2024年中国儿童牛奶市场洞察：成长的力量，解析中国儿童牛奶消费趋势

Industry Overview - Children's milk is specifically designed and produced for children, with adjustments made to meet their nutritional needs and digestive characteristics [5][24] - The development of children's milk has evolved from its initial stages to brand consolidation, focusing on high-quality milk sources, professional formulations, and safety [27] - The market size of children's milk in China has shown an upward trend, reaching 356.9 billion yuan in 2022, with a projected annual compound growth rate of 5.6% [23][29] Market Size and Growth - The children's milk market in China grew from 30 billion yuan in 2019 to 37.2 billion yuan in 2023, with an expected CAGR of 5.6%, reaching 46.96 billion yuan by 2027 [7][29] - The overall milk market in China grew from 2,170 billion yuan in 2019 to 2,810 billion yuan in 2023, with a projected CAGR of 4.9%, reaching 3,320 billion yuan by 2027 [30][31] Industry Chain Analysis - The upstream of the children's milk industry includes raw material suppliers such as forage, feed, raw milk, and dairy cows, while the midstream involves production and packaging manufacturers [33][34] - The downstream includes distribution channels and end consumers, with supermarkets, hypermarkets, and online e-commerce platforms being the main sales channels [37][38] - The competitive landscape is dominated by leading companies like Yili, Mengniu, and Want Want, which hold significant market shares [35][36] Consumer Behavior and Preferences - Female consumers, particularly mothers, play a key role in purchasing children's milk, with the 26-35 age group showing higher online purchasing intensity [7][38] - Parents prioritize nutritional content, cost-effectiveness, safety, brand reputation, and variety when choosing children's milk, with some divergence in attitudes towards formulated milk [39][40] - Children's milk consumption frequency is high, with 37% of children drinking milk twice a day, reflecting the importance of milk in children's diets [42][43] Industry Trends and Drivers - The industry is driven by government policies promoting dairy development, the rise of O2O purchasing models, and increasing consumer health awareness [49][51] - Constraints include insufficient public education on dairy nutrition, rising milk prices, and limited consumer understanding of dairy nutrition [53][54] - Trends include product premiumization, functional upgrades such as high protein and calcium content, and the development of customized products for different age groups and needs [55][56] Key Companies - Yili, founded in 1956, is a major player in the dairy industry with a wide range of products including liquid milk,奶粉, yogurt, and cheese [57] - Mengniu, established in 1999, owns popular brands like Telunsu, Chunzhen, and Guanyi, and has a strong market presence [57] - Want Want, with over 100 factories in mainland China, has a global presence and is a well-known Taiwanese enterprise [57] - Australia's Own adheres to the brand philosophy of minimal processing and natural taste, using 100% Australian raw milk and adding essential nutrients for children aged 3-12 [57]