Peninsula All Media Reporter Wang Yuan
With the slowdown in the birth population, the infant formula milk powder market is undergoing a transformation and upgrading, and in the face of serious involution channel prices and homogeneous products, many international giants have focused on the differentiated competition of core scientific research. How to win the minds of consumers through scientific research and innovation has become the key to the future competition of various milk powder brands, and the acceleration of updated and iterative scientific research results has also become a new highlight of the milk powder industry.
Recently, a study published in the authoritative international journal Acta Paediatrica confirmed that infant formula containing a 9:1 ratio of prebiotic design and milk-derived OPO structure has a significant effect in promoting infant self-care. Studies have shown that formulas containing this ingredient are effective in helping 99% of infants and young children develop "golden poop" that represents a health sign.
In fact, the important role of "9:1 ratio" prebiotics has been widely recognized around the world, and nearly 50 international clinical studies and nearly 100 scientific research papers have demonstrated its role. The most noteworthy aspect of this study is that its efficacy has been demonstrated in clinical studies in Chinese infants and young children.
Relying on metagenomic sequencing technology, Nutricia and a team of Chinese researchers initiated a local clinical trial "Kirin Study", which for the first time accurately revealed the characteristics of intestinal microbiota development in Chinese infants and young children during the key immune shaping period (0-24 months of age). The study further verified that 9:1 self-care prebiotics can precisely regulate the immune core beneficial flora dominated by bifidobacteria, and effectively inhibit the growth of pathogenic bacteria under various conditions, helping to strengthen the intestinal immune barrier.
The latest findings attracted the attention of experts, scholars and industry around the world at the 56th Annual Meeting of the European Society of Paediatric Gastroenterology, Hepatology and Nutrition (ESPGHAN). It is understood that infant formula designed with a 9:1 ratio of prebiotics can help infants' own immune systems release immunoglobulin slgA, establishing the first protective shield against external challenges. The structure of the milk-derived OPO aids in the absorption of key nutrients and helps reduce calcium soap production and soften poop.
At present, the structure of 9:1 ratio prebiotics and milk-derived OPO has been applied in the products of Aptamed Troo, a subsidiary of dairy giant Danone. Aptamed Troo Infant Formula has been upgraded in strict accordance with the new national standard.
In addition, Aptamil has also carried out a series of follow-up studies based on the real use of consumers, forming a closed loop of scientific research. According to its latest consumer research, consumers who use Aptamed Trohl have seen a positive change in their baby's poop – becoming softer and more golden, often referred to as "golden poop", in just five days.
As the largest immune organ in the human body, the gut closely reflects the health status of infants and young children. The change in the color and texture of the poop can be said to be a "barometer" of health, and the "golden poop" is a strong proof of the intestinal health of infants and young children.
"Because this data is based on the personal test of millions of Chinese babies, Aptamil Troo has long occupied the first place in the e-commerce sales list since its launch, and is the 'sales champion' of the Aptamil brand. Aptamed Zhuoao is currently the 'king of word-of-mouth' in the circle of young mothers. A mother and baby shopkeeper said.
According to Euromonitor data, the market size of infant milk powder in 2023 will be 157.2 billion yuan, a year-on-year decrease of 4%, but the market size will generally maintain steady growth. This is mainly due to the optimization of consumption structure and the improvement of the recognition of scientific parenting and refined feeding by the new generation of parents.
There is no doubt that consumer demand for high-quality, personalized products is constantly growing, regardless of the size of the market. With the popularization of scientific parenting concepts and the trend of refined feeding, a new round of scientific research competition is becoming a way out for milk powder brands to get rid of homogeneous competition.