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Trends Hub: a2 Milk Company Facing New Rivals in China’s A2 Protein Milk Powder Market

Hot A2 Protein Milk Powder Market

China, the world’s largest infant formula market, has understandably become a significant battleground for international milk powder companies. The unprecedented success of the A2 milk company in China has sparked huge interest in A2 infant formula products. Growing demand for A2 protein milk powder is prompting development of new products to cash in on this lucrative and promising niche market. According to Smart Path, an e-commerce consulting firm, demand for A2 milk powder in China rose 37%[1] in February 2019 from a year earlier.

The success of the a2 Milk Company, the pioneer of A2 protein milk powder in China is remarkable. Even more remarkable is that its sales and continued upward trajectory has been achieved in China’s ultra-saturated, ultra-competitive market which is currently in the throes of a period of relative stagnation precipitated by a paradoxical decline in China’s birth rate despite the removal of China’s one child policy restrictions.
According to the a2 Milk Company's annual report for fiscal year 2019, the revenue of its China business unit reached 406 million New Zealand dollars, up 73.6% year on year. The company’s sales of infant formula in China reached 393 million New Zealand dollars, or about 1.795 billion yuan[2].

China has become the largest overseas market for the a2 Milk Company[3], just 6 years after it first launched its A2 beta-casein protein milk powder into China in 2013.

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