Dynamic Maternal Nutrition Market in Asia 2019

Zenith Global Report

Dynamic Maternal Nutrition Market in Asia Exploring opportunities for dairy ingredients in the dynamic Asian formula market for pregnant and lactating mothers

2019

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The information contained in this report was obtained from a variety of public sources, including manufacturers websites, online vendors, investors sites, advertisements, published papers and governmental research, as well as from industry sources and interviews with the trade in 2018. The products described in this report (including composition, claims, pricing, etc.) were launched or marketed during the 2015-2018 period and may no longer reflect availability or positioning in specific markets at the time of publication, as products are frequently repositioned and reformulated by manufacturers. This is not an exhaustive list of all products marketed, as the report features only examples of formulations for analysis purposes. Prices are also subject to change and are supplied for illustration purposes. The information contained in the report is for market analysis only and designed to provide the reader with an overview of the market place and future trends.

All copyright in this document is reserved. Parts of the report may be quoted and used with attribution. Please contact the author for further uses, reproduction or dissemination.

VĂŠronique Lagrange January 2019

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Contents Section 1. Executive summary 2. Nutritional needs of pregnant and lactating women and benefits of milk supplementation 3. Demographics: how large is the potential market?

4. Market drivers and potential volumes 5. Formats for maternal supplements 6. Examples of formulations, dairy ingredient usage, rationale for use and key selling points for dairy ingredients 7. Typical nutritional profiles, marketing claims and positioning 8. Regulations (China) 9. Pricing of formula 10. Country profiles 11. Glossary of terms and abbreviations 12. References

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Executive summary

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1. Executive summary Commentary

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Nutritional needs of pregnant and lactating women and benefits of milk supplementation

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2. Nutritional needs of pregnant and lactating women and benefits of milk supplementation Commentary

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Demographics: how large is the potential market?

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3. Demographics: how large is the potential market?

Commentary and data, including: •

How many babies are born, and how many women are pregnant in Asia?

•

Estimated number of pregnant women in Asia (2017)

•

Birth rates per thousand in Asia (2017)

•

Evaluating the potential market for maternal supplementation

•

Other factors to be considered when estimating market size

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Market drivers and potential volumes

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Market drivers and potential volumes 4.1 Market drivers

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4. Market drivers and potential volumes 4.1 Market drivers Commentary and data, including: •

Government policies

•

Household size: smaller families = more spending per child

•

Increased breastfeeding rates = less infant formula, but greater needs for mums

•

Introducing a brand early: manufacturers launch Stage 0 formula

•

Fast market growth: over 20%

•

Mothers need supplementation longer than babies need infant formula: 15-18 months

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Market drivers and potential volumes 4.2 Potential volumes

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4. Market drivers and potential volumes 4.2 Potential volumes Commentary and data, including: •

Potential consumption of maternal formula per mother

•

Consumption scenarios

•

Market growth projections

High and low scenarios for potential dairy ingredient usage in maternal formula* (MT) 500,000

450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 2017

2018

2019

Low scenario

2020

2021

2022

2023

High scenario

*NB does not include Pakistan, Sri Lanka, Bangladesh and several other countries in South Asia.

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Formats for maternal supplements

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Formats for maternal supplements 5.1 Powders, dry formula, smoothies, breakfast and other beverages

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5. Formats for maternal supplements 5.1 Powders, dry formula, smoothies, breakfast and other beverages Commentary and data, including: •

Estimating dairy ingredients content of formulations: methodology

•

Formulations contents in dairy ingredients, profiling:

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•

Powder products containing over 90% dairy ingredients

•

Powder products containing 80-89% dairy ingredients

•

Powder products containing 70-79% dairy ingredients

•

Powder products containing 60-69% dairy ingredients

•

Powder products containing 50-59% dairy ingredients

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Powder products containing less than 50% dairy ingredients

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5. Formats for maternal supplements 5.1 Powder products containing over 90% dairy ingredients

Rui Pu Organic Milk Powder Mengniu, China

Full product name: Rui Pu Organic Milk Powder for Pregnant and Lactating Women

Dairy ingredients in the formulation: Whole milk powder, lactose, skimmed milk powder, whey protein concentrate Estimated dairy content: >90%

Synutra Powdered Milk Formula Synutra, China Full product name: Dairy ingredients in the formulation: Estimated dairy content:

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Formats for maternal supplements 5.2 Fluid and concentrated products

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Formats for maternal supplements 5.3 Potential for new products and formats

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5. Formats for maternal supplements 5.3 Potential for new products and formats Commentary

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Formats for maternal supplements 5.4 Packaging and sizes

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5. Formats for maternal supplements 5.4 Packaging and sizes Commentary

Packaging sizes

25%

25%

25%

25%

100 to <300g

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300 to <500g

500 to <800g

800 to 900g

5. Formats for maternal supplements 5.4 Packaging and sizes Examples of packaging sizes and packaging types in Asia Metal can 800-900g

Ava Dairy 800g (China)

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Dumex 850g (Singapore)

Europharma 900g (Taiwan)

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Examples of formulations, dairy ingredient usage, rationale for use and key selling points for dairy ingredients

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Examples of formulations, dairy ingredient usage, rationale for use and key selling points for dairy ingredients 6.1 Milk powders

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6. Examples of formulations, dairy ingredients usage 6.1 Milk powders Commentary and data, including: •

SMP: examples of usage levels, rationale for usage in formulations

•

WMP: examples of usage levels, rationale for usage in formulations

•

Buttermilk powder: examples of usage levels, rationale for usage in formulations

Distribution of milk powders usage 17%

16%

17%

16%

17%

17%

SMP only WMP only SMP and WMP SMP and other dairy protein ingredient(s) WMP and other dairy protein ingredient(s) SMP, WMP and other dairy protein ingredient(s)

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6. Examples of formulations, dairy ingredients usage 6.1 Milk powders Formulations listing SMP as primary dairy protein ingredient, per market Manufacturer

Brand

Country

Other dairy protein ingredients used

Anbaole Nutrition

Anbolac

China

Lactoferrin

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Examples of formulations, dairy ingredient usage, rationale for use and key selling points for dairy ingredients 6.2 Whey protein ingredients

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6. Examples of formulations, dairy ingredients usage 6.2 Whey protein ingredients Commentary and data, including: •

Whey products used as a primary source of protein in formulation

•

Whey products used a secondary source of protein in formulation

•

Whey products used as a minor component of formula

•

Alpha-lactalbumin

•

Whey protein hydrolysates

•

Demineralised whey

•

Lactoferrin, rationale for lactoferrin usage

Estimated percentage of formulations containing whey ingredients

WPC

Demineralised whey

Whey powder

Alpha-lactalbumin

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6. Examples of formulations, dairy ingredients usage 6.2 Whey protein ingredients Formulations listing whey ingredients, per type, per market Manufacturer

Brand

Product name

Country

Type of whey ingredient used

Beian Yeeper Kiwanuka Dairy

Euland

Yeeper Eusland Supergold Formula

China

WPC, demineralised whey

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Examples of formulations, dairy ingredient usage, rationale for use and key selling points for dairy ingredients 6.3 Milk protein concentrates and isolates

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6. Examples of formulations, dairy ingredients usage 6.3 Milk protein concentrates and isolates Commentary

Company

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Product name and description

Country

Type of MPC/MPI ingredient used, usage level

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Examples of formulations, dairy ingredient usage, rationale for use and key selling points for dairy ingredients 6.4 Caseinates, casein phoshopeptides

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6. Examples of formulations, dairy ingredients usage 6.4 Caseinates, casein phoshopeptides Commentary

Company

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Product name and description

Country

Type of MPC/MPI ingredient used, usage level

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Examples of formulations, dairy ingredient usage, rationale for use and key selling points for dairy ingredients 6.5 Lactose, lactulose, GOS

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6. Examples of formulations, dairy ingredients usage 6.5 Lactose, lactulose, GOS Commentary

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6. Examples of formulations, dairy ingredients usage 6.5 Lactose, lactulose, GOS Formulations listing added lactose, per market, per brand Company

Brand

Product name and description

Country

Lactose added, estimated usage level

Ausnutria

Puredo

Maternal Formula

China

~20%

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Examples of formulations, dairy ingredient usage, rationale for use and key selling points for dairy ingredients 6.6 Milk fat-derived ingredients

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6. Examples of formulations, dairy ingredients usage 6.6 Milk fat-derived ingredients Commentary

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6. Examples of formulations, dairy ingredients usage 6.6 Milk fat-derived ingredients Formulations listing milk fat-derived ingredients, per market Company

Brand

Product name and description

Country

Ingredient

Beian Yeeper Kiwanuka Dairy

Euland

Yeeper Eusland Supergold Maternal Milk Formula

China

Cream

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Examples of formulations, dairy ingredient usage, rationale for use and key selling points for dairy ingredients 6.7 Colostrum

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6. Examples of formulations, dairy ingredients usage 6.7 Colostrum Commentary

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Typical nutritional profiles, marketing claims and positioning

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Typical nutritional profiles, marketing claims and positioning 7.1 Protein content

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Estimated g protein per 100g

27 g to <28 g

26 g to <27 g

25 g to <26 g

24 g to <25 g

23 g to <24 g

22 g to <23 g

21 g to <22 g

20 g to <21 g

19 g to <20 g

18 g to <19 g

Commentary

17 g to <18 g

16 g to <17 g

15 g to <16 g

<15 g

Number of formulations (distribution)

7. Typical nutritional profiles, marketing claims and positioning

7.1 Protein content Protein per 100g

16

14

12

10 8

6

4

2

0

7. Typical nutritional profiles, marketing claims and positioning 7.1 Protein content Product Name King Way Milk Powder

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Manufacturer King Way Organic

Brand King Way

Country Taiwan

g/100g 14.6g

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Typical nutritional profiles, marketing claims and positioning 7.2 Examples of formulations

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7. Typical nutritional profiles, marketing claims and positioning 7.2 Examples of formulations Maternal milk formula (sweetened, vanilla, with fruits and vegetables)

Type X

Example: Dumex Dumum Super Mix Milk Formula

Example: X

Ingredient

% of formulation

Ingredient

Skim milk powder

51%

Skim milk powder

Maltodextrin

20%

Fresh milk

Lactose Mixed vegetable oils (coconut, corn, palm, canola) Polyfructose

19%

Sucrose

Fruit and vegetable powders Vitamins and minerals Fish oil (source of DHA), flavourings

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3.8%

Glucose syrup Mixed vegetable oils (corn, rapeseed, palm)

2.2% 2% 2.18%

Vitamins and minerals Honey Probiotics, emulsifier, flavourings, LC-PUFA

% of formulation

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Typical nutritional profiles, marketing claims and positioning 7.3 Marketing claims and product positioning

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7. Typical nutritional profiles, marketing claims and positioning 7.3 Marketing claims and product positioning Commentary

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Typical nutritional profiles, marketing claims and positioning 7.4 Claims and statements related to the formulaâ&#x20AC;&#x2122;s dairy ingredient content

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7. Typical nutritional profiles, marketing claims and positioning 7.4 Claims and statements related to the formulaâ&#x20AC;&#x2122;s dairy ingredient content Commentary

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7. Typical nutritional profiles, marketing claims and positioning 7.4 Claims and statements related to the formulaâ&#x20AC;&#x2122;s dairy ingredient content Ingredients

Dairy proteins

Alpha-lactalbumin

Lactulose

Milk oligosaccharides, GOS

Lactoferrin

Sphingolipids

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Example of statement

Sample of companies

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Typical nutritional profiles, marketing claims and positioning 7.5 Samples of marketing claims and statements, as made on product labels or company literature

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7. Typical nutritional profiles, marketing claims and positioning 7.5 Samples of marketing claims and statements Abbott Similac Mom EyeQ (low fat), Malaysia  Marketing claim 1  Marketing claim 2  Marketing claim 3

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Regulations (China)

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8. Regulations (China) On 13 November 2015, Chinaâ&#x20AC;&#x2122;s National Health and Family Planning Commission published the National Food Safety Standard for Multi-Nutrient Supplementary Food for Pregnant and Lactating Women (GB 31601-2015). This standard was to be implemented on 13 November 2016. A translation of the standard is available from United States Department of Agriculture's Foreign Agricultural Service and transcribed below (readers should consult original regulations and any potential subsequent change or amendments).

Description of the Standard: National Food Safety Standard for Multi-Nutrient Supplementary Food for Pregnant and Lactating Women

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Pricing of formula

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Pricing of formula 9.1 Low cost formula

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9. Pricing of formula 9.1 Low cost formula Low cost formula - <US$10/kg Commentary

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US$/kg

Country

Manufacturer

Brand

Package size

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Pricing of formula 9.2 Affordable formula

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Pricing of formula 9.3 Mid-range formula

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Pricing of formula 9.4 High range formula

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Pricing of formula 9.5 Premium and super-premium formula

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Country profiles

10. Country profiles The following is a listing of formula per country. This reflects products on the market (retail or internet) during the past three-to-four years. Note that some of these products may have been reformulated or may no longer be available.

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Country profiles 10.1 China

10. Country profiles 10.1 China Commentary

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10. Country profiles 10.1 China Examples of maternal formula marketed in China, per manufacturer, per cost per kilo

Manufacturer

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Brand

Package size

Cost/kg (US$)

Format

g protein/100g (est)

Dairy ingredient content (est)

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Country profiles 10.2 India

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Country profiles 10.3 Indonesia

10

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Country profiles 10.4 Japan

10

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Country profiles 10.5 Malaysia

10

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Country profiles 10.6 Pakistan

10

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Country profiles 10.7 Philippines

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Country profiles 10.8 Singapore

10

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Country profiles 10.9 Taiwan

10

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Country profiles 10.10 Thailand

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Country profiles 10.11 Vietnam

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Glossary of abbreviations

terms

and

11. Glossary of terms and abbreviations AA/ARA = Arachidonic acid

IFPRI = International Food Policy Research Institute

AMF = Anhydrous milk fat

IGF-1 = Insulin-like growth factor 1, also called somatomedin C

BMI = Body mass index

IU = International Unit

CAGR = Compound annual growth rate

LBW = Low birth weight, i.e. birth weight below 2.5kg

CPP = Casein phosphopeptides

LGA = Large for gestational age

DHA = Docosahexaenoic acid

MFGM = Milk fat globule membrane

DIAAS = Digestible indispensable amino acid scores

MPC = Milk protein concentrate

EPA = Eicosapentaenoic acid

MPI = Milk protein isolate

FOS = Fructooligosaccharides

mt = Metric tonnes

lcFOS = Long-chain fructooligosaccharides

NTD = Neural tube defects

scFOS = Short-chain fructooligosaccharides

PL = Phospholipids

GA = Gangliosides

RUSF = Ready-to-eat supplementary foods

GDM = Gestational Diabetes Mellitus

RUTF = Ready-to-eat therapeutic foods

GDP = Gross domestic product

SA = Sialic acid

GI = Glycaemic index

SGA = Small for gestational age

GLA = Gamma linolenic acid

SMP = Skim milk powder

GMP = Good manufacturing practices

UHT = Ultra-high temperature

GOS = Galactooligosaccharides

UN = United Nations

GRAS = Generally recognised as safe

UNICEF = United Nations International Children's Emergency Fund

HMO = Human milk oligosaccharides

WHO = World Health Organization

IF = Infant formula

WMP = Whole milk powder WPC = Whey protein concentrate

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References

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