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市場調查報告書

嬰兒用輔助食品的中國市場

Baby Supplementary Food - China - September 2015

出版商 Mintel China 商品編碼 341593
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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嬰兒用輔助食品的中國市場 Baby Supplementary Food - China - September 2015
出版日期: 2015年09月30日 內容資訊: 英文
簡介

強調天然純粹的成分,活用有機成分的優勢,以及高度便利的輔助性用餐機會的增加,都是促進中國嬰兒用輔助食品利用的方法。國際性產品及對嬰兒健康的知識認知度提升,都是促進嬰兒用輔助產品順利成長的主要要素。國際性市場的創新趨勢顯示出在中國動向方面的不同狀況。多元維他命促成的許多機能之健康優勢在中國獲得高度評價。鄉這也密切反映出西洋嬰兒食品市場上極簡產品(最低限度所需)的想法,新產品開發上開始重視不含某特定成分的產品及更重視天然成分。

本報告提供中國的嬰兒用輔助食品市場相關調查分析,提供您市場課題及考察,市場規模·預測,市場分類,市場佔有率,主要製造商品牌驗證,再加上各種消費者趨勢相關分析。

第1章 簡介

  • 本報告所闡明的問題點
  • 定義
  • 調查手法
  • 簡稱

第2章 摘要整理

第3章 課題與考察

  • 從多功能優點到單純的天然性
  • 嬰兒用零食活用有機成分的力量
  • 嬰兒用飲料及好吃的肉或魚再度讓用餐活性化
  • 刺激支援居家自煮過程的創新

第4章 市場規模·預測

  • 重要點
  • 關係到中國嬰兒用輔助食品消費的新境界之可能性
  • 利基進口品牌的崛起:多樣化仍有空間
  • 潛在的阻礙因素
  • 未來的成長
  • 市場預測手法

第5章 市場分類

  • 重要點
  • 嬰兒用麥片穀類為主流

第6章 市場佔有率

  • 重要點
  • 利基品牌的成長

第7章 誰在推動創新

  • 重要點
  • 嬰兒用麥片穀類在中國居首的同時,全球嬰兒用果實產品,甜品及優格也正在成長
  • 中國的嬰兒用食品·飲料市場
  • 宣傳標語:中國VS國際性趨勢

第8章 主要製造商和品牌

  • Nestle S.A.
  • Heinz
  • Beingmate
  • Eastwes

第9章 消費者趨勢 - 包裝及自製嬰兒用輔助食品的利用

第10章 消費者趨勢 - 對嬰兒用輔助食品的態度

第11章 消費者趨勢 - 給予各種嬰兒用輔助食品/飲料的頻率

第12章 消費者趨勢 - 不給予嬰兒用輔助食品/飲料的理由

第13章 支援分析 - 各種種類的嬰兒用輔助食品/飲料的認識

第14章 消費者趨勢 - 嬰兒用輔助食品品牌的利用

目錄

Emphasising naturalness and purity, harnessing the benefit of organic ingredients, and expanding more eating occasions with convenient and complementary nature are all possible ways to boost the usage of baby supplement food in China. “ - Esther Lau, Research Analyst

This report looks at the folloiwng areas:

  • From multi-functional benefits to simple naturalness
  • Harness the power of organic ingredients for baby snacks
  • Re-energise baby drinks and savoury meat or fish meals
  • Assist homemade cooking process to spark innovation

Rising awareness of international products and knowledge about baby wellbeing are the main drivers of stable growth of baby supplementary products. International markets indicate different innovation trends compared to China.

Multi-functional health benefits with a wide range of vitamins are highly valued in China. The idea of minimalist products has closely mirrored the Western baby food market, where free-from and natural elements are more significant in new product development.

Table of Contents

Introduction

  • In this report we answer the key questions:
  • Definition
  • Methodology
  • Abbreviations

Executive Summary

  • Figure 1: Total China retail value sales of baby supplementary food, 2010-20
  • Companies, brands and innovation
  • The growth of niche brands
    • Figure 2: Leading companies' market shares in the China retail baby supplementary food market, by value, 2013-14
  • The overall baby food and drinks innovation in China
  • The consumer
  • Mothers aged 35-39 tend to use baby supplementary food for older infants
    • Figure 3: The ideal age range to start feeding packaged baby supplementary food to babies, May 2015
  • Lower income is the main factor to encourage homemade baby food
    • Figure 4: Usage of packaged and homemade baby supplementary food in the last three months, May 2015
  • Brand switching behaviour is strongly correlated with babies' age
    • Figure 5: Attitudes towards baby supplementary food, May 2015
  • Packaged cereal or congee is appealing to affluent mothers
    • Figure 6: The frequency of feeding different types of packaged baby supplementary food and drinks to babies in the last three months, May 2015
  • Food safety is the major resistance
    • Figure 7: Reasons for not feeding packaged baby supplementary food and drinks to babies, May 2015
  • Baby cereal and noodle: mix and match with infant milk formula
    • Figure 8: Correspondence Analysis - Baby supplementary food, May 2015
    • Figure 9: Baby supplementary food brands purchased in the last three months, May 2015
  • Key Issues
  • Difference between younger and older mothers
  • What we think

Issues and Insights

  • From multi-functional benefits to simple naturalness
  • The facts
  • The implications
  • Harness the power of organic ingredients for baby snacks
  • The facts
  • The implications
  • Re-energise baby drinks and savoury meat or fish meals The facts
  • The implications
  • Assist homemade cooking process to spark innovation
  • The facts
  • The implications

Market Size and Forecast

  • Key points
  • Connecting with China's unreached potential in baby supplementary food consumption
    • Figure 10: Total China retail value and volume sales of baby food and drinks, 2013-14
    • Figure 11: Retail market spend per capita on baby supplementary food, by country, 2014
  • The rise of niche imported brands: room for diversification
  • Possible barriers
  • Future growth
    • Figure 12: Total China retail value sales of baby supplementary food, 2010-20
    • Figure 13: Total China retail volume of baby supplementary food, 2010-20
  • Forecast methodology

Market Segmentation

  • Key points
  • Baby cereals dominates
    • Figure 14: Segment performance of baby supplementary food market in China, by value, 2013-14
    • Figure 15: Retail value sales and volume of ice cream, by segment, China, 2014

Market Share

  • Key points
  • The growth of niche brands
    • Figure 16: Leading companies' market shares in the China retail baby supplementary food market, by value, 2013-14

Who's Innovating?

  • Key points
  • Baby cereals tops China's NPD while baby fruit products, dessert and yogurts is getting more traction globally
    • Figure 17: Top 10 Share of new product launches within the global baby food, drink and milk market, by segment, August 2014-August 2015
    • Figure 18: Share of new product launches within the China and the global baby food, drink and milk markets, by segment, August 2014-August 2015
  • The overall baby food and drinks market in China
    • Figure 19: Share of new product launches within the China baby food, drink and milk market, by segment, 2009-14
    • Figure 20: Nutritious Beef and Vegetable Noodles launched by Heinz Jin Zhuang Zhi Duo Duo in China, May 2015, Fruit and Vegetable
  • Farfalle launched by Fang Guang in China, April 2015
    • Figure 21: Fruit and Vegetable Flavoured Teething Rusk launched by Our Joy Kungfu Panda in China, August 2015, Fruits and
  • Vegetables Flavoured Nutritious Teething Rusk Biscuits launched by Fang Guang in China, April 2015
  • Claims: China vs international trends
    • Figure 22: Share of new product launches within the different international baby food, drink and milk markets, by claims, August 2014-Agtust 2015
    • Figure 23: Share of new product launches within the China baby food, drink and milk market, by claims, August 2014-August 2015
  • Reduced fat and sugar innovation to replace juice - coconut milk/water, baby water
    • Figure 24: Share of new product launches within the international baby food, drink and milk market, by claims, Aug 2014 - Aug 2015
    • Figure 25: Coconut Water Electrolyte Drink with Banana+Ginger launched by Ella's Kitchen in the USA, September 2014, Coconut Milk
  • Nutritional Shake with Banana, Apricot and Raisin launched by Ella's Kitchen in the USA, September 2014

Companies and Brands

  • Nestle S.A.
  • Heinz
  • Beingmate
  • Eastwes

The Consumer .Usage of Packaged and Homemade Baby Supplementary Food

  • Key points
  • Mothers aged 35-39 tend to use baby supplementary food for older infants
    • Figure 26: The ideal age range to start feeding packaged baby supplementary food to babies, May 2015
    • Figure 27: The ideal age range to start feeding packaged baby supplementary food to babies, by age, May 2015
  • Lower income is the main factor to encourage homemade baby food
    • Figure 28: Usage of packaged and homemade baby supplementary food in the last three months, May 2015
    • Figure 29: Usage of packaged and homemade baby supplementary food in the last three months, by age, monthly personal incomes and city tier, May 2015
    • Figure 30: Greek Style Strawberry and Banana Yogurt Powder launched by BeBecook in South Korea, July 2015, Quick Freeze-Dried Sweet Pumpkin launched by Pasteur 100% Wonmul Geudaero in South Korea, May 2015

The Consumer - Attitudes towards Baby Supplementary Food

  • Key points
    • Figure 31: Attitudes towards baby supplementary food, May 2015
  • Brand switching behaviour are strongly correlated with babies' age
    • Figure 32: Attitudes towards baby supplementary food, by age and age of youngest child, May 2015
  • The rise of Haitao: favouring 100% imported products
    • Figure 33: Attitudes towards baby supplementary food, by age, monthly household income and city tier, May 2015
    • Figure 34: Mother and baby products bought by consumers in the past 12 months, May 2015
    • Figure 35: Mother and baby products bought by consumers in the past 12 months, by demographics, May 2015
  • Scope to boost the appeal of baby supplementary food by harnessing organic ingredients
    • Figure 36: Attitudes towards baby supplementary food, by age and monthly household income, May 2015
    • Figure 37: Share of new product launches within the international baby food, drink and milk market, by claims, August 2014-August 2015
    • Figure 38: Share of new product launches within baby supplementary food market in China, by organic claims, August 2014-August 2015
    • Figure 39: Elements that associate with different types of packaged baby supplementary food and drinks, by monthly household incomes, May 2015
    • Figure 40: Strawberry flavoured Wheel-Shaped Puffs launched by Babypower Polyson in China, April 2015, Onion and Seaweed flavoured Millet Stick launched by Babypower Polyson in China, April 2015
    • Figure 41: Banana, Mango, Pineapple Organic Fruit Snacks launched by NurturMe Yum-a-Roo's in the USA, January 2015, Organic Apple Cereal Bars launched by O Organics in the USA, October 2014,
    • Figure 42: Organic Banana Flavoured Biscotti launched by Baby Cuisine in the UK, February 2015
  • Tailor-made products for Chinese babies give competitive edge for domestic manufacturers
    • Figure 43: Attitudes towards baby supplementary food, by monthly personal incomes and city tier, May 2015
    • Figure 44: Yam & Nuts Cereal Powder launched by E-Health in China, July 2015, Chinese Yam and Barley Nutritious Rice Cereal Stage 1 m launched by Mate Best in China, July 2015
  • The trend of specification rather than multifunctional
    • Figure 45: Attitudes towards baby supplementary food, by age, monthly household income and age of youngest child, May 2015
    • Figure 46: Share of new product launches within the China baby supplementary food market, by claims and sub-categories, 2014
    • Figure 47: Intense Protection Nutritious Cereal with Prebiotic, Banana, Apple, Tomato and Pumpkin (stage 2) launched by Ying Ji Li Baby Rice Flour in China, June 2015, Golden Pack Spinach Nutritious Rice Cereal Launched by Nestle Protect Plus in China, November

The Consumer - Frequency of Feeding Different types of Packaged Baby Supplementary Food/Drinks

  • Key points
  • Packaged cereal or congee is appealing to affluent mothers
    • Figure 48: The frequency of feeding different types of packaged baby supplementary food and drinks to your baby in the last three months, May 2015
    • Figure 49: The frequency of feeding different types of packaged baby supplementary food and drinks to your baby in the last three months, by age, monthly household income and number of children. May 2015
  • Meat and fish inspired baby food are less popular
    • Figure 50: The frequency of feeding different types of packaged baby supplementary food and drinks to babies in the last three months, by age, monthly household income and number of children. May 2015
    • Figure 51: Nutritious Beef Floss launched by Taizhiwei in China, August 2015
    • Figure 52: Tune & Vegetable Rice Seasoning launched by Dongwon in South Korea, August 2015
    • Figure 53: Shepherd's Pie with Lamb & Aromatic Spices launched by For Aisha in the UK, August 2015, Spaghetti Bolognese & Beef
  • Baby Meal launched by Jumbo in Netherlands, November 2014
  • Baby health supplements popular among those who wish to feed their babies under 4 months old
    • Figure 54: The frequency of feeding different types of packaged baby supplementary food and drinks to babies in the last three months, by age and monthly personal income. May 2015
    • Figure 55: Baby DHA Liquid Dietary Supplement launched by The Honest Co. in the USA, August 2015, Colostrum for Kid's Height Development launched by G&P, Mama Sua Non Growth in Vietnam, January 2014
  • Repertoire analysis - 22% of mothers aged 25-29 bought 8 or more types of packaged baby food
    • Figure 56: Number of packaged baby supplementary food and drinks used in the last 3 months, May 2015
    • Figure 57: Number of packaged baby supplementary food and drinks used in the last 3 months, by age, monthly household and city, May 2015

The Consumer - Reasons for Not Feeding Packaged Baby Supplementary Food/Drinks

  • Key points
  • Food safety is the major resistance
    • Figure 58: Reasons for not feeding packaged baby supplementary food and drinks to babies, May 2015
    • Figure 59: Reasons of not feeding packaged baby supplementary food and drinks to babies, by age, May 2015
  • Knowledge of homemade baby food and packaged baby food
    • Figure 60: Reasons of not feeding packaged baby supplementary food and drinks to babies, by age, May 2015
    • Figure 61: Mixed Chinese Rice Lunch Set launched by Wakodo Baby Food Big Size No Eiyo Marche in Japan, October 2014, Salmon & Spinach Porridge Meal Set launched by Wakodo Eiyo Marche in Japan, April 2015
  • Minimise the package size to keep freshness
    • Figure 62: Reasons for not feeding packaged baby supplementary food and drinks to babies, by age and tier, May 2015
    • Figure 63: Share of new product launches within the international baby supplementary food market, by claims, 2014
    • Figure 64: Egg & Vegetables Stir Fry launched by Kewpie Smile Cup in Japan, June 2015, Apple & Raspberry Juice with Fruit Tea and Dragon Fruit launched by Babydream Minis Bio Durstloscher in Germany, September 2014

Correspondence Analysis - Perception of Different Types of Packaged Baby Supplementary Food/Drinks

  • Key points
  • Methodology
  • Correspondence analysis is a statistical visualisation method for picturing the associations between rows (image, attitudes) and columns (brands, products, segments, etc.) of a two-way contingency table. It is generally used to display information in a complex crosstab (eg attitudes related to a certain product or images consumers associate with a brand) in a joint space that is easy to understand by simply interpreting proximities. The significance of the relationship between a brand or product for instance and its associated image is measured using the Chi-square test. If two objects have similar response patterns regarding their perceived images/attitudes, they are assigned similar scores on underlying dimensions and will then be displayed close to each other in the perceptual map
  • Baby cereal and noodles: mix and match with infant milk formula
    • Figure 65: Correspondence Analysis - Baby supplementary food, May 2015
    • Figure 66: Pork Liver and Jujube Flavoured Nutritional Noodle launched by Heinz Jin Zhuang Zhi Duo Duo in China, April 2015, AD Calcium, Iron and Zinc Nutrition Millet Powder launched by Ying Ji Li in China, June 2015
    • Figure 67: Organic Baby Rice launched by Aptami in the UK, December 2014, Plain Instant Cereal launch by Laboratoires Picot Mes 1eres Cereales in France, September 2014
  • Fruit and vegetable puree perceived to be the healthiest baby food
    • Figure 68: Elements that associate with different types of packaged baby supplementary food and drinks, by monthly household incomes, May 2015
    • Figure 69: Nutritious Vegetable and Fruit Meal Set Stage Two launched by Heinz in China, March 2015, Apple & Carrot Puree launched by Kinella in Germany, June 2015
  • Expanding usage for fruit/vegetable and juice: blurring with baby water
    • Figure 70: Mineral Natural Water for Baby launched by Sierra Cazorla in China, August 2015, Natural Drinking Water launched by Nongfu Spring in China, May 2015
    • Figure 71: Orange, Mango & Carrot Spring Water launched by Heinz Fruit and Veg! in the UK, July 2015, Water with a Hint of Apple launched by Boots Baby in the UK, July 2015

The Consumer - Usage of Baby Supplementary Food Brands

  • Key points
  • Domestic brands are leading
    • Figure 72: Baby supplementary food brands you have purchased in the last three months, May 2015
    • Figure 73: Baby supplementary food brands you have purchased in the last three months, by age and monthly personal income, May 2015
    • Figure 74: Nutritious Formula Cereal Stage 1 launched by Nestle Protect Plus in China, July 2015, Pork Liver and Goji Berry Noodle Granules in Golden Pack launched by Heinz in China, November 2014
    • Figure 75: Share of new product launches within the China baby food, drink and milk market, by top 10 companies, August 2014-August 2015
  • Switching between domestic and international brands
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