艾媒咨询 | 2026年中国奶粉行业发展研究报告

数据显示，2006-2025年中国牛奶产量由2944.62万吨增长至4090.88万吨，稳定的奶源供给为奶粉行业发展奠定基础。近年来，中国奶粉市场规模持续扩容，产品结构不断丰富，海外市场稳步拓展，高端化与国际化成为行业重要发展方向。
当前，中国奶粉行业集中度持续提升，伊利、飞鹤、蒙牛等龙头企业市场份额稳步增长，中小品牌加速出清。婴配粉市场保持稳定发展，羊奶粉、有机奶粉、A2奶源奶粉及HMO、乳铁蛋白等功能性配方产品需求持续增长。与此同时，育儿支持政策和消费升级进一步释放市场潜力，推动行业向高品质、精细化方向发展，市场资源持续向头部企业集中。(《2026年中国奶粉行业发展研究报告》完整高清PDF版共36页，可点击文章底部报告下载按钮进行报告下载）
Data show that China's raw milk output increased from 29.45 million tons in 2006 to 40.91 million tons in 2025, providing a solid foundation for the development of the milk powder industry. In recent years, the Chinese milk powder market has continued to expand, with

艾媒咨询 | 2025年H1中国奶粉行业运行数据监测半年报

2025年，中国奶粉行业在复杂环境下不断探索前行，上半年的发展呈现出一系列新特征与新趋势。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年H1中国奶粉行业运行数据监测半年报》数据显示，2024年中国羊奶粉市场规模为192.5亿元，同比增长15.20%，预计2028年将突破350亿元。艾媒咨询分析师认为，中国奶粉行业细分赛道百花齐放，羊奶粉、有机奶粉等增长潜力持续释放，儿童奶粉、女性奶粉、中老年奶粉等细分品类快速崛起，拓展了行业增长空间。
In recent years, China's infant formula industry has undergone numerous changes and challenges. Profound market adjustments and dynamic changes have become the main theme of the industry's development. Since 2020, affected by multiple factors such as the continuous decline in the birth rate and the increasingly rational consumer market, the milk powder industry has bid farewell to its past period of rapid growth. The growth rate of the market size has slowed down, and in some years, it has even shown a contraction trend. Entering 2025, the industry has continued to explore and move forward in a complex environment. The development in the first half of the year has presented a series of new features and trends. According to the latest "Semi-annual report on the operation data monitoring of China's milk powder industry in the first half of 2025" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, the market size of goat milk powder in China was 19.25 billion yuan in 2024, with a year-on-year growth of 15.20%. It is expected to exceed 35 billion yuan in 2028. Analysts from iiMedia Research believe that the Chinese infant formula industry features a diverse range of sub-sectors. The growth potential of goat milk powder and organic milk powder continues to be unleashed, while sub-categories such as children's milk powder, women's milk powder, and milk powder for the middle-aged and elderly are rising rapidly, expanding the industry's growth space.

艾媒咨询｜2024-2025年中国羊奶粉市场消费趋势洞察报告

因羊奶粉拥有小分子、易吸收、不易致敏、不易长胖的天然优势，越来越多消费者开始将目光转向营养丰富的羊奶粉产品。在居民健康营养观念升级、羊奶粉市场监管规范化、以及银发一族的需求日益增长的大背景下，羊奶粉市场发展迅速升温，各大乳企龙头纷纷布局欲抢占先机。iiMedia Research（艾媒咨询）数据显示，2023年中国羊奶粉市场规模为167.1亿元，同比增长12.7%；预计2028年将突破350亿元。各年龄段羊奶粉消费类型呈现差异化，成人羊奶粉消费者中，41-60岁的中老年消费者占比更高，为69.9%；而婴幼儿配方羊奶粉消费者更多为23-40岁的中青年，占比37.5%。矿物质、维生素多与营养丰富成羊奶粉产品优势共识，54.4%消费者认为羊奶粉优势在于富含矿物质和维生素，47.9%消费群体看中羊奶粉的营养丰富。羊奶粉赛道市场扩张迅速，行业竞争激烈，产品全年龄段覆盖率加深，品类逐渐多元化。在中国老龄化已成趋势、消费者品质需求升级大背景下，奶源地的建设与供应链的完善，是企业在未来羊奶粉市场的竞争中领先致胜的关键与核心。
Due to the natural advantages of goat milk powder, such as small molecules, easy absorption, low allergenicity, and low likelihood of causing weight gain, an increasing number of consumers are turning their attention to nutrient-rich goat milk powder products. Against the backdrop of an upgrade in residents' health and nutrition concepts, standardization in the goat milk powder market regulation, and a growing demand from the elderly population, the goat milk powder market is rapidly heating up. Leading dairy enterprises are actively positioning themselves to seize first-mover advantage.According to data from iiMedia Research , the size of China's goat milk powder market was 16.71 billion yuan in 2023, representing a year-on-year growth rate of 12.7%. It is projected to exceed 35 billion yuan by 2028. Consumption patterns for goat milk powder vary across different age groups: among adult consumers, those aged between 41-60 account for a higher proportion at 69.9%, while young and middle-aged consumers aged between 23-40 make up 37.5% of consumption.Minerals and vitamins are widely recognized as key strengths contributing to the nutritional richness of goat milk powder products; with approximately 54.4% of consumers acknowledging its mineral and vitamin content as advantageous factors while around 47.9% value its overall nutritional richness.The rapid expansion in the competitive landscape within the goat milk powder market has led to fierce industry competition with product coverage expanding across all age groups and categories gradually diversifying.In light of China's aging population trend and rising consumer demands for quality upgrades, it is imperative that companies focus on establishing dairy sources and enhancing supply chains as critical components for leading future competition within the goat milk powder market.

艾媒咨询|2020年5-6月中国母婴行业运行状况及企业商情动态双月度报告

本报告研究涉及企业/品牌/案例：贝因美、飞鹤、英式、健合集团。

2019年中国婴幼儿配方奶粉进口34.55万吨，同比增长6.5%。艾媒咨询分析师认为，婴幼儿奶粉及辅食基本是刚性需求，特别是在电商、跨境电商和直播带货等形式的普及下，中国婴幼儿奶粉及辅食行业受到的疫情冲击不大。

In 2019, China imported 345,500 tons of infant formula milk powder, a year-on-year increase of 6.5%. IiMedia Research believes that infant milk powder and complementary foods are basically rigid demands. Especially under the popularization of e-commerce, cross-border e-commerce and live streaming, China's infant milk powder and complementary food industries are not affected by the epidemic.

艾媒报告|2019年12月中国母婴行业运行状况及头部企业月度监测报告

本报告研究涉及企业/品牌/案例：巴拉巴拉，全棉时代，帮宝适，NIKE，DAVE&BELLA，好孩子，可优比，Moony，贝因美，辉山乳业，阿里云，蒙牛，浙江一鸣，Gerber/嘉宝，Little Freddie/小皮，Heinz/亨氏，Earth’s best/爱思贝，Happy baby/禧贝，Engnice/英氏，Bellamy’s/贝拉米，方广，Eastwes/伊威，RIVSEA/禾泱泱，bio island，Childlife/童年时光，Nemans/纽曼思，Baby Ddrops，BIOSTIME/合生元，Nature’s Way，Eric Favre，CULTURELLE/康萃乐，Autili/澳特力，Ostelin，佳贝艾特，卡洛塔妮，可瑞康，御宝，蓝河，百跃谱恩，圣元圣特拉慕朵拉小羊，羊羊100，和氏，爱他美，启赋，a2，美素佳儿，飞鹤，美赞臣，雅培，惠氏，诺优能，君乐宝，雅培菁智有机，惠氏启赋蕴萃，Healthy times 爱斯时光，飞鹤臻稚，Alra宝贝与我，Neolac悠蓝，蒙牛瑞哺恩，Hipp喜宝，澳优淳璀

随着二孩政策的全面开放、消费升级和她经济崛起，母婴产业发展势头迅猛。本报告主要通过月子中心、婴儿食品、母婴购物、亲子教育四方面对母婴产业进行热点监测及数据分析。iiMedia Research（艾媒咨询）数据显示，2019年，中国月子中心数量可达4439家，但母婴电商获得投融资金额和数量均为近四年最低值。分析师认为，母婴各细分行业负面新闻不断，需要进一步加强行业规范和监管力度，以提升产业竞争力。

With the full opening of the two-child policy, the upgrading of consumption and the rise of her economy, the mother and infant industry is developing rapidly. This report mainly conducts hot spot monitoring and data analysis on the mother and infant industry through four aspects: the confinement center, baby food, mother and baby shopping, and parent-child education. According to iiMedia Research, in 2019, the number of monthly child centers in China can reach 4,439, but the amount and number of investment and financing for mother and baby e-commerce are the lowest in nearly four years. Analysts believe that the negative news in the various mother and infant sub-sectors continues, and it is necessary to further strengthen industry norms and supervision in order to enhance industrial competitiveness.

艾媒报告|2019年中国婴幼儿奶粉市场研究与消费者洞察报告

本报告研究涉及企业/品牌包括:诺优能、爱他美、惠氏、雅培、美赞臣、美素佳儿、雀巢、喜宝、A2、英国牛栏、伊利、圣元、雅力士、贝因美、多美滋、飞鹤、合生元、完达山、君乐宝、三元、蒙牛乳业、H&H国际控股、光明乳业、澳优、三元股份、雅士利国际、*ST因美

2018年中国婴幼儿奶粉市场销售额达到2221.0亿元，同比增长18.6%。预计至2020年，中国婴幼儿奶粉市场规模将继续扩张至2955.1亿元。随着中国婴幼儿奶粉市场的进一步规范，在漫长的十年恢复期后，飞鹤、伊利和贝因美等国产奶粉品牌都取得了一定的市场份额。iiMedia Research（艾媒咨询）调研数据显示，目前有19.7%中国消费者更倾向于购买国产奶粉，并且三四线城市消费者对于国产奶粉信心更强，购买国产奶粉意愿比例分别为28.1%和28.9%。在购买婴幼儿奶粉购买过程中，奶粉的品牌声誉对于消费者的购买决策的影响最大，超过四成消费者会通过网络传播获取奶粉信息。近八成消费者购买奶粉的价格在200-400元之间，四成消费者最关心婴幼儿奶粉的营养功能。奶粉配方注册制施行后，大量杂牌、贴牌被清出市场，同时许多进口奶粉品牌因无配方注册资格而无法进行线下销售，在三四线城市将有120-140亿元的市场空间。艾媒咨询分析师认为，未来三四线城市的奶粉市场将成为国产品牌打好翻身仗的关键。

In 2018, Chinese infant milk powder market reached 222.1 billion RMB and the growth rate is 18.6%. It is expected that Chinese infant milk powder market will continue to expand to 295.51 billion RMB by 2020. With the further standardization of Chinese infant milk powder market, after a long recovery period of ten years, domestic milk powder brands such as Firmus, Yili and Beingmate have gained a great market share. According to iiMedia Research, 19.7% of Chinese consumers are more inclined to purchase domestic milk powder brands and consumers in third-tier and fourth-tier cities have stronger confidence in domestic milk powder, with 28.1% and 28.9% purchase intention respectively. In the process of infant milk powder purchase, brand reputation of milk powder has the greatest influence on the purchase decision. More than 40% of consumers search information about milk powder through the Internet. Nearly 80% of consumers buy milk powder at a price between 200 and 400 yuan and 40% of consumers are most concerned about the nutritional function of infant milk powder. After the implementation of the registration system of milk formula, a large number of unregistered and labeled milk powder brands have been removed from the market. Meanwhile, many imported milk powder brands are unable to carry out offline sales due to their lack of qualification for registration of formula. Therefore, there will be a market space of 12 to 14 billion RMB in third-tier and fourth-tier cities. iiMedia consulting analyst believes that milk powder market of three or four tier cities is the key for domestic brands fighting a turnaround in the future.