The rapid expansion of the scale of the goat milk powder market is inseparable from the indiscriminate bombardment of Jiabei Aite advertising. Jiabei Aite is a goat milk powder brand owned by the Dutch century-old dairy group Hypnokai, and the brand history can be traced back to 1997. In 2011, Ausnutria Group, which is proficient in market layout, acquired Hypnoka, and after several years of operation, Jiabei Aite milk powder has been sold to more than 60 countries around the world. In 2019, Jiabei Aite accounted for 64% of the sales share of China's infant goat milk powder market, with a market penetration rate about twice that of the second place.
The dairy production model in the Netherlands is different from that of large dairy countries such as Germany and Australia, and the government encourages dairy animals to be raised on family farms, which is in line with the needs of dispersed dairy sheep breeding. The annual yield of dairy cows in the Netherlands is at a high international level of about 8,400 kg, while the annual yield of dairy goats has reached the top level, with an average yield of 944 kg in 2019 and about 600 kg in China during the same period. COKZ is the Dutch authority in the field of dairy and egg control, NGZO is the Dutch goat dairy organization, which stipulates detailed standards for pasture environment, veterinary, animal welfare, feed, milking and refrigeration, etc., and more than 50 goat milk supply farms in Jiabei Aite are certified by COKZ and NGZO.
Jiabei Aite only launched the adult milk powder Yingjia series in November 2019, only formula milk powder, the product is much more limited than Meiling, but the level is online. There are three types of high-calcium selenium-rich formula goat milk powder, probiotic prebiotic formula goat milk powder and maternal formula goat milk powder, all of which are based on skimmed goat milk powder as the main raw material, and the fat content is < 10g/100g. In order to compensate for the milky flavor of fat loss, lactose is added to make the milk powder taste sweet. Lactose metabolizes more slowly than monosaccharides and disaccharides such as glucose and sucrose, and is more friendly to people with three highs.
The main nutrient content of high-calcium selenium-rich formula goat milk powder is the highest, containing 25.5g of protein per 100g. The calcium content is 1310mg/100g, and the calcium is calcium citrate, calcium carbonate and calcium phosphate from high to low, of which the absorption rate of calcium citrate is second only to milk calcium, which is a high-quality added calcium, and the cost is high, and most adult formula milk powder only adds calcium carbonate. However, the price of 400g is close to 200 yuan, and the cost performance is not high.
Selenium-rich formula has been very popular in recent years, and almost every goat milk powder brand produces selenium-rich milk powder with a uniform addition of 18μg/100g. The selenium content of Jiabei Aite high-calcium selenium-rich formula goat milk powder is higher, which is 31μg/100g, and the recommended intake is 50μg/day. Selenium is an essential mineral for the human body, but it is also a toxicological, and the selenium content in a selenium-rich food is harmless, but it is not recommended to consume a variety of selenium-rich foods at the same time.
Probiotics The protein and calcium content of prebiotic formula goat milk powder is close to that of high-calcium selenium-rich goat milk powder, which is also suitable for middle-aged and elderly people to drink, adding two probiotics in addition to the conventional formula, and the price of 400g is also close to 200 yuan. The protein and calcium content of maternal formula goat milk powder only reaches the ordinary level, and the selling point is that it adds taurine, DHA, L-carnitine and other essential ingredients of infant formula, 800g is more than 300 yuan, which is also very expensive.
