Catering to Chinese parents’ food safety concerns
Mintel
Mintel
Mintel
Although Chinese parents are more relaxed about food safety today, it is important to note that food safety is still a concern for them.
Local infant milk formula brands need to strengthen their safety credentials
Recent efforts made by local Chinese dairy brands have turned things around for the dairy industry which is now regarded as safer and more reliable. According to Mintel research, nearly half of Chinese parents now trust local milk sources. However, they still hold less positive perceptions of IMF from China than those from international sources.
As a country of origin for IMF, China scored relatively low on most product attributes, lagging behind other regions. Australia and New Zealand are seen as safe sources of IMF, as is Western Europe.
The opportunity for local brands lies in their superior credentials as suppliers of products suitable for Chinese babies. In all, China’s local IMF brands still have work ahead of them to build their credentials, from food safety to nutrition, in order to become an appealing choice to parents of babies or toddlers.
Nutrition and absorption equally important
Alongside milk origin, nutrition and absorption have become the most influential factors of premiumisation for Chinese parents buying IMF. Most parents would pay more for a product that is more nutritious, can be better absorbed, and from a milk origin that is more pure and natural, according to Mintel research. Other perceptions such as fresh and organic are slightly less important considerations for Chinese parents. Though a hot trend in recent years, organic IMF is no longer considered one of the top premium features.
What Mintel thinks
Due to the food safety scandal in China many years back, local Chinese IMF brands still need to reassure Chinese parents on food safety and must keep working on strengthening their safety credentials. Meanwhile, since nutrition and absorption are of equally high importance, there is opportunity for brands to tap into parents’ desire for superior nutrition and better nutrient absorption.
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Topic world Food safety
Food safety is at the heart of the food and beverage industry. It ensures that the food we eat every day is not only nutritious, but also free of harmful contaminants. From field to plate, the industry monitors and regulates every step of the process with strict quality controls, advanced testing methods and continuous research.
Topic world Food safety
Food safety is at the heart of the food and beverage industry. It ensures that the food we eat every day is not only nutritious, but also free of harmful contaminants. From field to plate, the industry monitors and regulates every step of the process with strict quality controls, advanced testing methods and continuous research.