The implementation of the new national standard is approaching, and small and medium-sized dairy companies welcome the knockout round again

2022 is an important year for the development of the domestic milk powder industry: the milk powder market has entered a critical time point for the secondary registration and upgrading of formulas, and at the same time, the new national standard is about to be officially implemented (the transition period is less than one year)

Enterprise development needs to take into account the short and long term

As the implementation of the new national standard is approaching, what aspects should milk powder companies pay attention to in the future?

First of all, in the short term, marketing investment determines the brand’s status in the minds of users, which can quickly increase the popularity and brand influence of milk powder companies

Today's domestic milk powder companies with a higher market share generally have higher marketing investment

Secondly, the degree of attention and influence of the policy on the milk powder industry determines the performance of milk powder companies in the medium and long-term cycle

Under the superposition of the epidemic, the pressure on milk powder companies is self-evident

In addition, the decline in the new population also has a significant impact on the milk powder industry

Research will become a must-answer

The new national standard and the secondary registration of the formula have brought a more severe test to the enterprise

The secondary registration of the formula has made the production and R&D capability proof materials more refined, the process, equipment, and key monitoring points are more stringent, and the dimension of raw material qualification management and control has been broadened and deepened

In addition, the new national standard sets stricter content ranges for nutrients such as protein, fat, vitamins and minerals in milk powder

But will this lead to more convergence of products between different brands? In fact, the new national standard is a catalyst for the differentiated development of the milk powder industry

First of all, there is still a lot of room for improvement in technological breakthroughs in infant formula

At the same time, leading companies are increasing investment in scientific research.

It can be seen that with the secondary registration of formula and the release and implementation of the new national standard, China's milk powder industry will enter a new era in the future

(Source: Xiangshan Finance and Economics)

"China Food News" (May 24, 2022 Edition 04)

　　(Editor-in-charge: Yang Xiaojing)