Bayer(US:BAYRY) Bei Jing Shang Bao·2025-10-13 10:00Core Viewpoint - Elevit, a leading brand in the prenatal folic acid market, is attempting to extend its brand trust built during pregnancy into the children's health sector by launching an eye care product for children aged 3 and above, entering the lutein market [1]. Company Summary - Elevit has introduced a children's eye care product priced at 269 yuan for a box of 32 pieces, which is significantly higher than most competitors [1][13]. - The product currently ranks 23rd on JD's "Hot Selling Baby Lutein" list, indicating a substantial gap in sales compared to leading brands [1][10]. - Elevit has also promoted liquid calcium for infants and young children since last year, marking its transition from a prenatal nutrition brand to a new entrant in the children's market [1][8]. Product Characteristics - The children's eye care product emphasizes three main features: sugar-free, innovative Lifechews® formulation that enhances absorption efficiency, and scientifically formulated lutein [8]. - The product is marketed as a dietary supplement rather than a medicine or health product, as it has not received the "blue hat" certification [7][8]. Market Position and Challenges - Elevit benefits from established brand trust in prenatal nutrition, which could facilitate its entry into the children's market [9]. - However, the brand faces challenges in converting its prenatal advantages into competitiveness in the children's sector, especially against brands like inne and LittleUmbrella that specialize in children's nutrition [9][10]. - The current product line is limited, lacking a comprehensive range to meet parents' one-stop shopping needs, which is a significant disadvantage compared to competitors [9][10]. Market Context - The children's nutrition market is in a growth phase, with global market size expected to increase from $110.99 billion in 2019 to $136.38 billion in 2024 [10]. - Lutein has seen significant growth, with a 20% year-on-year increase in sales volume on major e-commerce platforms in Q1 2024 [10]. Pricing Strategy - Elevit's eye care product is positioned as a premium offering, with a per-unit price of approximately 8.41 yuan, which is notably higher than competitors [13]. - The product claims to enhance absorption through its patented formulation, but consumer understanding of such technical claims may be limited [13].