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Research Report on Infant Formulas Market in China 2013

  • September 2013
  • -
  • Beijing Orient Agribusiness Consultant Ltd.
  • -
  • 156 pages

Research Background

In terms of the current dairy products with large commercial scale and profitability, infant formula milk powder is undoubted focus and hotpoint of industrial competition. According to the preliminary estimation of BOABC, currently the sale gross profit margin of foreign-funded infant formula milk powder brands represented by Mead Johnson and Dumex has reached 60%, and that of domestic infant formula milk powder brands represented by Yili, Beingmate, Shengyuan and Yashili has also reached 40-60%, which far exceeds 25% average gross profit margin of the entire dairy production industry, and attracts a large number of milk processing enterprises to turn to produce infant formula products, meanwhile, the capital outside the industry also saw the tremendous profits of the product, and has made strong capital penetration to the product. In recent years, infant formula milk powder companies have got listed in and outside China, and have obtained a wealth of capital, so they have made the formula milk powder to become one of the products with the highest investment value.

At present, the entire market size of China's infant formula milk powder is almost RMBY 62 billion, there are a hundred of production and processing enterprises with business license issued by the state, the whole market is obviously divided into high end and mid & low end, brand concentration is higher in the markets with different grades. With the increasing monitoring efforts of Chinese government on the whole dairy processing industry including infant formula milk powder companies, the brand concentration of infant formula milk powder market is expected to continue to increase.

This report carries on a comprehensive and detailed analysis by six aspects including China’s supply of raw material milk and milk-based raw materials, China’s related policies on infant formula milk powder industry, China's infant formula milk powder market, major competitors and respective market shares of China's infant formula milk powder market, China's development trend of infant formula milk powder, and threats and opportunities that infant formula milk powder market are facing. The data in this report includes the relevant official data of China, the data provided by dairy enterprises, data from terminal market research institutions as well as those that BOABC accumulated through years of cooperation with the industry. The data is authoritative, objective and forward-looking.

BOABC is a domestic well-known professional agricultural consulting company, and has strong R & D strength and excellent market research team, over the years, it has provided services for Chinese relevant government departments, international organizations, multinational companies, domestic well-known companies, boasting a good reputation. BOABC has attached great importance to China's dairy industry development, its main R & D personnel are the members of the related dairy policy "think tank" of the Chinese government, have a deep understanding on the China's whole industrial chain of dairy industry, and have maintained a good relationship with Dairy Association of China, China Dairy Industry Association and local related associations, also have a good cooperative relationship with domestic well-known dairy companies (such as Yili, Mengniu, Bright and Sanyuan, etc.) and foreign-funded companies (Nestle/Wyeth, Dumex, Mead Johnson, etc.). The report shall provide valuable reference for domestic and foreign dairy enterprises, raw materials and ingredients suppliers infant formula milk powder, equipment suppliers, investment and financing institutions to understand, know and research Chinese infant formula milk powder market, and expand Chinese infant formula milk

Table Of Contents

Research Report on Infant Formulas Market in China 2013
Contents

Main Conclusions 10

1. Analysis of China's Dairy Product Processing 14
1.1 Classification of Dairy Products in China 14
1.2 Production of Milk Powder 15
1.2.1 WMP 16
1.2.2 SMP 18
1.2.3 Modified Milk Powder 19
1.2.4 Infant Formula Milk Powder 19
1.3 Production Regional Distribution of Infant Formula Milk Powder 20
1.4 Management Policies of Production and Sales of Infant Formula Milk Powder in China 20
1.4.1 Regulations on Supervision and Administration of Dairy Products Quality and Safety 20
1.4.2 Rules for the Examination of Licensing Criteria for Enterprises Producing Infant Formula Milk Powder (2010 version) 21
1.4.3 Regulations on Supervision and Administration of Dairy Products Quality and Safety Issued by State Administration for Industry and Commerce 23
1.4.4 " Administrative Methods on Sales of Breast Milk Substitutes " 23
1.4.5 Infants' Formula Milk Production License System 25
1.4.6 Impact of New National Safety Standards on Chinese Infant Formula Powder Market and Tendency 26
1.5 Prediction on Production Capacity of China's Dairy Processing Industry in Future 5 Years 40

2 Analysis of China's Infant Milk Powder Import 43
2. 1 Overview of Dairy-based Raw Materials Import 43
2.1.2 SMP 43
2.1.3 WMP 45
2.1.4 Whey Powder and Demineralized Whey Powder 46
2.1.5 Lactalbumin and Whey Protein Concentrate (WPC) 48
2.1.6 Lactose 50
2.1.7 Milk Fats 51
2.2 Original Infant Formula Milk Powder for Retail 53
2.2.1 Import Volume and Import Price (CIF) 53
2.2.2 Origins of Infant Formula Milk Powder Import 54
2.2.3 Imports of Other Formula Food for Infants and Young Children 60

3. Overview of China's Market of Infant/young Child's Formula Milk Powder 61
3.1 Overview 61
3.1.1 Analysis of Market Consumption Characteristics of Infant Formula Milk Powder 61
3.1.2 Production and Layout of Infant/young Child's Milk Powder 64
3.1.3 Market Capacity and Distribution of Infant Formula Milk Powder 66
3.1.4 Growth Rate of Infant Formula Milk Powder Market 69
3.2 Marketing Analysis of China's Infant Formula Milk Powder 71
3.2.1 Marketing Channel of Infant Formula Milk Powder 71
3.2.2 Promotion Model of Infant Formula Milk Powder 71
3.2.3 Comparative Analysis of Different Marketing Model Procedures 72
3.3 Market Price Analysis of China's Infant Formula Milk Powder 74
3.3.1 Overview 74
3.3.2 Infant Milk Power Price Comparative Analysis of Domestic and International Brands 75
3.4 Analysis of Different Infant Formula Milk Powder Markets in China 76
3.4.1 I Phase I Infant Formula Milk Powder (for 0-6-month-old infants) 76
3.4.2 Phase II Infant Formula Milk Powder (For 7-12 months) 79
3.4.3 Phase III Infant Formula Milk Powder (for 1-3 years-old children) 82
3.4.4 Phase IV Formula Milk Powder (for 4-6 years-old children) 84
3. 4.5 Pregnant Women and Lactating Women Formula Milk Powder Market 85
3.4.6 Infant Formula Rice Cereal 85
3.4.6 Analysis of Selling Points of China's Infant Formula Milk Powder 89
3.4.7 Analysis of Packaging of China's Infant Formula Milk Powder Products 91
3.5 Consumption Demand Potential Analysis of Infant Formula Milk Powder Market in China 94
3.5.1 Analysis of Consumption Demand Status of Infant Formula Milk Powder 94
3.5.2 Analysis of Infant Formula Milk Powder Consumption Demand Trend in Future 3-5 Years 95

4. Analysis on Main Players (TOP10) of Infant Formula Milk Powder of China 97
4.1 Chinese Infant Formula Milk Powder Producing Enterprises and Regional Distribution 97
4.2 Market Shares of Infant Formula Milk Powder Brands and the Change Features 99
4.3 Analysis on Top 10 Players 101
4.3.1 Inner Mongolia Yili Industrial Group Co., Ltd 101
4.3.2 Zhejiang Beingmate Technology Industry and Trade Co., Ltd 108
4.3.3 Dumex Baby Food Co. Ltd 114
4.3.4 Mead Johnson Nutrition (China) Co. Ltd 118
4.3.5 Wyeth Nutritional (China) Co., Ltd 122
4.3.6 Biostime Inc. (Guangzhou) 124
4.3.7 Synutra Nutritional Co., Ltd 129
4.3.8 Abbott (China) Co., Ltd 136
4.3.9 Ausnutria Dairy (China) Co., Ltd 140
4.3.10 Nestle (China) Co., Ltd 144

5. Development Trend of Chinese Infant Formula Milk Powder Market 149
5. 1 Technical Level of Products 149
5. 2 Pricing 149
5. 3 Market Brand Concentration 149
5. 4 Market Structure 150
5. 5 Enterprise Competition 150
5. 6 Marketing Mode 151

6. Analysis on Threats and Opportunities of Chinese Infant Formula Milk Powder Industry 153
6. 1 Analysis on Substitution of Chinese Breast-milk to Infant Formula Milk Powder 153
6.1.1 Breast-milk Value Analysis 153
6.1.2 Analysis on Reasons for More and More Choices for Infant Formula Milk Powder 153
6.2 Analysis of Opportunities for Chinese Infant Formula Powder Industry 156

Annexes 158
Annex I: Balance Sheet of Supply and Demand of Raw Milk in China, 2011-2013 158
Annex II: List of General Situation of Infant Milk Powder Manufacturers with Annual Output of above 5000 tons, 2011 159
Annex III: List of General Situation of Top 10 Infant Milk Powder Manufacturers, 2012 160
Annex IV: List of Enterprises Regaining Infant Formula Milk Powder Production License, as of March 31, 2011 161
Annex V: List of Leading Importers of Infant Forumla Food?HS1901.1000?(with a volume of above 1000 tons), 2012 173



FIGURES AND TABLES
Figure 1.1 Structure of Dairy Products in China, by Output?2012 14
Figure 1.2 Structure of Dairy Products in China, by Output?2012 15
Figure 1.3 Milk Powder Production of China, 2008-2012 16
Figure 1.4 WMP Production of China, 1999-2012 17
Figure 1.5 SMP Production of China, 1999-2012 18
Figure 2.1 China SMP Import Volume and Price, by Month, 2000-2013 44
Figure 2.2 China Import Origins of SMP, by Volume, 2012 44
Figure 2.3 China WMP Import Volume and Price, by Month, 2003-2013 45
Figure 2.4 Import Volume and Price of Whey Products of China, by Month, 2004-2013 47
Figure 2.5 China's Import Structure of Whey and Modified Whey Products, 2012 47
Figure 2.6 China Lactalbumin and WPC Import Volume and Price, 2004-2012 49
Figure 2.7 China Products Structure of Lactalbumin and WPC, 2012 49
Figure 2.8 China Import Origins of Lactalbumin and WPC, 2012 49
Figure 2.9 China Lactose Import Volume and Price, 2005-2012 50
Figure 1.10 China Import Origins of Lactose, 2012 51
Figure 2.11 China Milk Fats Import Volume and Price, by Month, 2004-2012 52
Figure 2.12 China Import Origins of Milk Fats, 2012 52
Figure 2.13 Imports of Original Infant Formula Milk Powder for Retail in China, by Month, 2000-2012 53
Figure 2.14 China Import Origins of Infant Formula Milk Powder for Retail, 2012 54
Figure 3.1 China Infant Formula Milk Powder Output, 1999-2012 65
Figure 3.2 China Production Layout of Infant Formula Milk Powder, 2012 65
Figure 3.3 Regional Distribution of Urban Infant Population and Infant Milk Powder Market Capacity (By Consumption Volume) in China's Different Provinces and Regions, 2012 67
Figure 3.4 Flow of Infant Formula Milk Powder Promotion Model 72
Figure 3.5 Comparison of Infant Milk Power Price of Domestic and International Brands, 2010-2013 76
Figure 3.6 Factors influencing the consumers' purchase of infant formula milk powder 90
Figure 3.7 Judge Standards of Consumers on Quality of Infant Formula Milk Powder after "the Melamine Scandal" 90
Figure 3.8 Demand Changes on Infant Formula Milk Powder Before and After the Melamine Scandal 90
Figure 4.1 Market Share of Famous Infant/young Child's Formula Milk Powder Brands, by Sales Value?2010-2012 100
Figure 4.2 Market Share Change of Beingmate Infant Milk Powder, by Sales Value, 2008-2012 114
Figure 4.3 Market Share Change of Synutra Infant Milk Powder, by Sales Value, 2008-2012 135

Table 1.1 Balance Sheet of Supply and Demand of WMP in China, 2010-2012 17
Table 1.2 Balance Sheet of Supply and Demand of SMP in China, 2010-2012 18
Table 1.3 Sensory Requirements 26
Table 1.4 Indexes for Protein, Fat and Carbohydrate 27
Table 1.5 Vitamin Index 28
Table 1.6 Mineral Index 28
Table 1.7 Optional Components Index 28
Table 1.8 Other Indexes 29
Table 1.9 Contaminant Limit (calculated based on powdery products) 29
Table 1.10 Mycotoxin Limit (based on powdery products) 29
Table 1.11 Microbial Limit 29
Table 1.12 Urease Activity Index 30
Table 1.13 Sensory Requirements 31
Table 1.14 Protein, Fat and Carbohydrate Indexes 32
Table 1.15 Vitamin Index 32
Table 1.16 Mineral Index 33
Table 1.17 Optional Components 33
Table 1.18 Other Indexes 33
Table 1.19 Mycotoxin Limit (based on powdery products) 34
Table 1.20 Microbial Limit 34
Table 1.21 Urease Activity Index 34
Table 1.22 Sensory Requirements 36
Table 1.23 Basic Nutrition Index 37
Table 1.24 Optional Nutrition Constituent Indexes 37
Table 1.25 Limit for Carbohydrate Addition 38
Table 1.26 Other Indexes 38
Table 1.27 Contaminant Limit 38
Table 1.28 Mycotoxin Limit 38
Table 1.29 Microbial Limit 38
Table 1.30 Urease Activity Index 39
Table 1.31 Comparison between Output of China's Major Dairy Products and Their Capacity Utilization, 2012 41
Table 2.1 China's Milk-based Raw Material Import, by Volume, 2010-2012 43
Table 2.2 China Import Origins of Whey Products, 2009-2012 47
Table 2.3 Import Prices (CIF) of Infant Formula Milk Powder from Different Origins, by Month, 2010-2013 55
Table 2.4 List of “Restriction Policy” of Foreign Infant Formula 56
Table 2.5, Price Difference of Foreign Milk Powder between China and Foreign Countries 57
Table 2.6 Main World-famous Original Infant Formula in China's Mainland Market 57
Table 3.1 Urban Market Capacity of Infant Milk Powder in China's Different Provinces and Regions, 2012 67
Table 3.2 Market Capacity of Babies 0-3 Years in Cities of Line I, Line II and Line III, 2012 68
Table 3.3 Comparison of Infant Formula Milk Powder Marketing Channel Composition of Some Famous Brand Enterprises, 2012 71
Table 3.4 Retail Terminal Market (online) Price Comparison of Domestic and Intl' Brands of Infant Formula Milk Powder Phase I, First half of 2013 77
Table 3.5 Retail Terminal Market (online) Price Comparison of Domestic and Intl' Brands of Infant Formula Milk Powder Phase II, First half of 2013 79
Table 3.6 Retail Terminal Market (online) Price Comparison of Domestic and Intl' Brands of Infant Formula Milk Powder Phase III, First half of 2013 82
Table 3.7 Retail Terminal Market Price online Comparison of Well-known Domestic and Intl' Brands of Infant Formula Rice Cereal Phase I, II and III, First half of 2013 86
Table 3.8 Infant Formula Milk Powder Consumption Level Per Capita of China's Urban and Rural Babies, 2003-2012 94
Table 4.1 Infant Formula Milk Powder Enterprises in the “Blacklist” of the Melamine Scandal in 2008 97
Table 4.2 Regional Distribution of Enterprises Regaining Infant Formula Milk Powder Production License, as of March 31, 2011 98
Table 4.3 Registration Reference on Yili Group 102
Table 4.4 Top 10 Leading Shareholders and Stock Distribution of Yili Group 102
Table 4.5 Total Profit of Yili, 1st Three Quarters of 2012 103
Table 4.6 Raw Milk Procurement Scale and Prices of Synutra Dairy, 2007-2011 104
Table 4.7 Main Product Series of Yili Group 105
Table 4.8 Output of Main Products of Yili Group, 2008-2011 105
Table 4.9 Registration Reference on Beingmate 109
Table 4.10 Total Number of Shareholders and Shareholdings of Top 10 Circulation Shareholders of Beingmate, by 2012 109
Table 4.11 Financial Situation of Beingmate, 2008-2012 111
Table 4.12 Production, Sales and Stocks of Main Products of Beingmate, 2011-2012 112
Table 4.13 Beingmate Infant/young Child Formula Milk Powder Related Production 113
Table 4.14 Registration materials of Dumex Baby Food Co. Ltd 115
Table 4.15 Product Output List of Dumex Baby Food Co. Ltd, 2007-2011 116
Tabel 4.16 Promotion of Technology and Products of Dumex in China 117
Table 4.17 Main Product Output of Mead Johnson?2008-2011 119
Table 4.18 Registration materials of Qingdao Shengyuan Dairy Co., Ltd 129
Table 4.19 Shareholders of Synutra Dairy Possessing more than Shares of 5%, 2012 129
Table 4.20 Financial Statement of Synutra Int'l, 2011-2012 130
Table 4.21 Financial Statement of Synutra Int'l, 2008-2012 130
Table 4.22 Raw Milk Procurement Scale and Prices of Synutra Dairy, 2007-2011 131
Table 4.23 Main Product List of Synutra Dairy 131
Table 4.24 Output of Main Products of Syrutra Dairy, 2005-2011 132
Table 4.25 Related Infant Formula Milk Powder Production Equipment List of Syrutra Dairy 133
Tabel 4.26 Process of Technology RandD and Popularization and Application of Synutra, 2001-2012 133
Table 4.27 Retail Price of Infant Formula Milk Powder Brands of Abbott in the first half of 2013 139
Tabel 4.28 Main Shareholders of Ausnutria Dairy (China), by the end of 2010 141
Table 4.29 Financial Situation of Ausnutria Dairy, 2006-2011 142
Table 4.30 Main Product List of Ausnutria Dairy 142
Table 4.31 Main Product Output List of Ausnutria Dairy, 2007-2011 143
Table 4.32 Output of Main Products of Nestle (China), 2010-2011 147
Table 6.1 Feeding of infants in different months 154
Table 6.2 Percentage of Interviewees Heard of the International Code of Marketing of Breast Milk Substitutes( short for “Code”) or the Administrative Methods on Sales of Breast Milk Substitutes (short for “Methods”) 155
Table 6.3 Percentage of Interviewees Understanding of the International Code of Marketing of Breast Milk Substitutes( short for “Code”) or the Administrative Methods on Sales of Breast Milk Substitutes (short for “Methods”) 155
Table 6.4 Use of Breast-milk Substitutes of infants in parturition and in hospital 156

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