Main listed companies in milk powder industry: currently listed companies in domestic milk powder industry: Western Animal Husbandry (300 106. SZ), Beinmei (002570. SZ), Sanyuan (600429. SH) and Yili shares (600887. Shh).

The core data of this paper: the market size of infant milk powder in China, the market size of goat milk powder in China, and the comparison of nutritional components of goat milk, milk and breast milk.

The market scale of infant milk powder exceeds 654.38+070 billion yuan.

Infant milk powder, also known as infant formula. Refers to the nutritional index of breast milk, which is mainly based on milk or goat milk and its products for infants. Euromonitor data shows that in the past two years, due to the liberalization of the second child policy, the domestic infant milk powder market has continued to rise. However, under the background of increasing urbanization rate, China's fertility rate has entered a downward cycle, and the stimulating effect brought by preferential policies such as fully liberalizing the second child is limited. During 20 17-2020, the growth rate of infant milk powder market in China continued to decline.

Goat milk powder has more nutritional advantages, and the market scale continues to increase.

With the upgrading of family consumption of young mothers and infants and the rising awareness of "quality consumption", benefiting from the unique product advantages of goat milk powder, the improvement of milk source and technology, the initial success of brand building, and the increasingly clear policy environment, goat milk powder has gradually broken the development pattern of "one cow dominates" in the past decade and moved from "wandering alone" to the center of the stage. According to the data of Food and Drug Industry Development and Supervision Research Center of China Academy of Social Sciences, the national goat milk powder market sales in 2008 was only about 300 million yuan, and it had exceeded 5 billion yuan by 20 15. According to the latest data from Maternal and Child Research Institute, the market scale of goat milk powder in China will reach 654.38+004 billion in 2020.

The core reason why goat milk powder can compete with cow milk powder is related to its unique nutritional value. According to "Training Textbook for Dietitians in China" edited by China Nutrition Society, compared with milk powder, the fat globules and protein in goat milk are smaller than those in milk, and the protein clot is relatively thinner and softer.

Consumer awareness is still very shallow, but the potential acceptance is high.

Although the nutritional components of goat milk powder are more suitable for infants than cow milk powder, consumers' understanding of the details of goat milk powder products still needs to be improved. According to the data of Food and Drug Industry Development and Supervision Research Center of China Academy of Social Sciences, over 50% of users don't know about infant formula goat milk powder, while over 75% of users know about goat milk powder, but they don't know about the differences in nutritional components and subdivided products of goat milk powder. Even for mothers who have been fed goat milk powder, only 5% said that they "know goat milk powder very well", which shows that the lack of education of potential consumers of goat milk powder still needs to be made up.

Although many treasure mothers and pregnant mothers don't understand the advantages of goat milk powder, they still have a high willingness to accept goat milk powder. According to a survey conducted by the Women and Children Research Institute, only 34.5% of the users in the child-rearing period have been fed goat milk powder. However, 34.7% of the users who are not fed enough but have a purchase plan, more than one third. What is more noteworthy is that the proportion of mothers who have bought goat milk powder in families with two children and above, post-95 s, third-line and below is higher.

Market penetration will continue to increase.

In the future, with the implementation of the three-child policy and the deepening of supporting welfare policies in China, the number of potential consumers of infant formula milk powder in China will continue to increase; With the popularization of the nutritional utility of goat milk and the improvement of consumers' awareness, it is predicted that the market scale of goat milk powder in China will grow rapidly in the future, reaching111000 billion yuan in 2026 and approaching 20 billion yuan in 2026, accounting for 8% of the market scale of infant milk powder.

The above data refer to the Analysis Report on Market Foresight and Investment Strategic Planning of China Milk Powder Industry by Forward-looking Industry Research Institute.