Dynamic Maternal Nutrition Market in Asia 2019

  • Includes 57 product profiles, profiling the key marketing claims and statements made relating to dairy ingredients.
  • 11 country profiles to illustrate products available on the market by pack size, price, format and protein content.
  • Data, charts and tables, detailing utilisation of various dairy ingredients: milk powders, whey and casein, buttermilk powder, milk protein concentrates, a variety of speciality and value-added ingredients, as well as the rationale for their use.
  • Projections for consumption in the region, based on demographics, microeconomic scenarios, and other factors.
  • Features suggestions for product innovation, and presents science-based rationale for promotion and marketing.
  • Provides insights on future growth of the segment.
  • Tapping into Zenith Global’s 30 year’s experience in research and consultancy to the dairy industry, this unique report highlights one of the hottest emerging trends in maternal nutrition.

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Background and report description

It is not very often that we see a new market for dairy ingredients emerge. This has probably not happened since the development of sports nutrition in the 1990s, when body builders virtually created the market for whey and dairy protein-based supplements - a market which is now mainstream, fuelling demand for large volumes and a wide variety of high-value ingredients.

Well, a new ‘star’ is born: the market for dairy-based maternal nutrition supplements. And it is growing fast in Asia.

Why? The concept of the ‘first 1,000 days’ - the critical period for a child’s brain and body development, when good nutrition is particularly important - is gaining recognition. Mothers want the best for their baby and it is never too early to ensure optimal growth. Maternal nutrition is now in the spotlight.

Why? Because extensive scientific evidence now substantiates the benefits of dairy nutrients and ingredients during pregnancy and breastfeeding. There is a need for supplementation in parts of Asia, where milk and dairy consumption is low among mothers.

Why? As incomes increase in the emerging economies of Asia (China and SE Asia in particular), women have fewer children and households can spend more on child and mothers’ care and nutrition.

Why? Because governments and policy makers recognise the economic burden of malnutrition and stunting, with its long-term impact on GDP and health care costs. They now promote policies and programmes to encourage better nutrition during the precious first 1,000 days window.

Government policies rightly encourage breastfeeding. While this might impact demand for infant formula, it also means families will focus more on mothers’ nutrition, not only during their 9 months of pregnancy, but also during the period when they breastfeed their child.

What makes this a perfect storm? It is not just demand. On the supply side of the equation, infant formula companies are increasingly restricted in their ability to market and promote their products and brands. However, promoting better nutrition to mothers is largely unregulated. Companies can position their product to mothers as ‘Stage 0’, building brand recognition and loyalty. Faced with potential constraints on the growth of infant formula sales (regulations, marketing, increasing breastfeeding rates), suppliers are seizing this new opportunity.

Based on the latest 2017 WHO data, Zenith Global estimates there were over 50 million pregnant mothers in the parts of Asia studied in the report. Considering factors such as affordability and access, it is projected that at least 13 million households constitute this new market which, according to some industry sources, is growing at 20% a year.

Geographical coverage

11 countries - China, India, Indonesia, Japan, Malaysia, Pakistan, Philippines, Singapore, Taiwan, Thailand, Vietnam - with in-depth focus on Southeast Asia and China.

What this report covers

  • The report summarises the latest scientific evidence on the benefits of dairy ingredients and maternal formula on babies’ growth and development, as well as on nutritional supplements for lactating mothers.
  • It examines the composition of products on the market, and provides the rationale for choosing milk powders, buttermilk or whey products as well as a variety of high-value dairy ingredients.
  • The report features sample formulations, data on typical packaging, claims, pricing in various regions, and products marketed by both multinationals and domestic manufacturers.
  • Included are estimates for volumes of dairy ingredients used as well as projections to 2023.
  • This report seeks to cover what you should know about this fast-growing emerging market and how dairy companies can capitalise on its growth.

Market data and analysis provided in the report

  • Scientific rationale for usage of dairy ingredients
  • Market drivers
  • Market size potential and scenarios based on consumption levels, affordability
  • Types of dairy ingredients used, frequency of usage in formulations, approximate volume
    • Milk powders
    • Buttermilk powders
    • Whey proteins
    • Alpha-lactalbumin and lactoferrin
    • Milk protein concentrates and isolates
    • Caseinates and casein derivatives
    • Lactose, GOS, lactulose
    • Milk fat-derived ingredients, milk phospholipids
    • Colostrum
  • Product formats, packaging sizes
  • Examples of formulations and composition
  • Nutritional profiles, protein content
  • Pricing, from low-cost to premium and super-premium formula
  • Positioning and claims
  • Major products marketed in China, India, Indonesia, Japan, Malaysia, Pakistan, Philippines, Singapore, Taiwan, Thailand and Vietnam.
  • Regulations (China only)

 

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