Aging intensifies, how to break the situation of middle-aged and elderly milk powder

Our reporter Yang Xiaojing

A few days ago, the results of the seventh national census were announced.

Data show that in 2019, the scale of China's "silver economy" related industries has exceeded 3.

As the market heats up, companies are deploying one after another

"With the improvement of consumption level, the awareness of nutrition among middle-aged and elderly consumers is also increasing, and the concept of 'food supplement' is gradually gaining popularity.

In fact, as people pay more and more attention to health preservation, supplementing nutrition by eating milk powder has gradually become a nutritional supplement method accepted by consumers

"Although many big brand companies have entered the adult milk powder market, in general, the technical content of the existing products is still relatively low, and they are all centered on ordinary products, and the product strength still needs to be further strengthened

Add nutrients to meet delicate needs

Compared with consumers of other age groups, there are obvious differences in the nutritional needs and health problems faced by middle-aged and elderly people, and they will pay more attention to the pertinence of the nutritional ingredients of products

More and more dairy companies have begun to launch products suitable for middle-aged and elderly people with different physiques to meet the nutritional and health needs of middle-aged and elderly people, and take the road of differentiation

Middle-aged and elderly milk powder with functional ingredients is ushering in a golden period of development

Increase R&D investment, differentiation becomes the key to competition

Although the market heat has begun to heat up and new products have been launched, whether it is R&D or marketing, compared with infant formula, middle-aged and elderly milk powder is still relatively "lonely", and there is no obvious qualitative change in the market

In addition, the classification of the middle-aged and elderly milk powder market is not refined enough, and the concept is vague

"Achieving product differentiation is the key to competitiveness.

On the other hand, the promotion ideas of enterprises need to be changed

　　Zhu Danpeng agrees with this: "Let the government take the lead, enterprises participate, and form a standard system.

　　"China Food News" (May 18, 2021 04 edition)

(Editor-in-charge: Yuan Guofeng)