On April 8, data from NielsenIQ, the world's leading consumer research and retail monitoring company, showed that in 2023, 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 will reach 79.1% and 78% respectively, and Frost & Sullivan, a global authoritative growth consulting company, has been certified by market research that the sales volume and sales of Jiabei Aite goat milk powder will rank first in the world in 2023. Accordingly, Jiabei Aite has been importing more than 6% of the market share of infant and toddler goat milk powder in China for 6 consecutive years, and continues to rank first in the global goat milk powder market sales and sales, which fully confirms the continuous and stable market position of Jiabei Aite as the "No. 1 brand of goat milk in the world". Under the strategic traction of Ausnutria, Jiabei Aite continues to lead the high-quality development of the industry as a "leader".
△ Jiabei Aite is firmly in the market position of "the world's first goat milk brand".
Strategic traction
"The world's No. 1 goat milk brand" is stable and far-reaching
Jiabei Aite has been firmly in the position of "the world's No. 1 goat milk brand" for many years, which is not only inseparable from Ausnutria's determination to adhere to the differentiated development strategy and carry out goat milk to the end for many years, but also thanks to the synergistic empowerment of Ausnutria and its controlling shareholder, Yili Group. In 2011, under the background of saturation of the milk powder market competition, Ausnutria established the development path of "goat milk powder as a breakthrough", and officially introduced Jiabei Aite into the Chinese market through the acquisition of Hypnokai Group, a century-old dairy company in the Netherlands.
For more than 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 realized the leapfrog development from 0 to 1 and gradually become the "leader" of goat milk. In 2023, Jiabei Aite will achieve revenue of RMB 3.283 billion, with a revenue increase of 44.7% in overseas markets, and continue to sit firmly on the throne of "the world's No. 1 goat milk brand".
In 2021, after Yili strategically invested in Ausnutria, the two parties further clarified the strategic position of Jiabei Aite, with the strategic goal of "building 10 billion Jiabei", fully coordinated in upstream supply, product research and development, and brand building, so as to consolidate the competitive advantage of Jiabei Aite as the "No. 1 brand of goat milk in the world" in an all-round way.
Comprehensive strength is multi-dimensional and consolidated
The "leader" leads in an all-round way
In the face of increasingly fierce market competition, only by continuously consolidating comprehensive strength can we better meet consumer needs. With the collaborative empowerment of Yili and Ausnutria, in 2023, Jiabei Aite will further consolidate its advantages in upstream supply, product research and development, and brand building.
In terms of upstream supply, thanks to the positive factors such as the comprehensive planning of Ausnutria's global factories, the comprehensive fast release of Dutch products, and the compression of the railway transportation cycle, the global production efficiency and freshness of imported products of Jiabei Aite goat milk powder have been further improved, and the Moon factory in the Netherlands, which has completed the main construction and will be officially put into operation in 2024, will also further consolidate the global supply capacity of Jiabei Aite.
In terms of product research and development, in 2023, Jiabei Aite will launch 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), which has been verified by 10 years of scientific research, 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. At present, Jiabei Aite has created a product matrix to meet the nutritional needs of all ages, and is the most complete and largest goat milk powder brand, and its products are sold well in more than 60 countries and regions around the world.
In terms of brand building, Jiabei Aite has always adhered to the consumer-centric, actively interacted with consumers, and won the goodwill and trust of consumers. Focusing on the three major scenarios of consumers' work, life and entertainment, Jiabei Aite achieves tens of billions of exposure of brands and products every year through the combination of online popular TV dramas, offline elevators and business district advertisements, while on social media platforms with high consumer activity such as Douyin, Xiaohongshu and Muzhui, it continues to spread the nutritional value of goat milk through expert interpretation and expert tasting, and the brand voice and search popularity of Jiabei Aite have always ranked first among goat milk powder brands. According to the research data of the "2024 White Paper on Milk Powder Feeding for the New Generation of Mothers" released by "Babytree", a parenting community where maternal and infant users are active, Jiabei Aite ranks first in the recognition of goat milk powder brands.
While maintaining its own steady development, Jiabei Aite embraces the industry and actively assumes the responsibility of "leader". In 2023, Jiabei Aite will hold the "Goat Milk Sub-forum" at the 14th Asian Nutrition Conference, which will combine the advantages of the Chinese Nutrition Society and experts at home and abroad to popularize the advantages of goat milk such as rich nutrition and better digestion of goat milk protein, expand the influence of goat milk in the international professional field, and further enhance consumers' awareness of the advantages of goat milk.
Policy + consumption are both positive
The future of the goat milk powder industry is promising
Despite the slowdown in the growth of the market, goat milk powder still has a strong momentum in the sub-category, and the future is promising. 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 Institute of Industry and Economics of the Chinese Academy of Social Sciences, China's goat milk powder market has maintained an annual market increase of more than 25% since 2013, and is expected to expand to nearly 30 billion yuan in 2030.
With the continuous upgrading of consumers' scientific parenting and refined feeding concepts, goat milk has gained wider recognition of its advantages such as "rich nutrition, better digestion and absorption, and lower sensitivity", and more and more new generation mothers have begun to pay attention to and choose goat milk powder feeding for their babies. The big data of "Babytree" also shows that in the past three years, the exponential growth rate of the voice of users on the Babytree platform discussing goat milk powder has been more than 60%, and the discussion of goat milk powder among the mother and infant population represented by the new generation of mothers has continued to heat up. Under the dual benefits of national policies and consumption trends, the future of the goat milk powder industry is promising.
The acquisition of "double material certification" not only confirms the continuous and stable status of Jiabei Aite as the "No. 1 brand of goat milk in the world", but also shows the love and trust of consumers for Jiabei Aite goat milk powder. In the future, under the strategic traction of Ausnutria, Jiabei Aite will continue to lead the high-quality development of the industry as a "leader", nourish every family with better goat milk, and contribute to the construction of a healthy China!
(The above picture has been authorized by China.com Finance)