Middle-aged and elderly milk powder market space is huge, product differentiation meets consumer demand

Recently, Nestlé launched the "blue hat" health food glucosamine calcium milk powder and probiotic protein powder for the first time, which respectively focus on increasing bone density and enhancing immune function, focusing on middle-aged and elderly milk powder

In an interview with a reporter from China Consumer News, Wang Hesong, secretary-general of the Health Advisory Service Committee of the China Health Care Association, pointed out that so far, China has approved 53 milk powder health foods, and among the 78 approved formula foods for special medical purposes, A large part also belongs to milk powder food

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 and other milk sources as the main raw materials, with appropriate other nutrients, through a certain processing technology.

Wang Dingmian, former executive director of China Dairy Association and president of Guangzhou Dairy Association, said in an interview with a reporter from China Consumer News that before 2010, only a few products were sold in the name of middle-aged and elderly milk powder.

Since 2016, the milk powder industry for middle-aged and elderly people has entered the fast lane, mainly due to two factors: First, China's population is aging, and there is an urgent need for healthy products; The threshold is high and the market competition is extremely fierce.

Wu Chongming, an associate researcher at the Chinese Academy of Medical Sciences and Peking Union Medical College, said in an interview with a reporter from China Consumer News that in order to meet the needs of middle-aged and elderly consumers for nutritional elements, most of the milk powder launched by dairy companies is high in calcium.

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.

There is a huge price difference with infant formula milk powder

　　The reporter of "China Consumer News" learned through investigation that at present, there are more than 600 middle-aged and elderly milk powder sold online and offline channels, and the price of 900-gram 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.

　　Currently, middle-aged and elderly milk powder manufacturers can 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 believes that in recent years, some dairy companies have actively developed functional products in the fields of improving immunity, improving sleep, anti-oxidation, promoting intestinal absorption, increasing bone density, regulating blood lipids, and improving cardiovascular and cerebrovascular.
A lot of dairy health food and special medical food have been approved for listing, and the middle-aged and elderly milk powder in these subdivisions will definitely 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
.
At present, the proportion of middle-aged and elderly people eating milk powder is less than 10%.
It is expected that this proportion will double in the next five years, and the corresponding market size will also double
.