年度盘点|高端化与政策红利加持 2025奶粉市场逆势回暖

Core Insights - The Chinese infant formula market in 2025 is characterized by a dual landscape of challenges and opportunities, with declining birth rates and intense competition on one side, and a recovery in performance for several leading dairy companies on the other [1] - The recovery in the infant formula sector is attributed to strategic adjustments by companies, product innovation, and supportive government policies, leading to a structural rebound after a period of deep adjustment [1] Company Performance - Major dairy companies like Yili, Ausnutria, and Beingmate have reported revenue and profit growth in the infant formula segment, reversing previous trends of slowing growth [2] - Yili's revenue from dairy products grew by 14.26% year-on-year, with infant formula retail sales achieving double-digit growth and a market share of 18.1%, making it the market leader in China [2] - Ausnutria's revenue reached 3.887 billion yuan, a 5.6% increase year-on-year, with net profit rising by 24.1% [2] - The performance of foreign brands like Danone and a2 Milk also showed positive growth, although some domestic brands faced challenges [3] Market Dynamics - The infant formula market is expected to see a retail market growth rate of around 5% in 2025, driven by a rebound in birth rates and supportive policies [3] - The shift in consumer preferences towards high-end products is evident, with the proportion of consumers purchasing formula priced above 300 yuan increasing from 21% to 26% [3] Strategic Adjustments - Companies are shifting focus from market share expansion to value creation, emphasizing product innovation and quality enhancement in response to a saturated market [4] - The competition has moved towards high-end and differentiated products, with companies like Ausnutria and Yili investing in specialized formulas and research [4] Market Expansion - The low-tier cities and rural markets are becoming significant growth areas, with increased acceptance of high-end infant formula products [5] - Companies are accelerating their channel penetration into these markets, with initiatives like Yili's "township station" plan and Mengniu's focus on maternal and infant stores [5] Policy Impact - Recent government policies, including a cash subsidy for families with infants and free preschool education, are expected to stimulate demand in the infant formula market [6] - The implementation of these policies is projected to release approximately 32.4 billion yuan annually for infant care, with a significant portion likely directed towards formula purchases [6] Future Trends - The industry is expected to transition from cyclical recovery to structural growth, with companies needing to develop diversified growth strategies [8] - Product innovation is anticipated to focus on specialized nutritional needs, with segments like adult nutrition and special formulas for children gaining traction [9] - Digital transformation and consumer engagement are becoming critical competitive advantages as younger parents increasingly prefer online research and purchasing [9] - The industry may see accelerated consolidation, with leading companies likely to expand their market share through mergers and acquisitions [9]