The infant formula goat milk powder market is currently dominated by Jiabei Aite, which originally belonged to the old Dutch brand Hypnokai, one of the earliest infant milk powder manufacturers in the world. In 2011, Hunan Aoyou Dairy acquired a 51% stake in Hypnuokai, and thus introduced Jiabei Aite brand goat milk powder into the Chinese market. In 2015, Ausnutria completed the acquisition of 100% of the equity of Hypnokai and officially made efforts in the field of goat milk powder.
After Ausnutria introduced Jiabei Aite, it put a lot of energy into advertising. In 2019, Ausnutria Group's marketing expenditure was 1.771 billion yuan, accounting for 26.3% of revenue, and the publicity was mainly aimed at the Chinese market. Correspondingly, according to the "2019 China Infant Goat Milk Powder Market Research" released by Nielsen, the sales share of Jiabei Aite imported infant goat milk powder reached 64.0% in 2019, and no brand can match it in terms of market share and popularity. The acquisition of Hypnuoka has boosted Ausnutria's layout of the global market industrial chain, and Jiabei Aite goat milk powder products have been sold to 66 countries and regions around the world.
Similar to Blue River, Jiabei Aite has its own pastures and factories in the prime milk source. The Dutch farms of Jiabei Aite have safety certifications such as COKZ, which is the authority in the field of dairy and egg control in the Netherlands, and Qlip, which is an independent third-party testing organization that supervises and certifies the production links such as pasture, transportation and dairy processing.
Jiabei Aite products are divided into two series, Yuebai 800g is priced at 400 yuan a can, and the price of Youbai is 315 yuan, the difference between the two is only that Yuebai adds OPO structural fat, while Youbai uses palm oil to simulate the formation of breast milk fat. Palm oil is a controversial ingredient, but there is no clinical trial to prove that the addition of palm oil in milk powder is necessarily related to the dry and hard stool of the baby, and the addition of palm oil in milk powder is in line with the national standard for infant formula and can be safely given to infants and young children. The national standard has strict requirements for the nutritional content of infant formula, and the price difference between Yuebai and Youfang is nearly 100 yuan, but the actual formula gap is not so obvious.
At present, most of the carbohydrate sources of infant formula milk powder come from lactose, which is the same as the source of carbohydrates in breast milk. The national standard stipulates that lactose in infant (1 section) formula milk powder should account for 90% of the total carbohydrate ≥, and Jiabei Aite uses glucose syrup solids to supplement carbohydrate sources in 1, 2 and 3 milk powders, and the solid content of glucose syrup in 3 sections of the Youzhuang series is even greater than lactose. Although it meets the national standard and is harmless to the baby's body, the sweet milk powder will promote the baby's preference for diet, which is not conducive to the formation of good eating habits in the future.
Although the factory is close to the milk source, and the fresh milk can arrive at the factory within 2 hours after being squeezed out for processing, Jiabei Aite adopts a dry process that mixes all the raw and auxiliary materials in a dry state, which is theoretically easy to lead to uneven nutrient content.
In the past three years, Jiabei Aite has not been punished or reported, but the regulatory ability of the parent company, Ausnutria Dairy, is mediocre. In 2019, Ausnutria's Oz infant formula milk powder was inspected by the Fujian Provincial Institute of Product Quality Inspection and Research, and it was found that the detected value of vitamin A was lower than the value indicated on the product label and has been removed from the shelves. Aoz is one of the brands of Ausnutria in Australia, which is produced by a factory in Australia, and the Jiabei Aite factory is located in the Netherlands, not the same manufacturer.
