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市場調査レポート

中国の乳児用調製粉乳市場

Infant Milk Formula - China - April 2015

発行 Mintel China 商品コード 335227
出版日 ページ情報 英文
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=106.71円で換算しております。
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中国の乳児用調製粉乳市場 Infant Milk Formula - China - April 2015
出版日: 2015年04月30日 ページ情報: 英文
概要

中国では多くの母親が乳児用粉ミルクとその他の製品を混合して使用しています。あるブランドの商品の購入決定には、身近な親戚やオンラインの消費者レビューを信頼する傾向にあります。

当レポートでは、中国の乳児用調製粉乳市場について調査分析を行い、市場概要、市場動向、消費者動向などについて考察しています。

第1章 イントロダクション

第2章 エグゼクティブサマリー

第3章 課題と考察

  • 100%輸入乳児用調製粉乳の人気によりオンラインベビーケア専門店の競合が激化
  • 高級化
  • 高齢世代へのセールスポイント
  • 乳児用調製粉乳とその他の補助食品飲料

第4章 動向

第5章 市場規模と予測

  • 要点
  • 中国の乳児用調製粉乳市場は堅調に成長
  • 中国は乳児用調製粉乳の消費世界一
  • 市場促進因子
  • 海外旅行とオンラインプラットフォームの普及で高品質な輸入品が人気に
  • 国際的な乳製品メーカーとの提携
  • 高齢世代の影響
  • 市場抑制因子
  • 厳しい規制
  • 低価格乳児用調製粉乳に対する消費者の考え方
  • 予測方法

第6章 市場シェア

  • 要点
  • 海外メーカーがリード

第7章 革新企業

第8章 企業とブランド

第9章 消費者:乳児用調製粉乳と乳製品の利用頻度

第10章 消費者:乳児用調製粉乳に対する考え方

第11章 消費者:乳児用調製粉乳の小売チャネル

第12章 消費者:乳児用調製粉乳に求める健康増進機能

第13章 消費者:乳児用調製粉乳の様々なステージの効用

第14章 消費者:乳児用調製粉乳を選ぶ際の影響因子

目次

“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.

Table of Contents

1. Introduction

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

2. 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

3. 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

4. Trend Application

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

5. 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

6. 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

7. 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

8. Companies and Brands

  • Nestlé S.A.
  • Mead Johnson
  • Danone
  • Beingmate

9. 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

10. 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

11. 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)

12. 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

13. 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

14. 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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