Else Nutrition Holdings Inc (Else) has recently launched its flagship Chinese store on Tmall Global, with the plan of selling Else Nutrition Toddler Formula and Baby Cereal products directly to Chinese consumers through the store. The opening of the Chinese store is the 3rd market for Else in its international expansion. China is the world’s largest market for infant nutrition.
“Selling our innovative, plant-based, clean pediatric nutrition products in China is a key milestone in the company’s strategic plan to become a player in the global infant nutrition market. Following our recent growth in North America, we are on track for expansion globally. We are very excited to help fulfill the increasing demand in China for a dairy & soy-free pediatric nutrition alternative, and provide China’s youngest generation with nutritionally balanced, whole plant, clean, dairy and soy-free alternatives, especially considering the very high rate of lactose intolerance in China of about 22.4%, the additional suspected lactose intolerant population of about 25%, and the proportion of infants and toddlers under 2 years who claim to experience allergic symptoms is as high as 40.9% (3.7 million infants/toddlers),” said Hamutal Yitzhak, the CEO and Co-Founder of Else.
Yitzhak mentioned that another reason for the rising popularity of plant-based alternatives is Chinese consumers’ rising awareness of health and sustainability which has led to increasing consumption of plant-based milk, especially among Gen Z and Gen Y consumers. The average annual growth rate of the Chinese plant-based milk industry is expected to remain above 20% in the next few years, and the market size is expected to reach Rmb 300 billion Yuan (US$56.65 billion) by 2025.
In 2021, the global infant formula market was estimated at US$77 billion and is expected to grow to US$110 billion by 2026. China will remain the market leader with about 40% of the global market share. China’s infant formula market is projected to grow at a CAGR of 8% from US$30 Billion in 2021 to US$40 Billion by 2025. Else chose to partner with Baozun, the largest e-commerce service provider in the market, to ensure the most effective penetration. The flagship store is already open on Tmall. WeChat, JD and Douyin stores are scheduled to open during the final quarter of 2022 to increase reach and consumer awareness.
Yitzhak is confident that its partnership with Baozun is a good strategic fit for Else which will lead the way to a strong market entrance and continued growth in China.
Else Nutrition Holdings Inc. is a food and nutrition company in the international expansion stage focused on developing innovative, clean, and plant-based food and nutrition products for infants, toddlers, children, and adults.