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Infant Milk Formula - China - April 2015

Published By :

Mintel

Published Date : May 2015

Category :

Baby Food

No. of Pages : 94 Pages


There is a large portion of mums who tend to focus on combining infant milk powder products with other products for an optimal baby diet. Moreover, close relatives and online consumer reviews are regarded as more trustworthy than product experts in influencing the purchasing decisions of certain brands through certain channels.
Table of Content

Introduction

In this report we answer the key questions:
Definition
Methodology
Abbreviations

Executive Summary

Chinese infant milk formula market continues to grow at a steady pace
Figure 1: Total China retail value sales of infant milk formula, 2009-19
Companies, brands and innovation
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
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
Figure 4: Attitudes towards infant milk formula products, December 2014
Specialised mother care and baby care stores remain the top retail channel
Figure 5: Retail channels for buying infant milk formula in the last 6 months, December 2014
Difference between younger and older generations is huge
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
Figure 7: Factors which impact the choice for infant milk formula, December 2014
What we think

Issues and Insights

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

Trend: Make it Mine
Trend: Influentials
Trend: Guiding Choice

Market Size and Forecast

Key points
Chinese infant milk formula market continues to grow at a steady pace
Figure 8: Total China retail value sales of infant milk formula, 2009-19
China tops the list of infant milk formula consumption globally
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

Key points
The need for infant milk gives international companies the lead
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?

Key points
The overall NPD in baby food and drinks market
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
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
Figure 16: Infant Formula Milk (Stage 1) launched by Hunan Ausnutria Dairy in China, July 2014
Vegetable-based has outperformed other ingredients claim
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
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
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

Nestlé S.A.
Mead Johnson
Danone
Beingmate

The Consumer – Frequency of Using Infant Milk and Dairy Products

Key points
Infant formula milk powder outperformed packaged other dairy drinks
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?
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
Figure 27: Frequency of using infant milk and dairy product daily in the last 6 months, by demographics, December 2014
Figure 28: Follow-on milk launched by Cow & Gate in the UK, September 2014
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

Key points
International brand remain superior
Figure 30: Attitudes towards infant milk formula products, December 2014
Figure 31: Attitudes towards infant milk formula products, by demographic, December 2014
Figure 32: Selected attitude towards infant milk formula products, by age, December 2014
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
Figure 34: Attitudes towards infant milk formula products, by monthly household income, December 2014
Figure 35: Growing Up Formula Milk Powder launched by Prince Dairy in China, September 2014
Figure 36: Attitudes towards infant milk formula products, by monthly household income, December 2014
All-in-one and specialisation
Figure 37: Attitudes towards infant milk formula products, by monthly household income, December 2014
100% natural seems to be less high-end?
Figure 38: Attitudes towards infant milk formula products, by monthly household income, December 2014
Figure 39: Early Shield Infant Formula with Iron launched by Abbott Laboratories in China, November 2014
Figure 40: Baby Formula Milk (Stage 1) launched by Synutra Dairy in China, May 2014
Creating compatibility with baby supplementary food
Figure 41: Attitudes towards infant milk formula products, by demographics, December 2014
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

Key points
Specialised mother care and baby care stores remain the top retailing channel
Figure 43: Retailing channels for buying infant milk formula in the last 6 months, December 2014
Significant differences between younger and older mothers
Figure 44: Retailing channels for buying infant milk formula in the last 6 months, December 2014
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
Figure 46: Retailing channels for buying infant milk formula in the last 6 months, by demographics, December 2014
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

Key points
Difference between younger and older generation is huge
Figure 48: Desired health improvements by feeding milk formula products, December 2014
Figure 49: Desired health improvements by feeding milk formula products, by age, December 2014
Figure 50: Easy to Digest Premium Infant Formula launched by Aspen Nutritionals in Australia, August 2014
Figure 51: Kingwolam Milk Partner Solid Drink (Stage Two) launched by Shenzhen Weicky Biological Science and Technology in China, December 2014
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
Figure 53: Desired health improvements by feeding milk formula products, by age, December 2014
Niche claims inspired by international market
Figure 54: Goat Milk Infant Formula launched by Kabrita in China, April 2014
Figure 55: Infasoy Soya Infant Formula launched by Cow & Gate in UK, September 2014

The Consumer – Benefits of Different Stages of Infant Milk Formula

Key points
Strengthening immunity and nutritional intake are the key words
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
Figure 57: Desired benefits for various stages of infant milk formula products, by age, December 2014
Figure 58: Desired benefits for various stage of infant milk formula products, by role in decision making process of infant milk formula, December 2014
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
Figure 60: Desired benefits for various stages of infant milk formula products, by role in decision making process for infant milk formula, December 2014
Figure 61: Share of new product launches within the China infant milk market, by claims, 2010-14
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
Figure 63: Desired benefits for various stages of infant milk formula products, by number of children in the household, December 2014
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
Figure 65: Desired benefits for various stage of infant milk formula products, by role in decision making process of infant milk formula, December 2014
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

Key points
Recommendation from peers vs professionals
Figure 67: Factors which have impact on the choice for infant milk formula, December 2014
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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