In recent years, the number of newborns in my country has been declining. Although the country vigorously promotes the multi-birth policy, the market demand for milk powder still declines significantly, resulting in a sluggish development of the domestic milk powder industry. There is still no sign of rebound in Q1 this year.
According to Whale Staff data, this year’s Q1 milk powder sold 20 million units on the JD.com platform, a year-on-year decrease of 15%; sales were 6.2 billion yuan, a year-on-year decrease of 14%. The average market price is basically the same as last year, and the current average price is around 296 yuan.
*Data comes from Staff Whale-Industry Trends
The market competition of milk powder in my country has been in a white-hot stage for a long time, so the market structure remains basically unchanged. In terms of sales volume, Aptamil accounted for about 19% of the market in Q1 this year, Feihe City accounted for about 13%, and Yili City accounted for about 11%.
Compared with the previous quarter, the market share of most brands remained almost unchanged, but two brands deserve attention: one is Junlebao, whose sales share fell by 2.8%; the other is Aptamil, whose sales share increased 1.7%.
*The data comes from Staff Whale - Brand Sales Ranking
In such a general environment, Aptamil, Kabrita and Nestle have maintained growth against the trend, which is different from other brands in the TOP10.
*The data comes from Staff Whale - Brand Sales Ranking
In terms of sales, the top rankings of Aptamil and Feihe remained unchanged, while Meisujiaer and Wyeth rose in ranking, surpassing Yili. Aptamil's sales accounted for about 21% of the market, while Feihe and Meisu Jiaer accounted for 13% and 12% respectively.
*Data comes from Whale Staff - Brand Sales Ranking
In Q1 of this year, Aptamil’s sales were 1.3 billion yuan, a year-on-year increase of 16%; Feihe’s sales were 800 million yuan, a year-on-year decrease of 11%; Meisu Jiaer’s sales were 700 million yuan, a year-on-year decrease of 21%.
Among the top 10 brands, apart from Aptamil, Nestlé, whose sales increased by 6% year-on-year, increased by 5% since the beginning of the year, and Kabrita, which increased by 13%.
*Data comes from Whale Staff - Brand Sales Ranking
In the past two years, domestic and foreign milk powder brands have been stepping up their efforts to seize terminal resources, and promotional and price wars have occurred frequently. But in the high-end market, foreign brands still occupy an absolute advantage. Especially in the case of tight market demand, the inherent advantages of imported milk powder are more likely to be highlighted.
It can be seen that in the list of hot-selling products in Q1 this year, only one Yili product was shortlisted as the TOP hot product, and it ranked tenth, with an average price of 116 yuan. Aptamil has 6 models, with an average price of 220 to 400 yuan; Meisu Jiaer has one, with an average price of 359 yuan; Nestle, with an average price of 284 yuan; A2, with an average price of 237 yuan .
*Data comes from Staff Whale-Hot Selling Items
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