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Baby Supplementary Food - China - September 2015

Baby Supplementary Food - China - September 2015

“Emphasising naturalness and purity, harnessing the benefit of organic ingredients, and expanding more eating occasions with convenient and complementary nature are all possible ways to boost the usage of baby supplement food in China. “

Esther Lau, Research Analyst

This report looks at the folloiwng areas:

From multi-functional benefits to simple naturalness
Harness the power of organic ingredients for baby snacks
Re-energise baby drinks and savoury meat or fish meals
Assist homemade cooking process to spark innovation


INTRODUCTION
In this report we answer the key questions:
Definition
Methodology
Abbreviations
EXECUTIVE SUMMARY
Figure 1: Total China retail value sales of baby supplementary food, 2010-20
Companies, brands and innovation
The growth of niche brands
Figure 2: Leading companies’ market shares in the China retail baby supplementary food market, by value, 2013-14
The overall baby food and drinks innovation in China
The consumer
Mothers aged 35-39 tend to use baby supplementary food for older infants
Figure 3: The ideal age range to start feeding packaged baby supplementary food to babies, May 2015
Lower income is the main factor to encourage homemade baby food
Figure 4: Usage of packaged and homemade baby supplementary food in the last three months, May 2015
Brand switching behaviour is strongly correlated with babies’ age
Figure 5: Attitudes towards baby supplementary food, May 2015
Packaged cereal or congee is appealing to affluent mothers
Figure 6: The frequency of feeding different types of packaged baby supplementary food and drinks to babies in the last three months, May 2015
Food safety is the major resistance
Figure 7: Reasons for not feeding packaged baby supplementary food and drinks to babies, May 2015
Baby cereal and noodle: mix and match with infant milk formula
Figure 8: Correspondence Analysis – Baby supplementary food, May 2015
Figure 9: Baby supplementary food brands purchased in the last three months, May 2015
Key Issues
Difference between younger and older mothers
What we think
ISSUES AND INSIGHTS
From multi-functional benefits to simple naturalness
The facts
The implications
Harness the power of organic ingredients for baby snacks
The facts
The implications
Re-energise baby drinks and savoury meat or fish meals
The facts
The implications
Assist homemade cooking process to spark innovation
The facts
The implications
MARKET SIZE AND FORECAST
Key points
Connecting with China’s unreached potential in baby supplementary food consumption
Figure 10: Total China retail value and volume sales of baby food and drinks, 2013-14
Figure 11: Retail market spend per capita on baby supplementary food, by country, 2014
The rise of niche imported brands: room for diversification
Possible barriers
Future growth
Figure 12: Total China retail value sales of baby supplementary food, 2010-20
Figure 13: Total China retail volume of baby supplementary food, 2010-20
Forecast methodology
MARKET SEGMENTATION
Key points
Baby cereals dominates
Figure 14: Segment performance of baby supplementary food market in China, by value, 2013-14
Figure 15: Retail value sales and volume of ice cream, by segment, China, 2014
MARKET SHARE
Key points
The growth of niche brands
Figure 16: Leading companies’ market shares in the China retail baby supplementary food market, by value, 2013-14
WHO’S INNOVATING?
Key points
Baby cereals tops China’s NPD while baby fruit products, dessert and yogurts is getting more traction globally
Figure 17: Top 10 Share of new product launches within the global baby food, drink and milk market, by segment, August 2014-August 2015
Figure 18: Share of new product launches within the China and the global baby food, drink and milk markets, by segment, August 2014-August 2015
The overall baby food and drinks market in China
Figure 19: Share of new product launches within the China baby food, drink and milk market, by segment, 2009-14
Figure 20: Nutritious Beef and Vegetable Noodles launched by Heinz Jin Zhuang Zhi Duo Duo in China, May 2015, Fruit and Vegetable Farfalle launched by Fang Guang in China, April 2015
Figure 21: Fruit and Vegetable Flavoured Teething Rusk launched by Our Joy Kungfu Panda in China, August 2015, Fruits and Vegetables Flavoured Nutritious Teething Rusk Biscuits launched by Fang Guang in China, April 2015
Claims: China vs international trends
Figure 22: Share of new product launches within the different international baby food, drink and milk markets, by claims, August 2014-Agtust 2015
Figure 23: Share of new product launches within the China baby food, drink and milk market, by claims, August 2014-August 2015
Reduced fat and sugar innovation to replace juice – coconut milk/water, baby water
Figure 24: Share of new product launches within the international baby food, drink and milk market, by claims, Aug 2014 – Aug 2015
Figure 25: Coconut Water Electrolyte Drink with Banana+Ginger launched by Ella’s Kitchen in the USA, September 2014, Coconut Milk Nutritional Shake with Banana, Apricot and Raisin launched by Ella’s Kitchen in the USA, September 2014
COMPANIES AND BRANDS
Nestlé S.A.
Heinz
Beingmate
Eastwes
THE CONSUMER –USAGE OF PACKAGED AND HOMEMADE BABY SUPPLEMENTARY FOOD
Key points
Mothers aged 35-39 tend to use baby supplementary food for older infants
Figure 26: The ideal age range to start feeding packaged baby supplementary food to babies, May 2015
Figure 27: The ideal age range to start feeding packaged baby supplementary food to babies, by age, May 2015
Lower income is the main factor to encourage homemade baby food
Figure 28: Usage of packaged and homemade baby supplementary food in the last three months, May 2015 43
Figure 29: Usage of packaged and homemade baby supplementary food in the last three months, by age, monthly personal incomes and city tier, May 2015
Figure 30: Greek Style Strawberry and Banana Yogurt Powder launched by BeBecook in South Korea, July 2015, Quick Freeze-Dried Sweet Pumpkin launched by Pasteur 100% Wonmul Geudaero in South Korea, May 2015
THE CONSUMER – ATTITUDES TOWARDS BABY SUPPLEMENTARY FOOD
Key points
Figure 31: Attitudes towards baby supplementary food, May 2015
Brand switching behaviour are strongly correlated with babies’ age
Figure 32: Attitudes towards baby supplementary food, by age and age of youngest child, May 2015
The rise of Haitao: favouring 100% imported products
Figure 33: Attitudes towards baby supplementary food, by age, monthly household income and city tier, May 2015
Figure 34: Mother and baby products bought by consumers in the past 12 months, May 2015
Figure 35: Mother and baby products bought by consumers in the past 12 months, by demographics, May 2015
Scope to boost the appeal of baby supplementary food by harnessing organic ingredients
Figure 36: Attitudes towards baby supplementary food, by age and monthly household income, May 2015
Figure 37: Share of new product launches within the international baby food, drink and milk market, by claims, August 2014-August 2015
Figure 38: Share of new product launches within baby supplementary food market in China, by organic claims, August 2014-August 2015
Figure 39: Elements that associate with different types of packaged baby supplementary food and drinks, by monthly household incomes, May 2015
Figure 41: Banana, Mango, Pineapple Organic Fruit Snacks launched by NurturMe Yum-a-Roo’s in the USA, January 2015, Organic Apple Cereal Bars launched by O Organics in the USA, October 2014,
Figure 42: Organic Banana Flavoured Biscotti launched by Baby Cuisine in the UK, February 2015
Tailor-made products for Chinese babies give competitive edge for domestic manufacturers
Figure 43: Attitudes towards baby supplementary food, by monthly personal incomes and city tier, May 2015 56
Figure 44: Yam & Nuts Cereal Powder launched by E-Health in China, July 2015, Chinese Yam and Barley Nutritious Rice Cereal Stage 1 m launched by Mate Best in China, July 2015
The trend of specification rather than multifunctional
Figure 45: Attitudes towards baby supplementary food, by age, monthly household income and age of youngest child, May 2015
Figure 46: Share of new product launches within the China baby supplementary food market, by claims and sub-categories, 2014
Figure 47: Intense Protection Nutritious Cereal with Prebiotic, Banana, Apple, Tomato and Pumpkin (stage 2) launched by Ying Ji Li Baby Rice Flour in China, June 2015, Golden Pack Spinach Nutritious Rice Cereal Launched by Nestlé Protect Plus in China, November 2014
THE CONSUMER – FREQUENCY OF FEEDING DIFFERENT TYPES OF PACKAGED BABY SUPPLEMENTARY FOOD/DRINKS
Key points
Packaged cereal or congee is appealing to affluent mothers
Figure 48: The frequency of feeding different types of packaged baby supplementary food and drinks to your baby in the last three months, May 2015
Figure 49: The frequency of feeding different types of packaged baby supplementary food and drinks to your baby in the last three months, by age, monthly household income and number of children. May 2015
Meat and fish inspired baby food are less popular
Figure 50: The frequency of feeding different types of packaged baby supplementary food and drinks to babies in the last three months, by age, monthly household income and number of children. May 2015
Figure 51: Nutritious Beef Floss launched by Taizhiwei in China, August 2015
Figure 52: Tune & Vegetable Rice Seasoning launched by Dongwon in South Korea, August 2015
Figure 53: Shepherd’s Pie with Lamb & Aromatic Spices launched by For Aisha in the UK, August 2015, Spaghetti Bolognese & Beef Baby Meal launched by Jumbo in Netherlands, November 2014
Baby health supplements popular among those who wish to feed their babies under 4 months old
Figure 54: The frequency of feeding different types of packaged baby supplementary food and drinks to babies in the last three months, by age and monthly personal income. May 2015
Figure 55: Baby DHA Liquid Dietary Supplement launched by The Honest Co. in the USA, August 2015, Colostrum for Kid’s Height Development launched by G&P, Mama Sua Non Growth in Vietnam, January 2014
Repertoire analysis – 22% of mothers aged 25-29 bought 8 or more types of packaged baby food
Figure 56: Number of packaged baby supplementary food and drinks used in the last 3 months, May 2015
Figure 57: Number of packaged baby supplementary food and drinks used in the last 3 months, by age, monthly household and city, May 2015
THE CONSUMER – REASONS FOR NOT FEEDING PACKAGED BABY SUPPLEMENTARY FOOD/DRINKS
Key points
Food safety is the major resistance
Table of Contents Baby Supplementary Food
Figure 58: Reasons for not feeding packaged baby supplementary food and drinks to babies, May 2015
Figure 59: Reasons of not feeding packaged baby supplementary food and drinks to babies, by age, May 2015
Knowledge of homemade baby food and packaged baby food
Figure 60: Reasons of not feeding packaged baby supplementary food and drinks to babies, by age, May 2015
Figure 61: Mixed Chinese Rice Lunch Set launched by Wakodo Baby Food Big Size No Eiyo Marche in Japan, October 2014, Salmon & Spinach Porridge Meal Set launched by Wakodo Eiyo Marche in Japan, April 2015
Minimise the package size to keep freshness
Figure 62: Reasons for not feeding packaged baby supplementary food and drinks to babies, by age and tier, May 2015
Figure 63: Share of new product launches within the international baby supplementary food market, by claims, 2014
Figure 64: Egg & Vegetables Stir Fry launched by Kewpie Smile Cup in Japan, June 2015, Apple & Raspberry Juice with Fruit Tea and Dragon Fruit launched by Babydream Minis Bio Durstloscher in Germany, September 2014
CORRESPONDENCE ANALYSIS – PERCEPTION OF DIFFERENT TYPES OF PACKAGED BABY SUPPLEMENTARY FOOD/DRINKS
Key points
Methodology
Correspondence analysis is a statistical visualisation method for picturing the associations between rows (image, attitudes) and columns (brands, products, segments, etc.) of a two-way contingency table. It is generally used to display information in a complex crosstab (eg attitudes related to a certain product or images consumers associate with a brand) in a joint space that is easy to understand by simply interpreting proximities. The significance of the relationship between a brand or product for instance and its associated image is measured using the Chi-square test. If two objects have similar response patterns regarding their perceived images/attitudes, they are assigned similar scores on underlying dimensions and will then be displayed close to each other in the perceptual map
Baby cereal and noodles: mix and match with infant milk formula
Figure 65: Correspondence Analysis – Baby supplementary food, May 2015
Figure 66: Pork Liver and Jujube Flavoured Nutritional Noodle launched by Heinz Jin Zhuang Zhi Duo Duo in China, April 2015, AD Calcium, Iron and Zinc Nutrition Millet Powder launched by Ying Ji Li in China, June 2015
Figure 67: Organic Baby Rice launched by Aptami in the UK, December 2014, Plain Instant Cereal launch by Laboratoires Picot Mes 1ères Céréales in France, September 2014
Fruit and vegetable puree perceived to be the healthiest baby food
Figure 68: Elements that associate with different types of packaged baby supplementary food and drinks, by monthly household incomes, May 2015
Figure 69: Nutritious Vegetable and Fruit Meal Set Stage Two launched by Heinz in China, March 2015, Apple & Carrot Puree launched by Kinella in Germany, June 2015
Expanding usage for fruit/vegetable and juice: blurring with baby water
Figure 70: Mineral Natural Water for Baby launched by Sierra Cazorla in China, August 2015, Natural Drinking Water launched by Nongfu Spring in China, May 2015
Figure 71: Orange, Mango & Carrot Spring Water launched by Heinz Fruit and Veg! in the UK, July 2015, Water with a Hint of Apple launched by Boots Baby in the UK, July 2015
THE CONSUMER – USAGE OF BABY SUPPLEMENTARY FOOD BRANDS
Key points
Domestic brands are leading
Figure 72: Baby supplementary food brands you have purchased in the last three months, May 2015
Figure 73: Baby supplementary food brands you have purchased in the last three months, by age and monthly personal income, May 2015
Figure 74: Nutritious Formula Cereal Stage 1 launched by Nestlé Protect Plus in China, July 2015, Pork Liver and Goji Berry Noodle Granules in Golden Pack launched by Heinz in China, November 2014
Figure 75: Share of new product launches within the China baby food, drink and milk market, by top 10 companies, August 2014-August 2015
Switching between domestic and international brands
APPENDIX CHINA RESEARCH METHODOLOGY

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