2021
0
China Infant Milk Formula Market Report 2021
2021-10-21T04:11:56+01:00
OX1047229
3695
143681
[{"name":"Baby Food and Formula","url":"https:\/\/store.mintel.com\/industries\/food\/baby-food-formula"}]
Report
en_GB
“Although the decline of new births is hard to reverse, IMF brands still have chances to secure revenue with premium product innovations in the growing-up milk formula sector in particular,…

China Infant Milk Formula Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Although the decline of new births is hard to reverse, IMF brands still have chances to secure revenue with premium product innovations in the growing-up milk formula sector in particular, with a focus on upgraded nutrition compositions targeting specific health functions such as gut-friendliness, body development and sleep benefits. “Personalised nutrition” is an area where opportunities arise for IMF brands to further differentiate themselves from competition and gain shares.”
– Laurel Gu, Category Director

This Report looks at the following areas:

  • Retail market value and volumes of IMF, key drivers, barriers and future trends
  • The competitive market landscape
  • New product trends and innovative marketing activities
  • IMF usage habits, brand preference and price sensitivity
  • Parent’s attitude towards premium product features
  • Parents’ attitude towards IMF, breast milk and breastfeeding

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
          • Demographic classifications
          • Executive Summary

              • The market
                • Retail volume will continue to be hampered by declining birth rates
                  • Figure 1: Best-and worst-case volume sales forecast of infant milk formula, China, 2017-26
                • Retail value will stay flat
                  • Figure 2: Best-and worst-case value sales forecast of infant milk formula, China, 2017-26
                • Key players
                  • Local brands gaining shares while the market consolidates
                    • Figure 3: Market value share, by leading infant milk formula companies, China, 2019-20
                  • Competitive landscape varies largely by cities
                    • Figure 4: IMF brand usage, by city, 2021
                    • Figure 5: IMF brand usage, by age, 2021
                  • Marketing and product innovation highlights
                    • The consumer
                      • The role of IMF evolves across life stages
                        • Figure 6: IMF and breastmilk feeding rate, by baby’s age, 2021
                        • Figure 7: Attitude towards IMF, 2021
                      • Brand switch is common in cases of price increases
                        • Figure 8: Reactions to price increases, by IMF brand buyers, 2021
                      • Strong willingness to pay for a variety of premium features
                        • Figure 9: Premium product factors, 2021
                      • Gut-friendliness, body development and sleep benefits appeals to parents
                        • Figure 10: Baby’s health issues of worries, 2021
                      • Older and experienced mums need both nutritional and emotional support
                        • Figure 11: Attitude towards mums’ nutrition, 2021
                        • Figure 12: Attitude towards breastmilk feeding; strongly agree, by parents’ age (generations), 2021
                      • What we think
                      • Issues and Insights

                        • Decoding the future of “personalised infant nutrition”
                            • Figure 13: Example of custom meal plan offered by AskNestlé, India, 2021
                          • Plant-based IMF to be positioned as a “natural complete nutrition solution” targeting growing-up babies
                              • Figure 14: Plant-based baby formula with complete nutrition claims, global, 2021 
                            • Offering both nutritional and emotional support to elder and experienced mums
                              • Figure 15: Recent new launches and restages of formula for pregnant and lactating women by IMF brands, China, 2020-21
                              • Figure 16: Commercials featuring the topic of “breast milk supply anxiety”, China, 2020-21
                          • Market Size and Forecast

                            • Retail volume continues to drop as birth rates fall
                              • Figure 17: Retail volume sales of infant milk formula, China (000 tonnes), 2016-21(est)
                              • Figure 18: Figure 19: Best-and worst-case volume sales forecast of infant milk formula, China, 2017-26
                            • Retail value will stay flat
                              • Figure 20: Retail value sales of infant milk formula (RMB bn), China, 2016-21(est)
                              • Figure 21: Best-and worst-case value sales forecast of infant milk formula, China, 2017-26
                          • Market Factors

                            • Moving to Three-Child policy will barely reverse the decline of new-borns
                              • Figure 22: New births and birth rate, China, 2015-20
                              • Figure 23: Plan to have more children, China, 2019-21
                            • Exclusive breastfeeding rate will see big increases in rural areas and lower tier cities while long term breastfeeding will stay unpopular
                              • New product development trending towards premiumisation
                                • Release of new industry standards
                                  • Consumer demand for higher quality is ever-increasing
                                  • Market Share

                                    • Domestic brands aggressively gaining share
                                      • Figure 24: Market value share, by leading infant milk formula companies, China, 2019-20
                                      • Figure 25: Imported packaged IMF volume (000Kg), China, 2017-21
                                    • International brands face challenges in lower tier cities
                                    • Marketing Activities

                                      • Omni-channel marketing strategy emphasizing “precision” and “efficiency”
                                        • Figure 26: Feihe’s omni-channel marketing activities, China, 2020-21
                                      • Value-added services supported by AI technology
                                        • Figure 27: Aptapoo mini-programme, China, 2021
                                      • Integrating with smart homes
                                        • Figure 28: IMF brands’ business applications in smart homes , China, 2020-21
                                      • Engaging moms via podcast
                                        • Figure 29: Examples of topics discussed in “Chat with comedians” sponsored by Nestlé Mom & Me, China, 2021
                                    • New Product Trends

                                      • NPD efforts shifting to growing-up milk
                                        • Figure 30: Share of new IMF product launches by stage, China, 2017-21
                                      • Exploring new areas of nutritional and functional focus
                                        • Figure 31: On-pack product claims, China, 2017-21
                                      • Increasing investment in niche premium sectors of milk source
                                        • A2 milk
                                          • Figure 32: Premium new products with A2 protein milk, China, 2020-21
                                        • Goat milk
                                          • Figure 33: Premium new products with goat milk, China, 2019-20
                                        • Soy formula
                                          • Figure 34: Nutrilon soybean-based formula, China, 2021
                                        • Localised production of international brands
                                          • Figure 35: Nutrilon Yunhui infant milk formula, China, 2021
                                        • Highlights from the global market
                                          • IMF in pre-measured tablets
                                            • Figure 36: Aptamil pre-measured TABS, UK, 2020
                                        • IMF and Breast Milk Feeding

                                          • IMF usage takes off when babies reach 7 months
                                            • Figure 37: IMF and breastmilk feeding rate, by baby’s age, 2021
                                          • Mixed feeding is an emerging trend
                                            • Figure 38: IMF and breastmilk feeding segmentation, by baby’s age, 2021
                                            • Figure 39: IMF and breastmilk mixed feeding, by MHI and selected cities, 2021
                                            • Figure 40: Attitude towards IMF among mixed feeding parents: strongly agree, 2021
                                        • Brand Usage and Reaction to Price Increases

                                          • Brand penetration largely varies by cities
                                            • Figure 41: IMF brand usage, by city, 2021
                                          • GenZs show favour towards domestic brands
                                            • Figure 42: IMF brand usage, by age, 2021
                                          • Brand switch is common when price increases
                                            • Figure 43: Reactions to price increases, by IMF brand buyers, 2021
                                        • Premium Product Factors

                                          • Willing to pay for a variety of premium factors but no longer overseas origin
                                            • Figure 44: Premium product factors, 2021
                                          • GenZ parents are more willing to explore niche premium segments
                                            • Figure 45: Willingness to pay more for selected premium product factors: yes, by parents’ age, 2021
                                          • Interest in premium milk sources goes down as the baby grows elder
                                            • Figure 46: Willingness to pay more for premium product factors: yes, by baby’s age, 2021
                                        • Attitude towards IMF and Breastmilk Feeding

                                          • Breastfeeding is ideal but takes a lot of effort
                                            • Figure 47: Attitude towards breast milk feeding, 2021
                                          • Older parents are eager to increase breast milk supply and quality
                                            • Figure 48: Attitude towards breastmilk feeding; strongly agree, by parents’ age (generations), 2021
                                            • Figure 49: IMF and breastmilk feeding situation among babies aged 0-6 months, by parents’ generation, 2021
                                            • Figure 50: Attitude towards milk formula for mums during lactation; Strongly agree, by parents’ age (generations), 2021
                                          • IMF’s nutritional values are well acknowledged
                                            • Figure 51: Attitude towards IMF, 2021
                                          • Mums’ nutrition is in demand of experienced parents
                                            • Figure 52: Attitude towards mums’ nutrition, 2021
                                            • Figure 53: Attitude towards mums’ nutrition: strongly agree, by first-time and experienced parents, 2021
                                        • Baby’s Health Issues of Worries

                                          • Eating disorders and immunity raise most concerns
                                            • Figure 54: Baby’s health issues of worries, 2021
                                          • Gut-friendliness, body development and sleep benefits are attractive health features for IMF brands to highlight
                                            • Figure 55: TURF analysis: baby’s health issues of worries, 2021
                                            • Figure 56: Selected baby’s health issues of worries, by baby’s age, 2021
                                        • Appendix – Methodology and Abbreviations

                                          • Methodology
                                            • Abbreviations

                                            About the report

                                            This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                            Market

                                            Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                            Consumer

                                            Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                            Brand/Company

                                            Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                            Data

                                            Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                            *databooks not available with UK B2B Industry reports.

                                            Below is a sample report, understand what you are buying.

                                            Click to show report
                                            2024 Sample Consumer Cover

                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                            Trusted by companies. Big and small.

                                            Want to speak to us directly?

                                            Contact us with your enquiry and our expert global team can help.

                                            Get in touch