CBP Ingredient Surges +591.8% in Children's Milk Powder

Executive Summary#

Colostrum basic protein (CBP) children's growth milk powder surged +591.8% YoY to CN¥ 71.3 million in trailing-year sales, as active brands exploded from 6 to 138 between mid-2021 and mid-2023. Within the broader children's growth milk powder category, which itself grew +27.4% YoY to CN¥ 4.42 billion, CBP has emerged as the most dynamic ingredient-driven sub-segment. This analysis examines CBP market formation, consumer behavior shifts, and the competitive landscape shaping this rapidly evolving category.

Children's Growth Category Hits CN¥ 4.42 Billion on Premiumization#

Children's growth milk powder generated CN¥ 4.42 billion in MAT 2023 sales revenue, up +27.4% YoY, while sales volume declined -4.8% to 950 million units. This divergence between revenue growth and volume decline confirms that the category's expansion is driven entirely by premiumization, with consumers trading up to higher-priced, more functional formulations.

Within this broader category, CBP demonstrated extraordinary growth: trailing-year sales revenue reached CN¥ 71.32 million, up +591.8% YoY, with sales volume surging +671.0% to 136,000 units. Although the CBP segment remains below CN¥ 100 million in absolute terms, the growth trajectory and active brand proliferation signal a market rapidly taking shape.

Children's growth milk powder exceeds CN¥ 4.4 billion with CBP sub-segment surging +591.8% YoY

Efficacy Drives 46% of CBP Purchase Decisions#

The purchase attribute comparison between overall and CBP children's growth milk powder reveals one of the most dramatic consumer behavior shifts in the dairy market. Efficacy leaps from 9.0% to 46.0% as the primary purchase driver for CBP products, a five-fold increase that transforms this from a marginal consideration to the overwhelmingly dominant factor.

Sensory attributes collapse in importance for CBP buyers:

• Aroma drops from 30.0% to 11.0%
• Brewing results fall from 16.0% to 5.0%
• Taste declines from 15.0% to 5.0%
• Mouthfeel halves from 14.0% to 7.0%

CBP buyers are making deliberate, research-driven decisions to secure specific functional outcomes for their children rather than purchasing for flavor or convenience. This function-first mindset represents a fundamental departure from how parents have traditionally evaluated milk powder products, where sensory experience dominated the purchase decision.

CBP buyers prioritize efficacy at 46%, five times higher than overall category, signaling a function-first purchase mindset

Millennial Mothers Drive 66.2% of CBP Social Discussions#

The CBP interest group on social media is overwhelmingly female at 86.6%, with the 26-40 age range accounting for 66.2% of all discussions. This demographic profile precisely maps to the primary caregiver segment: mothers with children in the growth stage who are actively researching nutritional solutions.

Women aged 26-40 dominate CBP social discussions at 66.2%, confirming mothers as the primary purchase decision-makers

Active Brands Surge from 6 to 138 in Two Years#

The CBP market has undergone a remarkable structural evolution, transitioning from a single-brand niche to a multi-player competitive landscape in under three years. Active brands expanded from just 1 in October 2020 to 138 by June 2023, while active stores grew from 1 to 65 over the same period.

CBP market is rapidly formalizing, with active brands surging from 6 to 138 in two years

Key Takeaways#

• CBP children's growth milk powder surged +591.8% YoY to CN¥ 71.3 million in trailing-year sales
• Active CBP brands exploded from 6 to 138 between mid-2021 and mid-2023, signaling rapid market formation
• Efficacy drives 46% of CBP purchase decisions, five times higher than the 9% for the overall category
• Women aged 26-40 account for 66.2% of CBP social discussions, confirming Millennial mothers as the core audience
• Yeeper dominates with CN¥ 53.27 million in sales, but declining concentration signals opportunity for challengers

About the Data#

This analysis draws on Moojing Market Intelligence data covering MAT 2023 (July 2022 to June 2023). Moojing analyses brand and category performance across major Chinese e-commerce platforms. For full methodology and additional insights, see the complete Dairy Products whitepaper.