In October 2023, International Flavours and Fragrances (IFF), dsf-firmenich, and local milk player Mengniu secured approval for using Human Milk Oligosaccharides (HMOs) in infant formula in China. HMOs, the third most abundant solid ingredient in breast milk, provide significant benefits for infant development by modulating the immune system and supporting the growth of beneficial gut bacteria.
Chinese regulations now permit the incorporation of HMOs in various formula types, including infant milk formula, follow-up milk, infant formula for special medical purposes, and formulated milk powder for children. This development is crucial as HMOs gain popularity among Chinese parents, with 45 percent of those feeding infants aged 0-3 showing interest in formula with more HMOs, according to Mintel research.
Despite the acknowledged benefits of breastfeeding, barriers exist for mothers, including the lack of nursing rooms in public spaces in some cities. HMOs in infant formula offer a viable alternative, bridging the nutritional gap between breastfeeding and bottle feeding. Over half of the Chinese parents with children aged 0-3 believe that formula products with ingredients similar to breast milk can replace breastfeeding, as per Mintel's research.
HMOs can potentially revitalise the infant formula category in China, addressing the decline in new product development observed in recent years. The decline, reported by Mintel GNPD, dropped from 29 percent between October 2019 and September 2020 to 14 percent between October 2022 and September 2023.
To enhance consumer understanding, brands must educate parents about the safety and benefits of incorporating HMOs in infant formulas. Enfamil, for instance, directly links its HMO ingredient to immune support on packaging and provides detailed explanations on its website. The industrial-scale production of HMOs involves precision fermentation, ensuring that while not genetically engineered, there may be traces of genetically engineered material from the microbes used.
Moreover, brands can play a vital role in clarifying nutrition labelling confusion for parents. Mintel research indicates that 52 percent of Chinese parents find the nutrition labelling on infant milk formulas perplexing. Brands have an opportunity to communicate the tangible health advantages associated with specific nutritional components, such as DHA/ARA, prebiotics, and probiotics, to meet the demands of informed and health-conscious parents in China.
