In the field of dairy products, cow's milk accounts for the majority. However, in recent years, based on the mature application of goat milk deodorization technology in my country, people's recognition of the nutritional value of goat milk and the profound changes in people's consumption structure, consumption awareness and consumption concepts, the public's acceptance of goat milk dairy products has gradually increased. The goat milk dairy product market has become a new consumer hotspot.

Goat milk has always been regarded as a fine product among dairy products for its advantages such as rich nutrition, easy absorption and low sensitivity, and has the reputation of "king of milk". Most of the nutrients in goat milk have the effect of benefiting the brain, especially the natural nucleic acid in goat milk, which can not only make brain cells fully absorb protein, but also promote brain cell development. Secondly, goat milk contains natural taurine and other substances, which can make the human nervous system develop better. Therefore, goat milk is widely used to make milk powder for special groups such as infants, middle-aged and elderly people.

According to data, the overall year-on-year growth rate of domestic infant formula milk powder is 9.4%, of which goat milk powder has a growth rate of 30.8%, and the growth rates of organic milk powder and ordinary infant milk powder are 16.8% and 10% respectively. At present, there are more than 100 brands in the field of goat milk powder in China, and the milk powder industry has officially entered the era of "cow and sheep".

As milk powder consumption becomes increasingly high-end, more and more consumers have shown their favor for goat milk powder. According to the "2021 Goat Milk Powder Development White Paper", 48.35% of consumers are willing or very willing to choose goat milk powder, and only 7.15% of consumers are unwilling to choose goat milk powder.

At present, my country's goat milk powder market has formed an overall pattern in which foreign brands occupy the high-end market, domestic first-line brands share the mid-to-high-end market, and a large number of third- and fourth-tier brands compete for the mid-to-low-end market. From the perspective of the macro market, the current domestic dairy market is facing phased saturation, and as a subdivided field, the goat milk powder market still has a large room for growth.

At present, competing for goat milk resources has become a competitive strategy for major leading brands, and in order to promote the development of the goat milk powder market, various regions have successively introduced relevant support policies. my country's goat milk powder industry has gradually entered a period of acceleration, and a large number of goat milk powder companies have begun to accelerate their layout to seize the market.

It is worth noting that markets such as middle-aged and elderly goat milk powder are rising rapidly. Nowadays, the number of people over 65 years old in my country is increasing. It is estimated that the elderly population will account for more than 25% of the total population in 2030. The development of the "silver age" will provide a good development opportunity for health products. The characteristics of goat milk powder, calcium supplementation, good absorption and milder, are very consistent with the physical needs of the middle-aged and elderly people, and have become the only choice for the middle-aged and elderly people to supplement nutrition.

Next, as people's demand for food continues to increase, goat milk companies will pay more attention to milk source construction, the intensity of dairy goat breeding will be further increased, and the scale of breeding will continue to improve. At the same time, higher requirements will be put forward for the processing technology and formula of goat milk powder and dairy products.

Looking to the future, my country's goat milk and dairy product consumption market will gradually mature, and it is estimated that the goat milk market will reach 20 billion yuan in 2023.

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