Look At The Development Trend Of 2020 Milk Powder Market, High-End Milk Powder Is Still Hot.

2018-2019 years of decline in the number of births has affected the growth of the milk industry, slowing the competition in the milk market in 2020. Although the current situation is not "cold winter", it needs to be cautious.

　　 Development focus of dairy enterprises: attacking subdivision areas and expanding category branches

With the 80 and 90s groups becoming the mainstream of family consumption, the new generation of parents is facing new challenges from the change of consumption concept of traditional parents. The multiple factors have forced the dairy enterprises to attack the subdivision areas, expand the product lines and seek new growth points.

In addition to further research on infant formula, many dairy enterprises have chosen to transform the single infant milk powder business mode, deepen the age of consumers, and enter the family milk powder market, such as children's milk powder, pregnant women's milk powder and adult milk powder.

Among them, maternal milk powder has become a new growth economy, and has attracted the attention of domestic first-line brands. Mead Johnson, Wyeth, beauty and Erie, Mengniu and so on have launched maternal milk powder; Nestle, flying crane, Wandashan, Guangming, Mengniu and other brands are targeting the needs of middle-aged and elderly people to launch specialized milk powder for middle aged and old people. Jianhe Swisse, in addition to the main business of nutrition and health care products, will also organize all kinds of peripheral products for beauty and beauty of women.

Insiders analysis, in 2020, the high-end milk powder industry, category diversification trend or more obvious. High end milk powder will continue to be popular in the market.

Nelson data show that in the first half of 2019, China's baby powder market grew by 9.4% year-on-year, with high-end (retail price of 330-430 yuan /kg) and ultra high end (retail price of more than 430 yuan /kg) products accounted for 61.2% of the total infant formula.

　　 Milk powder market saturation subdivision into new blue ocean

Milk powder, goat milk powder, organic milk powder and special medical infant food are the main products in the market. Milk powder is the brand of infant milk powder developed earlier in China, which occupies the largest market share.

With the saturation of milk powder market, if we need further development, we will need to expand and expand new fields. We will take the field of organic milk powder, goat milk powder, grass feed milk powder and special milk powder as main segments to become a new "incremental blue ocean". Among them, grass fed milk powder and A2 milk powder have become the products that have attracted consumers' attention and favor after organic milk powder.

Song Liang, an independent dairy analyst, said, "the demographic dividend has gradually disappeared, which has brought great problems to China's infant formula industry. But it can also accelerate the whole industry to grow professionally, and accelerate the rapid development of milk powder industry from traditional channels to modern channels. The price of milk powder is bound to return to value. The core of future high-end milk powder is brand building and the professional service system built around products. "

At present, the development of milk powder industry has entered a new stage. Formula upgrading, product development and brand building will become the new development direction of the milk powder industry. We also expect that dairy enterprises can tell better brand stories and provide quality protection for Chinese children's growth.