With the increasing competition in the infant formula market, many formula brands are targeting the adult formula market. The company's main goal is to provide the best possible service to its customers. The company's goal is to provide the best possible service to its customers, and to provide the best possible service to its customers.
With the rise of the silver economy, the ability to meet the one-time supplementation of a variety of nutrients in the elderly milk powder has gradually become the middle-aged and elderly people's "new favorite", when the market demand for milk powder in the elderly to further open up, so that the milk powder is no longer purely exclusive to infants and young children.
Prices are positioned at the low end of the range
Because of the wide range of choices of nutritious food available to the elderly, this is not a consumer product that is in immediate demand. In this context, the price positioning of milk powder for the middle-aged and elderly by most companies is not high.
Searching for milk powder for the elderly on Jingdong, we found that the price of these products is not high, such as Yili Xinlive milk powder for the elderly high calcium selenium-rich 900g a barrel of 77.5 yuan, attention to cardiovascular, attention to the bones of the 900g a barrel of 126 yuan; Mengniu milk powder for the elderly multi-dimensional high-calcium powder for adult milk powder 800g * 2 cans of 99 yuan; Nestlé milk powder for the elderly Yiyoujianxin fish oil 800g cans of 114.9 yuan; Feihe milk powder high-calcium fish oil 800g cans of 114.9 yuan. Feihe high-calcium and multi-dimensional milk powder for middle-aged and old people 900g cans of RMB 88 yuan; Anyi classic milk powder for middle-aged and old people 800g cans of RMB 69 yuan.
It is easy to see that the retail price of milk powder products for the middle-aged and the elderly is still low, with most domestic 800g cans or 900g cans priced between 90-150 yuan, and most imported milk powder of the same weight priced between 60-200 yuan.
Mainly because most of the middle-aged and elderly milk powder is in the ordinary milk powder to add calcium, vitamins and other basic nutrients, coupled with raw materials, testing and other costs, production costs are lower, so the middle-aged and elderly milk powder prices have not been raised. Although the market has a lot of high-end positioning of functional milk powder appeared, but its consumers are more special needs of the population, the average consumer willingness to buy is not high, the price of milk powder in the elderly is not easy to go up.
Industry thinking: In the context of the steady increase in the income level of the population and the gradual enhancement of health awareness, the period of booming domestic adult milk powder, so that the competition in the middle-aged and old people's milk powder is also moving to a higher dimension. For milk powder enterprises, there is a huge market space for middle-aged and elderly milk powder, both in terms of scale and consumption cycle has great potential. But whether it can shoulder the burden of the next growth of dairy enterprises to be considered.
It is worth noting that, compared to the baby powder market, the basic nutritional research of the middle-aged and elderly milk powder is relatively weak, and the construction of their own nutritional system, it will take a long time to polish. At the same time, some companies launched the middle-aged and elderly milk powder and other adult milk powder difference is not very big, and according to the health needs of the middle-aged and elderly groups to create a differentiated product has become a top priority.