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Baby Food in Asia Pacific

January 2020

Asia Pacific is the largest market for baby food consumption, in which China plays a major role. Milk formula in the region is reaching bottleneck mainly thanks to the declining birth rate and improving breastfeeding rate whereas baby food except milk formula grows dynamically as it provides convenience for people with hectic lifestyles.

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Key Findings

Asia Pacific is a major region for baby food consumption

Asia Pacific is the largest region for baby food consumption globally, however its per capita consumption is rather small, lagging behind developed regions such as North America, Western Europe and Australasia. From 2014 to 2019, it has maintained a dynamic retail sales CAGR of around 5%.

China is the largest baby food market in Asia Pacific

China makes a major contribution to baby food consumption in Asia Pacific thanks to its large population base, low breastfeeding rate as well as persistent habit of consuming milk formula.

Milk formula growth decelerates while prepared baby food grows dynamically

Milk formula constitutes the majority of baby food and therefore its growth is not as robust as baby food except milk formula, among which prepared baby food grows the most dynamically as it provides convenience in catering to the hectic lifestyles in the region.

Top 10 brands face fierce competition

The ranking of top 10 brands in the region changes dramatically from 2014 to 2019 mainly due to the aggressive growth of China-originated brands such as Firmus from Feihe International Co and Jun Le Bao from Shijiazhuang Junlebao Milk Co.

Non-grocery specialists is the major channel

Non-grocery specialists is widely accepted in the region as the major distribution channel because of easy accessibility, one-stop shopping experience as well as instant interaction with parents.


Executive summary

Regional Overview

Asia Pacific in context
Asia Pacific market witnesses fluctuation from 2015 to 2019
China leads baby food consumption in Asia Pacific
Milk formula drives growth of baby food in Asia Pacific
Developed markets experience negative absolute growth in baby food
Japan and South Korea witness negative absolute growth in milk formula
Non-grocery specialists accounts for majority in most Asian countries
Easy accessibility and shopping experience prioritised in channel selection

Leading Companies and Brands

All countries except China witness less fragmented markets
China-originated companies take five places in top 10 players
Top 10 companies are China skewed
Fierce competition among top 10 brands in Asia

Forecast Projections

China is forecast to maintain its dominant position in baby food
Product diversification and upgrade is key to drive up sales in China
Soft drivers negatively impact baby food in Asia
China and India exceed in unmet market potential
Key drivers for baby food consumption analysis

Country Snapshots

China: market context
China: competitive and retail landscape
Hong Kong, China: market context
Hong Kong, China: competitive and retail landscape
Taiwan: market context
Taiwan: competitive and retail landscape
Japan: market context
Japan: competitive and retail landscape
South Korea: market context
South Korea: competitive and retail landscape
Indonesia: market context
Indonesia: competitive and retail landscape
Thailand: market context
Thailand: competitive and retail landscape
Philippines: market context
Philippines: competitive and retail landscape
India: market context
India: competitive and retail landscape
Vietnam: market context
Vietnam: competitive and retail landscape


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