Visited more than 100 maternal and child stores and found that goat milk powder is becoming more and more popular

Goat milk powder has become a standard category in maternal and infant stores, and most of them are key products

The author visited 6 stores in September Urban areas include Pidu District, Pengzhou, Dujiangyan, Meishan City, Renshou County, Pengshan and other places in Chengdu. It was found that different regions will show great differences due to differences in population base, newborn base, and consumption power, which are mainly reflected in the entry rate and turnover of maternal and infant stores. But what is similar is that in these areas, goat milk powder has shown a greater distribution rate and importance, especially in counties and towns.

For example, in Pidu District, among the top maternal and infant chains, chain A operates Newbez, Jabriate, and Ouenbai; chain B operates Biostime. Kebaishi, Kangweiduo; C chain operates Zhiguan Fuyang. Other small and medium-sized chains operate Blue River Sheep Milk, Beikangxi, Carlottani; Jiabriate, Beikangxiqibo; Beitjia, Beinxi, De Ruilanti, etc.

For example, in Pengzhou City, among the strong chains in the area, Chain A operates Kabrita; Chain B operates Blue River Sheep Milk, Biostime Cobes and Comvito goat milk powder; C chain operates Meikote Chunguan and Meiko Beibei. The remaining small and medium-sized chains operate Beikang Xiqibo, Blue River Spring Sheep, Blue River Spring Sheep, Betjia, Heshi Aobejia, Bei Enxi, etc.

For example, among the top maternal and infant chains in Dujiangyan, Chain A operates Kabrita and Newbase; Chain B operates Blue River Sheep Milk and Dora Lamb; C chain operates Biostime Cobbes, Convito goat milk powder, and Blue River Spring Sheep; D chain operates Beikangxi.

For example, in Meishan City, among the top chains, Chain A operates Beikangxi and Biostime Cobbes; Chain B operates Jiaxin Beite; C chain operates Dora Lamb and Blue River Sheep Milk; other small and medium-sized chains operate Ostar and New Benensu; Blue River Spring Sheep and Beinxi; Obigia Sheepzizi and Wei Aijia. , Yangyang Yibei, etc.

For example, among the top four chains in Renshou County, chain A operates Jiabriate, Santelamu, Kolamic, and Ke Nobel and Qinru 5 goat milk powders; Chain B operates Dora Lamb; Chain C operates Blue River Spring Sheep and Beenxi; Chain D operates Beikangxi and Kebeis; other small and medium-sized chains operate respectively Included are Blue River Sheep's Milk, Newbez; He's Aubega, Delilante, Beibo'er; Zhiguan Fuyang, Carlottani; Aiyonuo, Uniga, etc.

For example, in Pengshan District, among the top maternal and infant chains, Chain A sells Convito goat milk powder, Biostime Cobes, He's Sarnon, Jinlingguan Youzi Lamb, and Dumex; Chain B operates Beikangxi; Chain C operates Blue River Sheep Milk and Dora Lamb; Chain D operates Miliyuan, Wei Aijia, and Aiyou. Su;E chain operates He's Aubergine. Other small and medium-sized chains operate goat milk powders such as Kabriate and Weijia; Ostar, Carrotany, Kabriate, and Druilandi; Santramo and Meiyiyuan.

For example, in Tuanjie Town, Pidu District, chain A operates Younengjia, Yangyangyang Mimuyang, and Meiliyuan; chain B operates Chain operates Qinru, Ming Tianlai Muyang, and Carlotani; chain C operates Blue River sheep milk; chain D operates Kabrita and Blue River Spring Sheep; chain E operates Convito sheep milk powder; chain F operates It operates Deruilanti, Fuyangyang, Dora Lamb, Beikangxi, etc.

Among these areas, in terms of distribution rate, Kabrita, Blue River Sheep Milk and Blue River Spring Sheep, Goat milk powders such as Beacon Hee, He's Auberge, Carlottani, Dora Lamb, Biostime Cobes, Beenxi, Santramo, Convito, and Drilante are highly exposed. . Among the 90 registered goat milk powder brands, there are not many goat milk powder brands with certain brand power. This category is in a period of rapid development.

Therefore, upgrading the brand image on the market side and improving exposure and service capabilities on the channel side are still the key points for the development and growth of goat milk powder brands today.

Second, in the above-mentioned areas mentioned by the author, as long as maternal and infant stores operate goat milk powder, judging from the display, they are almost always operated as the main product, and Generally, the core products of maternal and infant stores are maintained at 4-5 types, among which goat milk powder plays an important role. But it is worth mentioning that although goat milk powder is currently the main product of most maternal and infant stores, goat milk powder is still in a super-strong structure today. More brands need to enter the first and second camps to focus their energy. , increasing sales is the key.

Third, most goat milk powder is moving up the channel, especially with the introduction of Kabrita, Blue River, Biostime Cobes, Carrotani, While the influence of goat milk powder brands such as Beikangxi is increasing, the upgrading of goat milk powder channels is also accelerating.

In addition to the strong performance of goat milk powder found in offline visits, the three ports of the goat milk powder industry, namely the industrial end, the brand end, and the channel end, have been continuously strengthened in recent years. We can see the confidence of goat milk powder to develop and grow.

Industrial side

Since its debut, goat milk powder has been introduced due to scarcity of resources. In interviews with milk powder circles last year, many Industry leaders mentioned that the ceiling of goat milk powder mainly lies in the integration and strengthening of upstream supply chain resources. In the past two years, goat milk powder brands have also been increasing their layout in this area.

Take Kabrita for example. It is reported that in the first half of this year, the Ausnutria board of directors approved an investment in a new base powder facility in the Netherlands worth approximately RMB 1.095 billion. The facility mainly Used to process goat milk and goat whey protein; for example, Beikangxi. In 2016, Yipin acquired the Spanish Euroserum factory. This year, the factory’s output of goat whey raw materials increased by more than 30% year-on-year. Mou, chairman of Yipin Dairy Group Shanbo revealed that the Spanish factory will continue to expand production in the future, and the next step is to increase the production of sheep whey to 20,000 tons; for example, Blue River, which relies on New Zealand milk sources, claims to have 70% of the world's sheep D90 desalted whey. Pink resources.

Dairy companies such as Shaanxi Heshi, for example, have been working hard to build a full industrial chain. According to data from the Shaanxi Provincial Department of Agriculture, there were 2.4 million dairy goats in Shaanxi Province in 2019, accounting for More than 40% of the country's total; goat milk production is 700,000 tons, accounting for more than 55% of the country's total. This is also the natural advantage of Shaanxi dairy companies.

Brand side

As more and more dairy companies have launched goat milk powder in recent years, so far, Dairy companies such as Yili, Shengyuan, Ausnutria, Wyeth, Danone, and Jianhe all have goat milk powder products. Only the goat milk powder products of medium and large dairy companies such as Feihe, Junlebao, FrieslandCampina, Mead Johnson, and Abbott are still available. lack.

In addition, today’s goat milk powder industry already has a number of products with certain brand power. While Kabrita is about to hit the 3 billion yuan mark, Blue River The distribution rate of brands such as , Beikangxi, Carlotani, Biostime Cobis, Santramo, and Heshi in the channel is increasing day by day, showing great momentum.

Channel side

In recent years, brand concentration has increased rapidly. On the one hand, the distribution rate of commodity brands has increased day by day. On the other hand, channel profits are becoming increasingly thin. Under this situation, both medium and large chains and small systems are cultivating their own core brands to better balance profits. However, judging from channel feedback, it is actually difficult for channels today to find a product that has a certain brand power, a certain profit, and can be produced in large quantities. Compared with conventional milk powder, which has a relatively mature market, goat milk powder, which is in a period of rapid development, still has certain differentiated advantages in the sales process. This is one of the reasons why we found during our visit that most maternal and infant stores operate goat milk powder as their key product.

All in all, today’s goat milk powder category’s upstream industrial chain is gradually improving, and brands have stepped up their efforts, and products with certain brand power have quickly stood out, with the strong support of maternal and infant channels. Promotion and increasing consumer education have laid the foundation for the goat milk powder category to expand.