Infant Milk Formula - China - April 2015
“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.”
Esther Lau, Research Analyst
The report covers the following issues:
- What are the key drivers and challenges in the Chinese infant milk formula market?
- What are the new product trends for infant milk formula in the Chinese and international market?
- How can infant milk formula products be customised through ingredients and claims to appeal to different types of mothers?
- How can infant milk formula brands integrate multiple retail channels as marketing differentiators to create a competitive advantage?
International brands still command a market-leading image in the mind of Chinese consumers, first and foremost due to the perceived guarantees of high quality. In addition, contrary to Western brands, Chinese parents believe that a wide scope of different infant milk products is much more beneficial for their children as opposed to sticking to just one specific product type.
Furthermore, consumers tend to focus on products with a tailored packaging message, with an emphasis on the added vitamin and mineral benefits as opposed to more simple products that focus on their natural traits alone.
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