In 2023, the sales volume and sales share of Jiabei Aite in China's imported infant goat milk powder market will reach 79.1% and 78% respectively, and in 2023, the sales volume and sales of Jiabei Aite goat milk powder will rank first in the world. The multiple certifications from authoritative institutions show consumers' love and trust for Jiabei Aite goat milk powder, and consolidate its market position as "the world's No. 1 goat milk brand". In the future, with the further popularization of the concept of refined parenting and the continuous expansion of the goat milk powder market, the market share of Jiabei Aite will continue to increase.
Double material certification, consolidating the "leader" status of goat milk powder
At the beginning of the second quarter, Jiabei Aite, a goat milk powder brand under Ausnutria Dairy, has frequently reported good news and has been certified by two authoritative institutions one after another.
On April 8, data from NielsenIQ, the world's leading consumer research and retail monitoring company, showed that the sales volume and sales share of Ausnutria's goat milk powder brand Jiabei Aite in China's imported infant and toddler goat milk powder market in 2023 will reach 79.1% and 78% respectively. At the same time, Frost & Sullivan, the world's authoritative growth consulting company, has been certified by market research - in 2023, the sales volume and sales of Jiabei Aite goat milk powder will rank first in the world.
The release of the two authoritative certifications means that from 2018 to 2023, Jiabei Aite has achieved more than 6% of the sales share of imported infant and toddler goat milk powder in China for 6 consecutive years, and continues to rank first in the global goat milk powder market in terms of sales volume and sales, which undoubtedly further consolidates the market position of Jiabei Aite as the "No. 1 brand of goat milk in the world".
In addition to the authoritative certification from a third-party organization, Jiabei Aite's performance in 2023 also confirms its position as the "leader" of global goat milk powder. According to the recently released financial report of Ausnutria, in 2023, Jiabei Aite will achieve a total revenue of 3.283 billion yuan, of which 2.899 billion yuan will be achieved in the Chinese market and 384 million yuan in the overseas market, a year-on-year increase of 44.7%.
In this regard, some industry insiders commented that in 2023, the overall scale of the domestic infant formula industry will have a double-digit decline. This is due to the continuous penetration of the goat milk powder category and the Jiabei Aite brand in the entire infant formula market.
In addition, it can be seen that under the overall pressure of the domestic infant formula industry, the overseas market is becoming a new growth engine for Jiabei Aite. For the rapid growth of Jiabei Aite in overseas markets in 2023, Ausnutria Dairy believes that it will benefit from the relaxation of global epidemic prevention restrictions and the continuous improvement of the recognition of goat milk powder in the Middle East and other places. "I believe that Jiabei Aite goat milk powder will quickly expand overseas markets and continue to maintain rapid growth in the next five years, becoming a new growth curve for the company," said Ausnutria.
According to official information, up to now, Jiabei Aite's products have been exported to more than 60 countries and regions around the world. In 2024, as the food and beverage industry continues to go overseas, Ausnutria is also accelerating and expanding Jiabei Aite's overseas layout. On January 9, Jiabei Aite infant formula goat milk powder (0-12 months) officially landed in the US market. So far, the full range of Jiabei Aite infant formula goat milk powder has been put on sale in the United States, which is undoubtedly conducive to the expansion and development of the brand in the world.
With the expansion of the sales scope and the increase of market share, Jiabei Aite has led the entire goat milk powder category to gradually increase the awareness in the milk powder consumption market. Not long ago, the "2024 White Paper on Milk Powder Feeding for New Generation Mothers" (hereinafter referred to as the "White Paper") released by "Babytree", the largest and most active maternal and infant community platform in China, shows that 64% of the new generation of mothers (mainly post-90s and 95s) have a certain understanding of goat milk powder, and 62% of mothers agree with the characteristics of "goat milk small molecules, easier to digest and absorb".
Specific to the brand awareness of goat milk powder, the white paper shows that more than 90% of the new generation of mothers who understand goat milk powder know Jiabei Aite, and further when it comes to consumption decisions, more than 61% of mothers choose Jiabei Aite, and 99% of the mothers who have chosen Jiabei Aite are willing to recommend to friends around them.
It can be seen that as a representative brand of goat milk products, Jiabei Aite has a high recognition among the new generation of consumer groups. As these post-90s and post-95s who uphold the concept of refined parenting become the main consumers of the milk powder market, the position of Jiabei Aite as the "leader of goat milk powder" is bound to be further consolidated.
Multi-dimensional blessing, comprehensively leading the high-quality development of the industry
As a sub-category of milk powder, goat milk powder has a short history of development in the mainland, and the development of Jiabei Aite in the domestic market is only 13 years. In just over ten years, it has rapidly grown into the absolute first brand in the Chinese market, mainly because Jiabei Aite has achieved the same frequency resonance with the industry. It is undeniable that Jiabei Aite has seized the development dividend of the goat milk powder category and achieved rapid growth in performance, and as a pioneer in the industry, the development of Jiabei Aite has undoubtedly driven the rapid development and popularization of the entire goat milk powder category in the domestic market.
It is true that it has seized the industry outlet, but Jiabei Aite has been able to maintain the status of "the world's No. 1 goat milk brand" for many years, which is inseparable from Ausnutria's determination to adhere to the differentiated development strategy and carry out goat milk to the end for many years, and also thanks to the collaborative empowerment of Ausnutria and Yili Group, the controlling shareholder.
In 2011, under the background of saturation of the competition in the milk powder market, the prescient Ausnutria saw the growth potential of goat milk powder, established the development path of "goat milk powder as a breakthrough", and officially introduced Jiabei Aite into the Chinese market through the acquisition of the Dutch century-old dairy enterprise Hypnuoka Group. In the following ten years, Jiabei Aite has gained the recognition and trust of consumers by virtue of its advantages of high-quality milk source, scientific formula, good absorption and better nutrition, and has achieved leapfrog development from 0 to 1 and gradually become the "leader" of goat milk.
It is worth mentioning that the ten years of rapid development of Jiabei Aite are also the ten years of rapid expansion of the entire goat milk powder field in China. According to the "Research on the Development of China's Goat Milk Powder Industry II" released by the Food and Drug Industry Development and Supervision Research Center of the Chinese Academy of Social Sciences, the market size of goat milk powder in mainland China was only 3.5 billion yuan in 2014, and in recent years, driven by multiple factors such as the consumption side, the supply side and even the regulatory side, the scale of goat milk powder in the mainland exceeded 10 billion yuan in 2020, and is currently between 15 billion and 20 billion yuan, and is expected to exceed 20 billion yuan by 2025 and further expand to 30 billion yuan in 2030.
In the case of the hindrance of the growth of infant formula milk powder, goat milk powder, which is still an incremental market, has become a track for milk powder companies to compete for layout. Nei Sanjun mentioned in previous reports that as of the end of January this year, the number of goat milk powder brands registered under the new national standard in China has exceeded 100. This means that there are more than 100 brands to grab less than 20 billion in the market. In the eyes of some practitioners, this degree of competition is no less fierce than that of traditional milk powder.
At the same time of fierce competition, we have also noticed that at present, the focus of many goat milk powder companies is still stuck in simple channel expansion, that is, at the level of "technology". In the eyes of industry insiders, domestic goat milk powder has achieved rapid development in the past decade, and if it wants to continue to maintain a high growth trend in the future, enterprises, especially the head enterprises, must make breakthroughs at the strategic level, which greatly tests the strategic vision of the brand, the strength of the whole industry chain and the execution determination.
Nei Sanjun noted that under the collaborative empowerment of Yili and Ausnutria, in 2023, Jiabei Aite will actively make efforts in upstream supply, product research and development, brand building and other dimensions, and the comprehensive strength of the brand will continue to improve, and it will be far ahead of the industry level.
In terms of upstream supply, thanks to positive factors such as Ausnutria's comprehensive planning of global factories, the full opening of Dutch products, and the shortening of the railway transportation cycle, the global production efficiency of Jiabei Aite goat milk powder and the freshness of imported products have been further improved. In addition, the main construction of the Moon plant in the Netherlands has been completed, and after it is officially put into operation this year, it will further consolidate the global supply capacity of Jiabei Aite.
In terms of product creation, Jiabei Aite has created a product matrix to meet the nutritional needs of all ages, which is not only complete in terms of quality, but also the largest in scale. In 2023, Jiabei Aite launched a new infant formula product "Jiabei Aite Yuehu", which focuses on absorption and immune nutrition, which has been highly recognized by partners and consumers. In addition, Jiabei Aite Infant Formula Goat Milk Powder (0-12 months) has also officially passed the review of the U.S. Food and Drug Administration (FDA) in July 2023, becoming the world's first infant formula goat milk powder that meets FDA nutrition and safety requirements, and will be marketed in the United States in early 2024.
In terms of channel construction, Ausnutria mentioned in the financial report that an important measure for the company in 2023 is to reallocate channel inventory to enhance channel momentum and ensure the long-term development and competitiveness of the brand. In 2023, the chaos of the entire milk powder market channel is obvious to all, but it is gratifying that responsible head brands such as Ausnutria have gradually increased their efforts to control goods and prices, which has played a good role in boosting channel confidence and maintaining brand image positioning, which is conducive to the long-term development of enterprises and industries.
It can be seen that under the collaborative empowerment of Yili and Ausnutria, while maintaining its own steady development, Jiabei Aite is also actively undertaking and practicing the responsibility and responsibility of "leader", leading the high-quality development of the industry from multiple dimensions. In the future, with the continuous improvement of consumers' awareness of goat milk, Jiabei Aite's market share is expected to further increase.