Korean baby formula products are mainly exported to China, Southeast Asia (Vietnam, Cambodia, etc.), and the Middle East (including Saudi Arabia). They have earned many fans among foreign consumers thanks to their multiple merits, such as high food safety, sophisticated design, and abundant nutrition customized for babies’ health. Exports of Korean baby formula recorded sales of US$ 121.5m, doubling in five years, from US$ 57m in 2012. Korean baby formula is especially popular in China, which last year imported 86% (US$ 104.9m) of the total exports of baby formula from Korea. Let us take a look at the leading Korean baby formula export brands that are present in the Chinese market.
Namyang Dairy Products
Namyang Dairy Products entered China in 2010. It mainly offers higher-priced, premium formula, such as Imperial XO, to Chinese consumers. The products contain healthy functional components (such as DHA) that are helpful to the brain development of babies. Namyang Dairy’s baby formula is sold at department stores and high-end baby specialty stores in China. From last year, the company is exclusively selling its formula product 星倍能 online through the famous shopping mall JD.com.
Namyang Products Co., Ltd.
Maeil Dairies released its premium baby formula, 金典名作, in the Chinese market in 2007. The launch of the product was accompanied with an aggressive campaign designed to raise brand awareness among the public through sales promotions in high-end department stores. Maeil Dairies has developed new premium products―such as 爱思诺 金典名作―and is continuously releasing special products, for example for babies with protein allergies. Thanks to these efforts, the company’s products are receiving a very positive response from the Chinese.
Maeil Co., Ltd.
Lotte Foods first made inroads into the Chinese market in 2007 with its low and middle-priced products and then expanded the customer base by adding premium alternatives Grand Noble and With Mom. Among the Korean baby formula producers, Lotte Foods was the first to obtain the Chinese HACCP (Hazard Analysis and Critical Control Point) and GMP (Good Manufacturing Practice) certifications in January 2016 in order to demonstrate the reliability of its products to local consumers.
Lotte Foods., Ltd.
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