Middle-aged and elderly milk powder market expects big single products

At present, China's population is aging further

Lack of representative items

Milk powder for middle-aged and elderly people is based on the physiological characteristics and nutritional needs of middle-aged and elderly people, using high-quality fresh milk, goat milk, camel milk, donkey milk, etc.

Wang Dingmian, president of the Guangzhou Dairy Association, said that before 2010, only a few products were sold in the name of milk powder for middle-aged and elderly people; since 2011, the development of the milk powder industry for middle-aged and elderly people has accelerated significantly, but the overall presentation is tepid.

Wu Chongming, an associate researcher at the Chinese Academy of Medical Sciences and Peking Union Medical College, said that in order to meet the nutritional needs of middle-aged and elderly consumers, most of the milk powder for middle-aged and elderly people launched by dairy companies has high calcium as the main selling point, and adds a variety of vitamins and trace elements

Wu Chongming pointed out that at present, the vast majority of dairy companies regard middle-aged and elderly milk powder as a part of their overall market layout, but many Chinese and foreign brands are more to complete the category production line, and there are fewer brands focusing on the middle-aged and elderly milk powder market.

Wang Dingmian believes that at present, the promotion effect of well-known brands in the middle-aged and elderly milk powder market has not been fully released, and so far there has not been a middle-aged and elderly milk powder company with a single main business

There is a huge price difference with infant formula milk powder

At present, there are more than 600 middle-aged and elderly milk powder sold online and offline channels, and the price of 900g canned products is mostly between 90-200 yuan

Wang Dingmian said that at present, the annual market size of middle-aged and elderly milk powder is 6.

Why is there such a big difference in the price of milk powder for "one old and one young"? Wang Dingmian explained that infant formula milk powder is difficult to register and has high technological content, all kinds of essential nutrients are required to be comprehensive, and the production cost is high

At present, the purchase price per kilogram of fresh milk is 4.

Middle-aged and elderly milk powder producers can currently be divided into two categories: local and international

Differentiated competition becomes a trend

Wu Chongming pointed out that the homogenization of milk powder for middle-aged and elderly people in China is serious at present.

In addition, the proportion of dairy products in China's traditional eating habits is relatively small, and the middle-aged and elderly people generally lack scientific understanding of milk powder consumption

From the perspective of consumer demand, which milk powders will become the hottest models in the future? In this regard, Wu Chongming said that the functional upgrade of milk powder for middle-aged and elderly people will become the general trend, and the milk powder for middle-aged and elderly people with high calcium, vitamin, high iron, and selenium-rich selling points will gradually lose its current market share

Wang Hesong, secretary general of the Health Advisory Service Committee of the China Health Care Association, believes that in recent years, some dairy companies have actively developed areas such as improving immunity, improving sleep, anti-oxidation, promoting intestinal absorption, increasing bone density, regulating blood lipids, and improving cardiovascular and cerebrovascular In the future, more and more dairy health food and special medical food will be approved for the market, and the middle-aged and elderly milk powder in these subdivisions will inevitably show a situation of fierce competition

Wang Dingmian said that under the background of the steady improvement of the national income level and the gradual enhancement of health awareness, there is a huge potential growth space for the middle-aged and elderly milk powder market

(Comprehensive arrangement by Zhou Yan)

"China Food News" (November 16, 2021 02 edition)

(Editor in charge: Zhou Yan)