However, with more and more dairy companies pouring into the goat milk powder track, its original blue ocean market has also become the Red Sea, and the dividend period of goat milk powder is coming to an end, and the trend of differentiation and centralization is gradually obvious.
Goat milk powder has experienced the development from the early prosperity to the present, and it is also constantly exploring itself. The rise of goat milk powder is partly due to the characteristics of its products. However, at present, some cow milk powder products have realized these characteristics of goat milk powder through formula, so that their category advantages are being replaced.
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Particularity is "disappearing"
The molecules of goat milk powder are smaller, smaller than milk 1/3, which is easily absorbed by the baby; Goat milk is warm, and the baby will not get angry after drinking it; Goat milk contains less allergen α- 1 casein, and the baby is not allergic. Goat milk is rich in nutrition and can provide balanced nutrition for babies. The above is the most common expression about the characteristics of goat milk.
At the sales end, goat milk is a small molecule, easy to digest and absorb, and not easy to be allergic, which has become the main selling point of many goat milk powder brands in marketing. Thanks to these characteristics, goat milk powder is recognized by more and more consumers.
But in the past two years, more and more cow milk powder on the market began to have these characteristics. For example, A2 milk powder produced by Wyeth, Mead Johnson, Newbezi and many other enterprises, small molecular milk powder produced by companies such as Tantu and Shengyuan, Junlebao Youcui, which adopts partial proteolysis technology, etc.
With the development of the market, more and more subdivided products are listed one after another. These new products have similar characteristics to goat milk powder through formula differentiation, and the cost is lower, so the particularity of goat milk powder is "disappearing" and cow milk powder is being replaced by formula.
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From "Blue Ocean" to "Red Sea"
As early as 265438+the beginning of the 20th century, goat milk powder was sold in the market, but the price was generally higher. In the period of rapid growth of cow milk powder, goat milk powder has been on the edge. Since the implementation of the formula registration system, the milk powder industry has gone through a period of clean-up. In the period of serious homogenization of milk powder, goat milk powder has expanded rapidly as a differentiated existence.
According to the data of "China goat milk powder industry development research", the market scale of goat milk powder in China was 3.5 billion yuan in 20 14 years, and it has maintained a market growth rate of more than 25% almost every year since then. By 20 18, the sales of goat milk powder in China has increased to 10 billion yuan, and it is expected to soar to 20 billion yuan by 2020. Among them, the market scale of infant formula goat milk powder will exceed 654.38+000 billion yuan.
With the increase of the main consumers in the new generation, the market scale of goat milk powder shows a blowout trend. The major dairy companies that "killed their eyes" in the mainstream milk powder market are scrambling to start to increase their strength in the field of goat milk powder. Among them, Aoyou, Yili, Synbiotics, Danone, Wyeth and other big brands have laid out goat milk powder categories.
However, more and more brands of goat milk powder are registered. According to incomplete statistics, there are more than 100 brands of goat milk powder in the domestic market at present, among which 90 are registered, and more than 40 enterprises produce infant formula goat milk powder.
As more brands enter the field of goat milk powder, consumers' market education will be strengthened, but at the same time, the industry will also face more intense killing.
In addition, the implementation of the formula registration system has accelerated the survival of the fittest in the goat milk powder market, some small and medium-sized brands are facing withdrawal or transformation, and the goat milk powder market is polarized. The momentum of big brands and enterprises in the segmentation field will be stronger and stronger, and the market share will continue to expand, which will be followed by increasingly fierce competition. Goat milk powder has also changed from the original blue ocean market to the "Red Sea", and the market dividend is gradually exhausted.
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Improvement of formula
According to iResearch's 20 19 Insight Report on Users of Young Parenting Families in China, users of young parenting families in China pay more attention to ingredients/formulas, followed by brands. Obviously, formula is a major factor that consumers attach great importance to today.
At present, many formulas in the industry are very fine and scientific. With the formula of milk powder becoming more and more refined, some brands have developed a more systematic nutritional ratio, which is more suitable for the baby's nutritional needs, as well as a light taste formula that subtracts the baby's taste. New concept selling points have also appeared in the market, such as grass-fed milk powder and HMO formula milk powder.
In addition, some brands in the market will consider the baby's digestion and absorption ability and improve immunity when studying the formula, and create differentiated competitive advantages through refined nutrition.
The emergence of these new categories may replace other milk powder categories, such as goat milk powder.
At present, more and more milk powder is being replaced by refined formula research, and the advantages of goat milk powder category addition are disappearing.