As the health value of milk grows, so does the role of dairy in everyday life. They are no longer just "subsistence" foods that meet basic dietary needs, but are moving towards higher quality "quality" foods. Especially for children, whose needs for dairy products are more diverse and individualized. At present, the concentration of room temperature white milk in the children's milk dairy industry is high, forming a competitive situation in which the two superpowers are in the world and the strongest have specializations: the national market share of Yili and Mengniu is close to 50%; Imported milk dairy enterprises enjoy a certain share by virtue of their local milk sources, channels and brand advantages, which are mainly reflected in the room temperature business and the segmentation of high-growth tracks.
Overview of the original imported high-end children's milk market.
With the steady growth of China's economy and the continuous improvement of residents' consumption capacity, the consumer market is gradually showing a new trend of quality and high-end. This trend is particularly evident in the dairy market, which has driven the transformation of the market structure to a premium. The share of imported milk and various high-end dairy products in the market is increasing year by year, which marks that China's dairy consumption has entered a new stage of development.
The original imported high-end milk industry still shows a strong momentum of development. From 2017 to 2023, the sales scale of the industry will increase from 122.6 billion yuan increased to 151.2 billion yuan, and the sales volume also increased from 4766930,000 liters to 6,231090,000 liters. This growth is mainly due to the continuous efforts in product innovation and the continuous strengthening of the construction of the first chain. Especially in the field of imported children's milk, the market competitiveness of products has been effectively enhanced by introducing higher quality products.
Looking ahead, with the rapid development of domestic e-commerce and logistics industries, imported children's milk is expected to enter thousands of households more conveniently. According to **, by 2027, the sales scale of the original imported children's milk industry is expected to reach 183.8 billion yuan, and the import volume will reach 7573930,000 liters. Overall, the market for imported children's milk has significant growth potential.
Data**: Sullivan Analysis).
Features of original imported high-end children's milk products.
1. High-quality milk source.
The use of fresh milk from high-quality milk sources, such as the Netherlands, Australia, New Zealand and other high-quality pastures, these areas are located in the 40°-50° north and south latitude ** milk source zone, known for their unique geographical location, temperate climate, fertile soil and abundant water conditions and strict livestock management standards, providing an ideal growing environment for dairy cows to ensure high quality milk.
2. Exclusive formula.
In order to meet the needs of children's growth and development, high-end children's milk is usually added with a variety of nutrients, such as iron, zinc, vitamin D, etc. These nutrients play an important role in children's bone development, immunity improvement, and intellectual development.
Aomu - the benchmark brand of the original imported high-end children's milk market.
According to related reports, on February 1, 2015, Australia's dairy industry leader Freedom Foods Group Ltd,) solemnly announced the austia in Shanghai'S Own officially entered the Chinese market. The move marks the arrival of China's first children's milk imported from Australia, and at the same time, austria'S Own has also become one of the first internationally renowned brands to enter the high-end children's milk market in Chinese mainland.
*: Aomu official website.
On December 17, 2022, as the leader of China's high-end children's growth milk, Aomu upgraded the milk source to A2 milk source, which originates from Australia's 40°-50°** milk source belt, and the A2 milk source produced by the century-old pasture in the Gaobao River Valley, containing A2-casein, which shapes the rarity of A2 milk. This characteristic has established a unique position in the high-end dairy market.
1.Rare A2 milk source: contains precious A2-casein, natural affinity and easy absorption;
2.Exclusive children's growth formula: contains calcium, iron, zinc, vitamin D nutrients to help children grow;
The perfect combination of rare milk source and exclusive growth formula gives the imported children's milk of Aomu the unique advantage of "rare milk source, better nutrition".
*: Aomu official***
In the past 7 years, in the face of consumers' increasing demand for milk quality, Aomu has been adhering to the brand mission of "selecting good milk sources around the world to meet the needs of Chinese families for high-end dairy products". Always adhere to the "specialized, special and new": adhere to the principle of precise service, focus on quality, unique high-end temperament, and product innovation, constantly promote product research and development, deeply cultivate the vertical field of children's growth milk, and continuously improve product strength from many aspects such as first-class milk source and exclusive growth formula, and with the combination of scientific and reasonable nutritional ratio, rare milk source and exclusive growth formula, from 2017 to 2023, Aomu has made remarkable achievements in the national market of original imported high-end children's milk. It has achieved a leading position in sales for 7 consecutive years. Therefore, Frost & Sullivan, an international authoritative research institution, issued a market position confirmation certificate for Aomu as "the original imported high-end children's milk has been leading in sales in China for 7 consecutive years".