
- Stage 3 – Enhancing intelligence and activeness is an emerging element
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- Figure 63: Desired benefits for various stages of infant milk formula products, by number of children in the household, December 2014
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- Figure 64: Share of new product launches within the China infant milk market, by claims, 2010-14
- Specialised formula – Enhancing intelligence and activeness is an emerging element
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- Figure 65: Desired benefits for various stage of infant milk formula products, by role in decision making process of infant milk formula, December 2014
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- Figure 66: Desired benefits for various stages of infant milk formula products, by monthly household income, December 2014
The Consumer – Influential Factors when Choosing Infant Milk Formula
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- Key points
- Recommendation from peers vs professionals
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- Figure 67: Factors which have impact on the choice for infant milk formula, December 2014
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- Figure 68: Factors which have impact on the choice for infant milk formula, by monthly household incomes, December 2014
- From awareness to purchase intention
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