Dairy enterprises open the "star track" race to grab the position

Wang Haidong, director of the Department of Aging Health of the National Health Commission, said a few days ago that it is expected that during the "14th Five-Year Plan" period, the total number of elderly people aged 60 and above in China will exceed 300 million, accounting for more than 20%, entering the stage
of moderate aging.

Entry: The middle-aged and elderly milk powder industry has initially taken shape

Middle-aged and elderly milk powder is based on the physiological characteristics and nutritional needs of middle-aged and elderly people, with high-quality fresh milk, goat's milk, camel milk, donkey milk and other milk sources as the main raw materials, with appropriate other nutrients, through a certain processing technology to produce dairy products
for the middle-aged and elderly population.

After continuous exploration in recent years, dairy companies have a clearer understanding
of the prospects of the middle-aged and elderly milk powder market.

On September 16th, Ausnutria Goat Milk Powder Brand Jiabei Aite launched the Yingjia Yingxin Pure Goat Formula Milk Powder officially launched
.

In addition, Mengniu is also already laying out the silver hair market, and dairy companies such as Guangming and Feihe have said that the next step will be to force the adult milk powder market
.

Previously, Mengniu's Yashili, Hopson, as well as international brands such as Nestle, Wyeth and Mead Johnson have successively launched adult milk powder
.

Dilemma: Each product has no obvious characteristics

"Since 2016, the middle-aged and elderly milk powder industry has entered the fast lane, mainly due to two factors, one is the increasing aging of China's population, and the urgent demand for health products; Second, China implements the registration system management of infant milk powder, the entry threshold of enterprises is high, the market competition is extremely fierce, many enterprises seek new profit growth points, and the concept of middle-aged and elderly people is a better choice
.

However, after several years of development, middle-aged and elderly milk powder has rarely performed
in the performance statements of dairy companies.

Not only is there a huge gap between the volume and the baby powder, but there is no mature leading brand
so far.

Zhu Danpeng, vice president of the Guangdong Food Safety and Security Promotion Association, believes that the current homogenization of adult milk powder is obvious, most products are labeled with similar nutrients and functions, and the middle-aged and elderly milk powder launched by some enterprises is not much different from other adult milk powder, and the health needs
of middle-aged and elderly groups are not well taken care of.

Wei Jing, vice president of Feihe, pointed out that the slow expansion of the domestic middle-aged and elderly milk powder market is due to the lack of mature brands in the current adult powder market, on the other hand, it is related
to the fact that domestic consumer consumption habits still need to be cultivated.

Ausnutria Dairy also said that domestic consumers, especially middle-aged and elderly consumers, have not formed milk drinking habits, so the growth of consumption is limited, and in the way of drinking milk, some consumers are more willing to choose liquid milk, which affects the growth
of the total amount of the industry.

In addition, the slow development of domestic middle-aged and elderly milk powder is also related to consumer trust, due to the low threshold of basic nutritional supplement milk powder products, resulting in some shoddy and illegal sales of middle-aged and elderly milk powder in the market, which in turn led to consumer groups distrust
of this type of milk powder products.

Breaking the game: innovative products for the health demands of the elderly and middle-aged people

"The functional upgrading of middle-aged and elderly milk powder will become the trend of the times, and the middle-aged and elderly milk powder with high calcium, vitamins, high-speed rail, and selenium-rich as the selling points will gradually lose its current market share
.

For example, Danone said that its middle-aged and elderly milk powder "starts from intestinal health, multi-nutrition and other aspects", aiming to carry out nutritional interventions
from the early stage of aging.

In 2021, Feihe launched 4 adult functional milk powder products, mainly for the needs of middle-aged and elderly people for immunity, cardiovascular, bone, blood sugar health, etc.

Song Liang, an independent analyst in the dairy industry, believes that the future of domestic milk powder enterprises is still gradually expanding from infant nutrition to the family nutrition market, especially middle-aged and elderly related products, but this also requires enterprises to increase investment in scientific and technological research and development and product innovation, and develop more nutritional, scientific and functional health products
.

It is understood that in recent years, some dairy companies began to actively develop functional products in the fields of improving immunity, improving sleep, antioxidants, promoting intestinal absorption, increasing bone density, regulating blood lipids, improving cardiovascular and cerebrovascular fields
, and more and more dairy health foods and special medical foods will be approved for listing in the future.

"To make adult milk powder a certain scale, it is necessary to have new development ideas, precision nutrition, functionalization is an important direction, and adult milk powder is more scientific and professional after formulating, suitable for groups
that need to maintain a comprehensive supply of body nutrition.
" Song Liang said that the core of the development of the middle-aged and elderly milk powder market lies in promoting the transformation from technical nutrition products to professional nutrition products, such as three highs, obesity, eye protection, memory, etc.
, and the strategic upgrading of products for the health demands of middle-aged and elderly people can truly promote the effective growth
of the adult milk powder market.

(Yang Xiaojing, comprehensive arrangement)

China Food News (2022-09-27 04 edition)

(Editor-in-charge: Yang Xiaojing)