Maternal nutrition is a hot new opportunity in emerging markets, according to a Zenith Global report.
In many parts of Asia, the concept of optimal nutrition during the first 1,000 days of a baby’s life (from conception to two years old) is capturing the attention of mothers and their families.
The report states maternal nutrition products, formulated to meet the needs of pregnant and lactating mothers with the promise of taller, smarter, healthier children, are filling this need.
Sales in the region are growing at an estimated 20% year on year.
This rapid expansion is fueled by: rising incomes; supportive government policies and program that aim to reduce stunting and malnutrition; new scientific findings on the role of dairy nutrients; a lack of regulations; and freedom to promote.
About 13 million households are the core target at any time, and innovation opportunities abound.
When future sales of infant formula might be held back by regulatory constraints and growing rates of breastfeeding in the region, there appear to be few limits to the growth of dairy-based maternal nutrition supplements, in particular in countries where habitual diets may not be sufficient to meet a mother’s needs during pregnancy and lactation.
The 2019 Zenith Global Dynamic Maternal Nutrition Market in Asia Report examines the drivers behind this explosive growth, and estimates it represents a potential market of up to 475,000 tons of dairy ingredients by 2023 – from commodity milk powders to high-value specialty products derived from dairy proteins and milk fat.
The report analyses consumption scenarios, product formulations, packaging, positioning, claims and regulations, as well as segmenting the market by price/affordability.
It also lays out potential innovation strategies that may help further expand the category across Asia, with a focus on China, Southeast and South Asia.