FrieslandCampina goes for Prestige in Hong Kong
In response to the rising consumer demand for organic products, FrieslandCampina has announced the launch of a new ultra-premium organic milk formula Organic Friso Prestige Bio globally, with Hong Kong chosen as the first market.
The product is now traceable on TrackEasy, an industry-first smart packaging innovation that enables consumers to trace every step in the process using QR codes; from milk collection in FrieslandCampina’s Dutch own farms, through packaging, final quality checks, export permissions and all the way to the date of arrival, thus giving consumers peace of mind.
In recent years, the demand for organic products has been gaining popularity as consumers increasingly consider the health and environmental consequences of their food choices. Organic milk formula experienced the highest growth, increasing 30% in value to reach €2 billion in 2019, and is expected to grow at 13.5% CAGR throughout 2020-2024, reflecting the growing interest among parents for organically sourced milk formula. Organic milk formula has led the category growth in the last three years, accounting for 6% of the category value.
As a key market of the milk formula industry in the APAC region, Hong Kong has been selected as the first market to launch the new product. According to a recent survey conducted by independent market research company Nielsen, among the 1,000+ mums interviewed in Hong Kong and mainland China, milk formula (80%) topped the list of baby-related products that they are most concerned about. Before the purchase, they spend an average of three hours conducting research on milk formula.
The pandemic has changed not only the way consumers select the products, but also how they shop. According to Nielsen, over 50% of the people interviewed would shop online more frequently than six to nine months before the pandemic and over one third would shop less often at grocery and convenience stores. Such behaviour is expected to continue for another two to six months.