Recently, the food partner network launched the”China infant formula milk powder industry research report (2022)”!
With the development of the food industry, China’s policies and regulations related to infant formula food are constantly supplemented and revised. In recent years, with the reform of China’s regulatory agencies, their functions have also been adjusted. The change of policy is both an opportunity and a challenge for infant formula food enterprises, creating a broader market space and unprecedented development opportunities for various brands of infant formula milk powder.
Facing the ever-changing and increasingly competitive food and beverage market, brands need continuous innovation to stand out. Simulating the composition of human milk is the central principle of developing infant formula milk powder. In the future research and development process, the similarity of human milk, product compliance and nutritional safety will be the focus of the future research and development of infant formula milk powder. With the improvement of social and economic living standards and the continuous improvement of consumers’ demand for health and nutrition, the consumption of infant formula milk powder has an obvious upgrading trend. With the opening of the”three child policy” and the general extension of the time for infants to consume milk powder, the market of infant formula milk powder will further expand.
01 registration analysis
As of April 2022, 1341 formulas of 446 series from 170 enterprises have been registered. Among them, there are 118 domestic factories, accounting for 69%of all registered factories; There are 52 overseas factories, accounting for 31%. It can be seen that the number of registered domestic factories is twice that of overseas factories.
Figure 1-1 domestic/overseas factory registration of infant formula milk powder in China
Among the 1341 registered formulas of infant formula milk powder, 1012 formulas are in China, accounting for 75%of all formulas; 329 overseas formulas, accounting for 25%of all formulas. It can be seen that the proportion of domestic formula registration is the highest, which is three times that of overseas formula registration.
Figure 1-2 domestic/overseas formula registration of infant formula milk powder in China
Among the 1341 registered formulas of infant formula milk powder, 1057 are milk infant formula milk powder, accounting for 79%of the overall formula; 284 were powdered with goat milk, accounting for 21%of the overall formula. It can be seen that the registered milk infant powder is nearly four times that of goat milk infant powder.
Figure 1-3 registration of infant formula milk powder for sheep/milk infants in China
02 new product research
Food partner network has long been concerned about the pre packaged new product information circulating in the market in China. After years of monitoring and collecting new product information, food partner network”food and beverage product database” has a large number of new product data information. At present, the food and beverage product database contains 2700 + infant formula milk powder circulating in the market, covering dozens of infant formula milk powder manufacturers. In the past six years, 1006 pieces of new product information of 20 + enterprises with special attention have been collected, accounting for 37%of the total dairy database. The following statistical analysis is carried out with this sample.
2.1 new products in the year
Since the implementation of formula registration of infant formula milk powder products in 2016, most infant formula milk powder manufacturers have carried out product formula registration. The number of new products on the market gradually increased from 2016 to 2018, and the number of new products on the market decreased from 2019 to 2021. Due to the release and impact of the new national standard, the number of new products decreased significantly in 2021. In the past six years, the new situation of nearly 20 major brand products circulating in the domestic market under key monitoring is shown in the figure below.
Figure 2-1 distribution of new products of key brands from 2016 to 2021
2.2 segment distribution of new products
In the past six years, among the 1006 new products concerned, the products of 1-3 segments are basically evenly distributed, and the number is 3 segments > 2 segments > Paragraph 1.
Figure 2-2 distribution of new products of key brands in sections 1-3 in recent 6 years
2.3 milk source type of new products
Among the 1006 new products concerned in the past six years, goat milk infant powder accounts for 6%of the total, organic milk infant powder accounts for 9%, and ordinary milk infant powder accounts for 85%. At the same time, it reflects that the proportion of goat milk infant powder and organic milk infant powder in China is relatively small at present, and ordinary milk infant powder still accounts for the main market.
Figure 2-3 distribution of new products of different categories of key brands in recent 6 years
Nowadays, the structure of infant formula milk powder is gradually developing towards”high-end”. With the support of policies, production, quality control, testing and other aspects, the product quality has been significantly improved, and the confidence of consumers in products is also at a historical high. However, the infant formula milk powder industry should still maintain the spirit of innovation, including in terms of products, technology and other aspects, constantly consolidate the quality of milk powder, and continue to strive for perfection, so as to protect the future of children with high-quality infant formula milk powder.