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New Zealand & Australian infant formulas will be more popular in China, evidenced by young and successful brands- a2 & Bellamy's.

According to the "2018-2023 China Infant Milk Powder Industry Market Development Prospects and Investment Opportunities Research Report" published by the China Business Research Institute, the infant formula market has increased from 91.1 billion yuan in 2013 to 165 billion yuan (A$33b) In 2017, the annual growth rate of  reached 16%. According to the forecast of the China Business Research Institute, the market size of China's infant formula industry in 2018 is expected to exceed 200 billion yuan (A$40b).

New Chinese regulations eliminate more than 50% brands, those gained CFDA/SAMR especially with differentiated features like a2 and organic should be gaining more market share in China.