• Digestive/gut health is the leading health claim for dairy launches tracked across both China and Asia during 2014 and 2015.
• The total share of the top 5 health claims increased in China, whereas it remained stable in Asia over the last 2 years.
Top health claims for dairy category in China vs. Asia
• The US market is one of the main markets: one in four dairy launches now carries a protein claim. Australia and UK follow a
similar trend path. The Chinese market has experienced a surge in protein NPD in 2016.
Protein trend is taking off in major markets, including China
2013 2014 2015 2016H1
Share (%) of dairy launches which carries a protein claim
United States Australia Brazil China Germany United Kingdom
24% of consumers in China increased their intake of protein drinks
Because it is healthy
I buy it for my children
There is more variety and novelty available
Due to a change in my budget
My taste preference has changed
Why have you increased your consumption of protein drinks?
Protein enriched Greek yogurt is now entering Asian markets
JAPAN SOUTH KOREA CHINA
Chichiyasu No Fat Greek Yogurt
(Japan, Oct 2016)
Claims/Features: No fat. Double
protein. Protein: 7.3g/100g.
Danone Frozen Greek Style Yogurt: Vanilla
(South Korea, Aug 2016)
Description: 6 x 90g plastic pots of vanilla
flavored greek style yogurt. Good for freezing
for seven hours to make a frozen greek
yogurt ice cream. Protein: 5%.
Yili An Muxi Greek Yogurt Drink
(China, Jun 2016)
With yogurt bacteria studied in
agricultural university of Athens, Greece.
35% more protein than the national
standard yogurt drink. Thick and
• Yogurt and or yogurt drink is for many a household staple and considered a healthy addition to the diet.
• 53.6% of Chinese consumers has increased yogurt consumption. Their motivation to consume more is health driven and
facilitated by more choice on the shelf.
More choice in healthy yogurts triggers consumption
Because it is healthy
There is more variety and
My taste preference has
Due to a change in my
Why have you increased your
consumption of yogurt?
Mei Yi Tian Pure Day Meiyitian Live Bacteria
Yogurt Drink: Cranberry And Chia Seed Flavor
(China, Jun 2016)
Description: Live bacteria yogurt drink with cranberry and
chia seed flavor, in a 260ml plastic bottle.
Claims: Contains live bacteria: streptococcus
thermophilus, lactobacillus bulgaricus, bifidobocterium
infantis, lactobacillus plantarum and lactobacillus
rhamnosus. Contains high quality milk protein.
• Yogurt products with a natural and clean (or clear) label positioning will draw most attention from the Chinese consumers.
Strong demand for natural, clean label products
Made with real ingredients
No artificial flavors or colors
Choose the factors that most influence your purchasing decision when purchasing yogurt
(up to three factors) (China, 2016)
ELDERLY ARE MORE CONCERNED ABOUT HEALTH
• By 2050, 1 out of 4 Chinese citizens is expected to be
aged 65 or over.
CHINA’S AGEING POPULATION
0% 10% 20% 30% 40%
% of country population aged 65+
• Mobility related health issues like osteoporosis, bone
health and joint health problems are among the most
important concerns for Chinese consumers.
Preparing for the dietary needs of an ageing population
KEY HEALTH CONCERNS FOR CHINESE CONSUMERS
• Chinese manufacturers respond to health concerns by
launching more products with health claims relevant for
the aging population.
RISING NPD FOCUSING ON AGEING POPULAITON
0% 20% 40% 60% 80%
Joint health problems
% of consumers reporting to be very/extremely
2012 2013 2014 2015
New product launches tracked with the following
(China, 2012 – 2015, indexed 2012=100)
• Calcium / Vitamin D & protein
Healthy ageing drives NPD growth around mobility
• Collagen & glucosamine
• DHA and brain health are significantly more important in China and the US compared to the globe as a whole.
• DHA and brain health are more important in the US compared to China, and digestive/gut health, immune health and
vitamin/mineral fortified vice versa.
Key health claims of infant milk formula in China and in the US
DHA Brain Health Digestive/Gut Health Immune Health Vitamin/Mineral
Top 5 health claims of IMF launches tracked
China US Total global
DHA + ARA DHA + CHOLINE DHA + ARA + CHOLINE+ TAURINE
Hero Baby Stage 2 Premium
Nutrasense Follow-On Milk Formula For
Babies (China, Nov 2015)
Claims/Features: With five kinds of nucleotides,
GOS as soluble dietary fiber, DHA/ARA (long-
chain polyunsaturated fatty acids), vitamin D,
and calcium. Nutrasense formula: The unique
Friso Prestige 2 Follow On Formula For
Babies From 6 To 12 Months (China,
Claims/Features: Contains nucleotides and
choline. DHA helps normal development of
Nouriz Collection Stage 1 Platinum
Goat Milk Based Powdered Formula
For Babies From 0 To 6 Months (China,
Claims/Features: With DHA, ARA, taurine,
dietary fiber (GOS and polyfructosan),
nucleotides, choline and inositol.
• Whey protein is included in 70% of total IMF launches tracked in China, while it was only added to 35% in SEA region.
Whey protein is dominating the Chinese IMF market
2012 2013 2014 2015
China: infant formula launches tracked with whey protein (2011- 2015)
• Prebiotic fibers are added to 70% of IMF launches in SEA and 87% in China.
Prebiotic fibers key in SEA and China
Laboratoire Gallia Pronutra+
Croissance Stage 3 Aliment
Lacte En Poudre Pour Enfants En
Bas Age A Partir De 12 Mois: Milk
Formula Powder For Infants
From 12 Months (Vietnam, Dec
Claims/Features: Pronutra+ with the
unique blend of ingredients. Prebiotics
contributes to the development of
intestinal flora. ...
Lactona Gold 1 Plus Formula
Lanjutan Untuk Anak Usia 1
To 3 Th Rasa Vanilla:
Advanced Milk Formula With
Vanilla Flavor For Children
From 1 To 3 Years (Indonesia,
Claims/Features: Contain prebiotics
(inulin), it helps maintain
Herds Bei Rui Zi Goat Milk
Powder For Infant Formula
From 0-6 Months (China, Nov
Claims/Features: Contains lutein,
nucleotides, multivitamin, lactoferrin,
choline, phospholipid, linoleic acid and
algae oil. HACCP certified. GMP
certified. Contains prebiotics (GOS