In China’s US$16bn infant formula market (a third of the global market), domestic companies have taken the leadership. Feihe alone has a market share of over20%. Domestic brands like Yili or Junlebao cater more to the smaller cities due to their affordable pricing, thereby capturing an important market where most of the births in China take place.

Chinese brands have moved beyond just supplying basic infant formula powder. Based on intensive R&D, brands like Feihe and Yili have introduced formulas containing HMO, enriched-protein and specialised nutrition for cognitive and immune support. Chinese parents emphasise the most on Lactoferrin content followed by HMOs in the product when purchasing infant milk formula in 2025.