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市場調査レポート

中国の乳児用調合乳市場

Infant Milk Formula - China - April 2016

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
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本日の銀行送金レート: 1USD=101.50円で換算しております。
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中国の乳児用調合乳市場 Infant Milk Formula - China - April 2016
出版日: 2016年04月30日 ページ情報: 英文
概要

企業やブランドは、厳しい規制やますます激しくなる市場競争に直面し、販売促進だけでなく、消費者の理解を得るための新しいアプローチを見つける必要があります。

当レポートでは、中国の乳児用調合乳 (IMF) 市場について調査分析し、問題点と考察、市場規模と予測、市場要因、主要企業、市場シェア、競合戦略、技術革新、消費者の動向など、体系的な情報を提供しています。

概要

エグゼクティブサマリー

問題点と考察

  • IMF製品
    • 事実
    • 影響
  • 有機IMF製品
    • 事実
    • 影響
  • 母乳類似製品
    • 事実
    • 影響、など

市場

  • 金額の伸びは鈍化
  • 保留中の規制

市場規模と予測

  • 市場成長率は鈍化
  • 今後5年間は横ばい

市場要因

  • 一人っ子政策と都市化の緩和
  • オンライン小売業
  • IMF製品の悪材料
  • 新輸入税
  • 今後の規制

主要企業

  • 国際企業が主導
  • 新興企業が参入
  • OPO成分

市場シェア

  • 国際企業が主導

競合戦略

  • Danon
  • 新興企業

技術革新

  • OPO成分
  • Nestle
  • 新技術

消費者

  • 母親の34%がIMFブランド1種類だけを購入
  • 吸収しやすく、母乳に類似したIMF製品を好む
  • 品質関連の理由が主要促進要因
  • IMF成分に関する知識が限られる
  • 健康上の利点と栄養価

購入ブランド

  • 国際ブランド
  • 母親の1/3がIMFブランド1種類だけを購入
  • 高所得・高学歴の母親は様々なブランドを購入

製品の選好

製品の切り替え

成分の意識

成分の機能

有機IMFの利点

付録:市場規模と予測

付録:調査手法と定義

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目次

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"Faced with upcoming tougher regulations and increasingly intense market competition, companies and brands need to find new approaches to communicate with consumers as well as drive sales. IMF (Infant Milk Formula) products which are easier to absorb and similar to breast milk are more likely to win in the China market. Besides, given that Chinese mums have limited knowledge about IMF ingredients, companies and brands need to invest more in market education."


- Yujing Li, Senior Research Analyst

This report looks at the following areas:

  • Have IMF products been over-marketed in China?
  • How to promote organic IMF products to Chinese consumers?
  • "Mimic breast milk" is a future trend for IMF products

The IMF (Infant Milk Formula) industry in China is going through changes. The upcoming tougher regulations will pose challenges for both international and domestic brands. Companies and brands need to find new approaches to communicate with consumers as well as sell products.

This Report provides analysis on the behaviour of current IMF product consumers. It goes into detail to understand which factors will drive consumers to purchase one product over another and what reasons will push consumers to switch products. In the meantime, Chinese mums' awareness towards IMF product ingredients and their functions are also investigated in this Report.

Table of Contents

Overview

  • What you need to know
  • Products/ themes covered in this Report

Executive Summary

  • The Market
    • Figure 1: Total China retail volume sales of infant milk formula, 2010-20
    • Figure 2: Total China retail value sales of infant milk formula, 2010-20
  • Companies and Brands
    • Figure 3: Value share of leading companies in infant milk formula market, 2013-15
  • The Consumer
  • Mums show stronger preference for international brands
    • Figure 4: Purchased brands, January 2016
  • 34% of mums only buy one IMF brand
    • Figure 5: Repertoire analysis of purchased brands, January 2016
  • Mums like IMF products which are easier to absorb and similar to breast milk
    • Figure 6: Product preference, January 2016
  • Quality-related reasons are top drivers for product switch behaviour
    • Figure 7: Product switch, January 2016
  • Significant differences exist regarding ingredient awareness
    • Figure 8: Ingredient awareness, January 2016
  • More education is needed for Chinese mums
    • Figure 9: Ingredient function, January 2016
  • Health benefits and nutritional values are perceived as most attractive advantages of organic IMF products
    • Figure 10: Advantage of organic infant milk formula, January 2016
  • What we think

Issues and Insights

  • Have IMF products been over-marketed in China?
  • The facts
  • The implications
    • Figure 11: Selected product claims in the China IMF product launch, 2012-15
  • How to promote organic IMF products to Chinese consumers?
  • The facts
  • The implications
    • Figure 12: Organic infant milk formula launched by Plum, US, 2016
    • Figure 13: Organic infant milk formula launched by Modilac Bio, France, 2015
  • "Mimic breast milk" is a future trend for IMF products
  • The facts
  • The implications
    • Figure 14: Baby personal care product and infant milk formula which use "ingredients found in breast milk" as selling point, Thailand
  • and US, 2013-16
    • Figure 15: IMF product which emphasises OPO's benefits on its packaging, China, 2015

The Market - What You Need to Know

  • The value growth rate of IMF market keeps slowing down
  • The pending regulations may reshuffle the IMF industry

Market Size and Forecast

  • Market growth rate keeps slowing down
    • Figure 16: Total China retail market value of infant milk formula, 2010-15
  • Flat growth rate in the next five years
    • Figure 17: Total China retail volume sales of infant milk formula, 2010-20
    • Figure 18: Total China retail value sales of infant milk formula, 2010-20

Market Factors

  • The relaxation of the one-child policy and urbanisation save IMF market
  • Online retailing offers more choices for mums living in low tier cities
  • Negative news of IMF products destroys consumers' confidence
  • New import tax sets barrier for imported IMF products
  • The upcoming regulations will reshuffle the IMF industry

Key Players - What You Need to Know

  • International companies still lead the market
  • More players enter super-premium segment
  • OPO ingredient is ready to take off

Market Share

  • International companies still lead the market
    • Figure 19: Value share of leading companies in infant milk formula market, 2013-15

Competitive Strategies

  • Danone stops selling IMF products under Karicare brand in China
  • More players tap into super-premium segment
    • Figure 20: Super-premium product introduced by Yashili and Arla, 2016

Who's Innovating?

  • OPO ingredient is rising
    • Figure 21: Newly launched infant milk formula with the OPO ingredient, China, 2011-15
  • Nestlé promotes its BabyNes machine in China
  • New technologies may bring a revolution for IMF industry

The Consumer - What You Need to Know

  • 34% of mums only buy one IMF brand
  • Mums like IMF products which are easier to absorb and similar to breast milk
  • Quality-related reasons are key drivers for consumers' product switch behaviour
  • Consumers have limited knowledge about IMF ingredients
  • Health benefits and nutritional values are perceived as most attractive factors of organic IMF products

Purchased Brands

  • International brands tend to attract more consumers
    • Figure 22: Purchased brands, January 2016
  • A third of mums only buy one IMF brand
    • Figure 23: Repertoire analysis of purchased brands, January 2016
  • Mums with higher income and education background are more likely to purchase different brands

Product Preference

  • International brands tend to attract more consumers
    • Figure 22: Purchased brands, January 2016
  • A third of mums only buy one IMF brand
    • Figure 23: Repertoire analysis of purchased brands, January 2016
  • Mums with higher income and education background are more likely to purchase different brands

Product Preference

  • Mums show strong preference for products which are easier to absorb and similar to breast milk
    • Figure 24: Product preference, January 2016
  • International certifications win more trust
  • Appealing product features for high earners
    • Figure 25: Product preference, by household income, January 2016

Product Switch

  • Quality-related reasons are top drivers for product switch behaviour
    • Figure 26: Product switch, January 2016
  • Word of mouth matters
  • Multi-brand users are most likely to be influenced by word of mouth
    • Figure 27: Product switch, by repertoire of purchased brands, January 2016
  • Price has limited influence for consumers' product switch behaviour
  • Leverage free tasting to enter growing up milk segment
    • Figure 28: Product switch, by age of youngest baby, January 2016

Ingredient Awareness

  • Significant differences exist regarding ingredient knowledge
    • Figure 29: Ingredient awareness, January 2016
  • Older mums have better knowledge about ingredients
    • Figure 30: Mums who have not heard of selected ingredients, by age, January 2016
  • Mums' knowledge changes with babies' age
    • Figure 31: Mums who have heard of selected ingredients and know about their functions, by age of youngest baby, January 2016

Ingredient Function

  • Chinese mums need more education about ingredient benefits
    • Figure 32: Ingredient function, January 2016
    • Figure 33: Newly launched infant milk formula with selected ingredients, China, 2011-15
  • Highlight ingredient benefits depending on mum's actual needs
    • Figure 34: Ingredient function, by age of youngest baby, January 2016

Advantage of Organic Infant Milk Formula

  • Health benefits and nutritional values are perceived as the most attractive product advantages
    • Figure 35: Advantage of organic infant milk formula, January 2016
  • Organic claim gives safety assurance
  • High earners believe that organic products are more premium

Appendix - Market Size and Forecast

  • Figure 36: Retail value sales of infant milk formula, 2010-20
  • Figure 37: Retail volume sales of infant milk formula, 2010-20

Appendix - Methodology and Definitions

  • Methodology
  • Fan chart forecast
  • Abbreviations
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