Chan Ye Xin Xi Wang·2025-06-09 02:09Overview - The demand for children's milk products in China is significantly increasing due to rising income levels and a focus on nutrition, safety, and quality. In 2024, the demand for children's milk is projected to reach 16.5 billion bottles (125ML each), with a market size of 39.89 billion yuan and an average price of approximately 2.4 yuan per bottle [1][11]. Market Policies - A series of policies have been implemented to support the dairy industry in China, including the "14th Five-Year Plan" for enhancing dairy competitiveness and various initiatives aimed at rural revitalization and high-quality development of the dairy sector. These policies create a favorable environment for the growth of the children's milk industry [4][6]. Industry Chain - The children's milk industry consists of upstream components such as milk sources (dairy cattle and sheep farming), auxiliary materials (sugar, fruit, grains), production equipment, and packaging materials. Downstream, it includes sales channels like supermarkets, convenience stores, and e-commerce platforms, with parents as the primary decision-makers for purchasing [7]. Consumer Demographics - The primary consumers of children's milk are children aged 0-14 and their parents. As of the end of 2024, the population of children aged 0-15 in China is approximately 239.99 million. Despite a recent decline in this demographic, the large base presents significant market potential. The evolving parenting styles of younger generations are leading to a more scientific and detailed approach to nutrition, driving demand for specialized children's milk products [9]. Competitive Landscape - The children's milk market in China is highly competitive, featuring both domestic brands like Yili, Mengniu, and various imported brands. Domestic brands dominate over 90% of the market share, leveraging their understanding of local consumer preferences and a diverse product range [13][16]. Key Players - Yili Group: Engaged in the processing and sales of various dairy products, Yili has a strong product lineup and reported a total revenue of 115.8 billion yuan in 2024, with a gross profit of 39.09 billion yuan and a gross margin of 33.88% [16]. - Mengniu Dairy: A leading player in the dairy industry, Mengniu reported a total revenue of 88.67 billion yuan in 2024, with a gross profit of 35.09 billion yuan and a gross margin of 39.57% [18]. Development Trends - The children's milk sector is expected to see a rise in high-end and functional products that cater to specific nutritional needs, such as those supporting cognitive development and immune health. Companies may utilize big data to create customized products based on children's individual characteristics, enhancing personalized nutrition solutions for parents [20].