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Transformation: Domestic brands take over the "market voice"
For a long time, foreign brands have dominated China's infant formula milk powder consumption market, especially in the high-end market, foreign brands have an absolute advantage
.
However, the phenomenon that domestic brands are in a weak position is changing
.
.
However, the phenomenon that domestic brands are in a weak position is changing
.
On August 3, 2017, the product formula of Beingmate Aega infant formula milk powder was approved, which is the first approved domestic infant formula milk powder product formula
.
As of February 24, 2018, the State Food and Drug Administration had approved a total of 102 domestic milk powder companies with 286 brands of 864 infant formula milk powder product formula registration applications, and the number of product formula approvals accounted for 76% of the total number of approvals.
(See Figure 1 for details), the number of domestic milk powder enterprises with approved product formulas accounts for 96% of the national milk powder enterprises
.
.
As of February 24, 2018, the State Food and Drug Administration had approved a total of 102 domestic milk powder companies with 286 brands of 864 infant formula milk powder product formula registration applications, and the number of product formula approvals accounted for 76% of the total number of approvals.
(See Figure 1 for details), the number of domestic milk powder enterprises with approved product formulas accounts for 96% of the national milk powder enterprises
.
Figure 1 Statistical chart of the approval status of infant formula milk powder product formula
Experts predict that through the registration, the number of formula milk powder for infants and young children in China will be controlled, and the level of product quality and safety will be significantly improved
.
The "Measures" clearly stipulate that in principle, each enterprise shall not exceed 3 formula series and 9 product formulas
.
Judging from the number of approved domestic infant formula milk powder product formulas, on average, each approved milk powder enterprise holds 8.
5 registered product formulas
.
.
The "Measures" clearly stipulate that in principle, each enterprise shall not exceed 3 formula series and 9 product formulas
.
Judging from the number of approved domestic infant formula milk powder product formulas, on average, each approved milk powder enterprise holds 8.
5 registered product formulas
.
The implementation of the new policy, on the one hand, establishes brand advantages by reducing the number of brands, which helps to gradually improve the formula and brand chaos in the domestic infant formula milk powder market, increase the concentration of state-owned brands, further maintain the market dominance of domestic products, and promote dairy products.
The industry has changed from a scale and speed type to a quality and efficiency type; on the other hand, it has greatly improved the entry threshold of China's infant formula milk powder market, blocked non-compliant products from the country, and gradually promoted the domestic market competition to become more benign.
Promoting domestic high-quality milk powder brands to seize the right to speak in the Chinese market
.
The industry has changed from a scale and speed type to a quality and efficiency type; on the other hand, it has greatly improved the entry threshold of China's infant formula milk powder market, blocked non-compliant products from the country, and gradually promoted the domestic market competition to become more benign.
Promoting domestic high-quality milk powder brands to seize the right to speak in the Chinese market
.
Quality improvement: The pass rate of product sampling inspection has been continuously improved
The new policy has also played a positive role in preventing the quality and safety risks of infant formula milk powder and improving the overall level of quality and safety of infant formula milk powder from the source
.
In order to further strengthen the quality supervision of infant formula milk powder, starting from January 2016, the State Food and Drug Administration implemented "monthly sampling inspection and monthly disclosure" for infant formula milk powder
.
According to the results of the national special supervision and random inspection of infant formula milk powder released on the official website of the State Food and Drug Administration, its annual sampling pass rate increased from 96.
93% in 2014 to 98.
90% in 2016.
By 2017, infant formula milk powder samples There were only 5 batches of unqualified samples in random inspections throughout the year, with a pass rate of 99.
50% (see Figure 2 for details), and the overall quality of infant formula milk powder was further improved
.
.
In order to further strengthen the quality supervision of infant formula milk powder, starting from January 2016, the State Food and Drug Administration implemented "monthly sampling inspection and monthly disclosure" for infant formula milk powder
.
According to the results of the national special supervision and random inspection of infant formula milk powder released on the official website of the State Food and Drug Administration, its annual sampling pass rate increased from 96.
93% in 2014 to 98.
90% in 2016.
By 2017, infant formula milk powder samples There were only 5 batches of unqualified samples in random inspections throughout the year, with a pass rate of 99.
50% (see Figure 2 for details), and the overall quality of infant formula milk powder was further improved
.
Figure 2 Comparison of pass rate of infant formula milk powder annual sampling inspection from 2014 to 2017
Of course, we still can't ignore the unqualified rate of several tenths in the sampling inspection of such special food
.
The regulatory authorities should further improve the registration and approval procedures, continue to increase production supervision and inspection, continuously strengthen risk management, scientifically guide market consumption through policies and systems, and promote the healthy development of milk powder enterprises
.
.
The regulatory authorities should further improve the registration and approval procedures, continue to increase production supervision and inspection, continuously strengthen risk management, scientifically guide market consumption through policies and systems, and promote the healthy development of milk powder enterprises
.
In addition, the registration of infant formula milk powder product formula is different from the registration of other products under the supervision of the State Food and Drug Administration
.
Its purpose is to do subtraction for the market and purify the messy and disordered situation of infant formula milk powder product formulas and brands
.
With the gradual standardization of the infant formula milk powder market order, the focus of post-supervision work should be based on policy guidance to continuously improve the R&D and innovation capabilities of milk powder companies, so as to further improve the quality of state-owned brands.
Loading good milk powder "Made in China" will also allow more excellent milk powder companies and brands to go abroad and go global
.
.
Its purpose is to do subtraction for the market and purify the messy and disordered situation of infant formula milk powder product formulas and brands
.
With the gradual standardization of the infant formula milk powder market order, the focus of post-supervision work should be based on policy guidance to continuously improve the R&D and innovation capabilities of milk powder companies, so as to further improve the quality of state-owned brands.
Loading good milk powder "Made in China" will also allow more excellent milk powder companies and brands to go abroad and go global
.
Development: Encourage milk powder enterprises to innovate and develop
Currently, cow's milk and goat's milk are the two most consumed animal milks in the world
.
As of February 24, 2018, the State Food and Drug Administration has approved a total of 1,138 infant formula milk powder product formulas, including 248 infant and young child formula goat milk powder product formulas; the number of approved goat milk powder product formulas accounts for the number of approved products 22% of the total formulas; among which, the approved imported goat milk powder product formulas accounted for 11% of the total approved imported milk powder product formulas (see Figure 3 for details); the approved domestic infant formula goat milk powder product formulas accounted for 11% of the total.
25% of the total batch of domestic infant formula milk powder product formula (see Figure 4 for details)
.
Goat milk powder has become a new field for the development of China's milk powder industry
.
.
As of February 24, 2018, the State Food and Drug Administration has approved a total of 1,138 infant formula milk powder product formulas, including 248 infant and young child formula goat milk powder product formulas; the number of approved goat milk powder product formulas accounts for the number of approved products 22% of the total formulas; among which, the approved imported goat milk powder product formulas accounted for 11% of the total approved imported milk powder product formulas (see Figure 3 for details); the approved domestic infant formula goat milk powder product formulas accounted for 11% of the total.
25% of the total batch of domestic infant formula milk powder product formula (see Figure 4 for details)
.
Goat milk powder has become a new field for the development of China's milk powder industry
.
Figure 3 Imported infant formula milk powder products
The number of approved domestic infant formula goat milk powder products accounts for 25% of the total approved domestic infant formula milk powder product formula (see Figure 4 for details)
.
Goat milk powder has become a new field for the development of China's milk powder industry
.
.
Goat milk powder has become a new field for the development of China's milk powder industry
.
Figure 4 Domestic infant formula milk powder products
According to statistics, domestic infant formula goat milk powder enterprises are mainly located in Shaanxi.
There are 18 infant formula goat milk powder enterprises in the province, most of which are small and medium-sized enterprises.
The number of approved goat milk powder enterprises accounts for the whole country.
50% of the total
.
There are 18 infant formula goat milk powder enterprises in the province, most of which are small and medium-sized enterprises.
The number of approved goat milk powder enterprises accounts for the whole country.
50% of the total
.
From the perspective of nutritional supply and demand, the protein in goat milk is mainly β-casein (same as breast milk), while the protein in cow milk is mainly α-casein
.
Studies have shown that by measuring the amino acid composition of human milk, cow milk and goat milk, the amino acid nutritional evaluation has confirmed that goat milk is closer to human milk and has higher nutritional value, and is a better functional food for infants and young children than cow milk.
raw materials
.
Compared with cow milk powder, the advantages of goat milk powder are that it is easier to digest and absorb and has no protein allergic reaction.
For infants and young children who cannot breastfeed or are allergic to milk formula milk powder, formula goat milk powder is undoubtedly a better choice
.
Today, families in developed countries and regions also use formula goat milk powder as the first choice for feeding their babies
.
.
Studies have shown that by measuring the amino acid composition of human milk, cow milk and goat milk, the amino acid nutritional evaluation has confirmed that goat milk is closer to human milk and has higher nutritional value, and is a better functional food for infants and young children than cow milk.
raw materials
.
Compared with cow milk powder, the advantages of goat milk powder are that it is easier to digest and absorb and has no protein allergic reaction.
For infants and young children who cannot breastfeed or are allergic to milk formula milk powder, formula goat milk powder is undoubtedly a better choice
.
Today, families in developed countries and regions also use formula goat milk powder as the first choice for feeding their babies
.
From the market point of view, the price of goat milk powder is higher than that of cow milk powder
.
Therefore, it is necessary to increase policy support for domestic goat milk powder enterprises, encourage and support goat milk powder enterprises to innovate and develop, and produce milk powder products that are suitable for infants and young children in China and closer to the nutritional composition of breast milk, and further promote infant formula.
The milk powder industry develops reasonably and healthily according to the market demand
.
.
Therefore, it is necessary to increase policy support for domestic goat milk powder enterprises, encourage and support goat milk powder enterprises to innovate and develop, and produce milk powder products that are suitable for infants and young children in China and closer to the nutritional composition of breast milk, and further promote infant formula.
The milk powder industry develops reasonably and healthily according to the market demand
.
