Hong Kong: The a2 Milk Company has launched its highly successful a2 Platinum® brand infant formula into the lucrative Hong Kong market. With its growing population of more than 7 million people, the Hong Kong market presents an attractive opportunity for the Company for both its domestic consumers and as a significant influencer channel for Greater China.
The growing demand for a2 Platinum® infant formula in China was evident in the popular e-commerce sales event “11/11” which saw the brand as the top-selling infant formula on Kaola.com, in the number 2 position on JD.com and the number 3 brand of infant formula on T-mall – all whilst preserving its premium pricing position.
Coupled with this there is increased interest for products from The a2 Milk Company after favourable research results in the recent publication of a clinical human trial, conducted in China involving 600 participants across three cities was published in the UK based Nutrition Journal. The study reported that the participants, all with self-reported lactose intolerance, had reduced acute gastrointestinal symptoms when they drank a2 Milk™ containing only A2 beta casein compared to consuming conventional milk containing both the A1 and A2 beta-casein proteins. The study authors say that their findings demonstrate that, in some individuals with self-reported lactose intolerance, the adverse gastrointestinal symptoms following consumption of regular milk may be related to the presence of A1 beta-casein protein rather than lactose itself.
Lead investigator of the research Yue Xin Yang said: “It is interesting to see this data showing that dairy proteins can influence digestive symptoms, especially because we know 70% of the world’s population report as being lactose intolerant. Put simply, the study suggests consuming conventional milk may trigger lactose intolerance type symptoms in those people.”
The a2 Milk Company is in the business of producing, marketing and selling premium branded dairy nutritional products that contain only the A2 beta-casein protein type rather than both A1 and A2 types found in conventional cows’ milk products. The Company has uniquely focused on building a branded and differentiated business supported by an integrated intellectual property portfolio and a growing body of scientific evidence.
More recently the Company has seen the growing success of a2 Platinum® infant formula within both the China and Australian markets achieving a 4.1% consumption share in China and over 26% value share across Australian grocery and pharmacy stores.
The Company looks forward to the growing its presence across the Asia Pacific region, in particular within China, Australia and more recently with the launch of infant formula into Hong Kong and fresh milk into the Singapore market.
 Kantar Infant Formula market tracking of China Tier 1 and Key A cities for quarter ending 8 September 2017 (Kantar track a substantial proportion of the total market)
 Australian Grocery and Pharmacy Scan 52 weeks to 30 June 2017