In recent years, the development of goat milk powder has a good momentum. The data shows that the market size of goat milk powder reached 3.5 billion yuan in 2014, while the market size of infant formula milk goat powder exceeded 5 billion yuan in 2016. The size of goat milk powder market in 2017 is likely to have reached 60 -7 billion, and the goat milk powder market size is expected to reach 10 billion yuan in 2020. At the same time, there have been more and more disputes about goat milk powder, and the topic about goat milk powder has continued to ferment. Goats milk powder that is gaining momentum has once again become the focus of attention, and various disputes about goat milk powder have also become prominent.
There is a saying in the industry that "goat milk in the world looks at China, and Chinese goat milk looks at Shaanxi". The price of Shaanxi goat milk is very representative of the market, and it also affects the nerves of the industry. Since the beginning of the spring of this year, the purchase price of Shaanxi goat milk has skyrocketed, from 5.4 yuan per kilogram to 9.4 yuan during the period when milk collection was stopped last year. The chairman of Honghui Group Pu Guanghui also announced recently that the ex-factory price of D90 desalted goat whey powder was raised from 150,000 yuan / ton to 250,000 yuan. The skyrocketing milk prices have put pressure on goat milk powder companies, and some people have begun to look at pure goat milk. Today, the Shaanxi Dairy Industry Association issued a guide price for the purchase of fresh goat milk in 2018, which was priced at 7 yuan per kilogram, and fluctuated by no more than 10% to control the skyrocketing price. At the same time, with the arrival of the peak milk production season, some people in the industry bet that the purchase price of goat milk will fall back to normal. The new media of "Milk Circle" will continue to pay attention to whether the price has dropped.
Controversy 2: The battle between milk powder and goat milk powder
The debate about goat milk and milk has always existed, and now with the expansion of the goat milk powder market, the debate has spread. Some people think that the nutritional effects of goat milk powder are exaggerated. They are the same formula powder. There is no difference in nutritional content between goat milk powder and milk powder. It is also believed that, although they are both formula powders, goat milk powder and milk powder have fundamental differences in the source of raw materials. Compared with milk, goat milk is smaller in molecular structure of protein and fat globules, which is less prone to allergies and easier to digest and absorb.
Controversy 3: Is pure goat milk a steamed bun?
Controversy in the market for pure and non-pure goat milk has never stopped, especially the formula registration system requires that the product must indicate the percentage of goat milk powder added per 100g of goat milk powder and the source of whey protein. Whether 100% goat whey protein or added cow whey protein has become the focus of controversy. Some people think that pure goat milk is just a steamed bun. There is not much difference in nutritional composition and content between goat whey and cow whey. Pure goat milk is hype in concept.
The emergence of these controversies indicates that goat milk powder has reached the cusp. The new media of "Milk Powder Circle" believes that controversy is a good thing for the goat milk powder industry, indicating that the attention level of goat milk powder and even pure goat milk has reached a higher level. At a high level, there are still many things to say about how to look at these controversies and how to do a good job in the goat milk powder industry.
First, pure goat whey and cow whey
Desalted whey powder refers to whey powder made from pasteurized fresh whey without any preservative added through physical separation technology (electrodialysis, ion exchange) desalting, low temperature concentration and spray drying. According to different sources, whey powder is divided into desalted whey powder and desalted whey powder. Desalted whey powder is generally called desalted whey powder. If we see "desalted whey powder" on the ingredients list of goat milk powder, it means Desalted cow's whey powder is added, and this goat milk powder generally belongs to non- pure goat milk powder .
Due to different sources, goat whey powder and bovine whey powder have different structures or proportions in protein, lactose, and fat. In comparison, goat milk has high whey protein content, and it does not contain the allergenic protein in milk, which is closer to breast milk. The lower casein content and smaller protein molecules also make goat milk easier to digest and absorb, which is not easy. Causes allergic symptoms such as abdominal pain and diarrhea. Sheep's whey has lower lactose content than breast milk, small lactose particles, and the appropriate ratio of α-lactose and β-lactose, which can be easily broken down. The adenosine triphosphate contained in it can help digest lactose. For lactose intolerant babies, goat milk powder is a better choice. At the same time, the content of minerals, vitamins and other micronutrients in goat whey is higher than that of bovine whey. The minerals in it are free. Its proper calcium-phosphorus ratio and smaller calcium molecules are more beneficial to the baby's absorption of calcium. More to meet the needs of baby growth and development. Although the controversy says that the nutritional composition of goat whey is similar to that of cow whey, especially the nutritional ratio of formula powder is formulated in strict accordance with national requirements, but the real difference lies in digestibility, absorption rate and sensitization rate. In these three points, goat whey powder is significantly better than cow whey powder.
Due to the scarcity of upstream pure goat whey resources, the high price of pure goat milk powder and the sensitivity of consumers to prices, we do not think that only 100% pure goat whey milk powder can survive in the market. For a long time, pure Goat whey powder and non-pure whey powder will coexist. As of April 3, there are 84 goat milk powders that have passed the formula registration list announced by the State Food and Drug Administration, including 31 pure goat whey powders, pure goat whey powders and non-pure goat whey powders in the series. The quantity ratio is 4: 6. I checked the official Tmall store price and saw that the price of 3 sections of Jiabeiite Gold Pack was 428 yuan / 800g; the price of section 3 of Betejia goat milk was 398 yuan / 800g, and the price of Shengyuan Youbo goat milk was 3 The price is 398 yuan / 800g. 800g of non-pure goat whey powder 3 sells for less than 300 yuan. Through comparison, it is found that the price of non-pure goat milk powder is generally lower than that of pure goat milk powder.
Ternary competition pattern of milk, goat milk and sheep milk
With the expansion of goat milk powder market and the breakdown of goat milk powder categories, the milk powder market has formed a ternary competition pattern of milk, goat milk and sheep milk. This is both an opportunity and a challenge for dairy companies. During the rapid development of the industry, the survival of the fittest will inevitably occur. In the final analysis, competition is in supporting milk source facilities, accurate market positioning, innovative marketing models, mature operating teams, and quality services. Whoever does a good job wins the competition.
"Milk powder circle" new media believes that small and medium-sized dairy companies must grasp consumer demand, continuously improve product categories, focus on product quality, and deepen formula development to better survive. Large dairy companies need to focus on the layout of milk sources and strengthen Control to respond to market changes.
Will organic goat milk powder appear in the future?
With the upgrading of consumption, organic milk powder and goat milk powder appear in the high-end category of milk powder. Dairy expert Song Liang said: "In the future, high-end products must be dominated by scarcity of resources. Both organic and pure goat milk have such characteristics and development. The prospects are bright. "We noticed that various types of dairy companies such as Feihe, Shengyuan, Ausnutria, Yipin, and Batega have launched their own goat milk powder and even pure goat milk powder, and actively control the upstream raw materials, Bate Jia uses organic goat milk powder raw materials, and dairy companies such as Blue River and Zhiguan have also proposed a vision of marching into organic goat milk powder. Organic goat milk powder may become a reality in the future.
No matter how controversial the goat milk powder, the price, the purity, or the cattle or sheep, it all shows that the goat milk powder has become a decisive category. This is also a public opinion for the goat milk powder, adding more attention. The capacity of the market will continue to increase. It is undeniable that in the market competition of the fittest, whether it is the current small and medium brands or the future big brands, whose products are more powerful, whose teams are more powerful, and whose methods are more in line with consumer needs Market demand, who can better base themselves on the market. The debate over goat milk powder should not stop, and the attitude of making milk powder must be adhered to. Goat milk powder has a strong momentum. In the end, it still depends on market means to solve development problems, not administrative means or public opinion attacks. No matter how much controversy, we still have to speak with facts, do things well, and do things in a down-to-earth manner.
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