伊利、蒙牛、雀巢已先行佈局，嬰童液態奶品牌TOP10權勢榜最新發布

母嬰行業觀察

2025/12/26

作者/奶粉關注導讀：近期，市場監管總局發布《嬰幼兒配方乳粉配方註冊管理辦法》及相關配套文件的修訂版，從原輔料微生物控制、生產工藝驗證、滅菌效果到產品穩定性研究，為嬰童液態奶未來發展框定了方向。政策加持之下，當前的嬰童液態奶市場呈現出何種發展態勢？競爭格局又如何？為弄清楚這一產業現狀，母嬰行業觀察聯合專注母嬰市場研究的母嬰研究院，發布了2025嬰童液態奶品牌TOP10權勢榜。排行榜主要通過對各個品牌的...

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released","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"02319":0.9},"content_text":"作者/奶粉關注導讀：近期，市場監管總局發布《嬰幼兒配方乳粉配方註冊管理辦法》及相關配套文件的修訂版，從原輔料微生物控制、生產工藝驗證、滅菌效果到產品穩定性研究，為嬰童液態奶未來發展框定了方向。政策加持之下，當前的嬰童液態奶市場呈現出何種發展態勢？競爭格局又如何？為弄清楚這一產業現狀，母嬰行業觀察聯合專注母嬰市場研究的母嬰研究院，發布了2025嬰童液態奶品牌TOP10權勢榜。排行榜主要通過對各個品牌的品牌力、產品力、渠道力、組織力、購買力5個維度綜合評估商業價值，通過賦予各維度不同權重，計算得出的綜合評分，據此得出排名。以下是具體排名：頭部位次漸定，中外分庭抗禮從排行榜來看，嬰童液態奶市場格局初顯，中外品牌各據一方。縱觀當下嬰童液態奶市場，大致可分為三類：其一，傳統乳企延伸佈局。伊利、蒙牛、雀巢、布瑞弗尼、認養一頭牛等乳企，憑藉其在液態奶領域的既有優勢，順勢切入嬰童液態奶賽道。比如作為中國兒童分齡營養牛奶的開拓者，蒙牛未來星率先提出「分齡營養」的兒童牛奶概念，並逐步構建起涵蓋不同年齡段的兒童專屬產品矩陣；雀巢於2022年通過跨境渠道引入嬰幼兒液體奶，以「開蓋即飲」的便捷性吸引新生代父母關注。布瑞弗尼、認養一頭牛則圍繞兒童特定需求，推出差異化產品。其二，嬰配粉品牌拓展新形態。以美讚臣、惠氏啓賦、雅培、愛他美為代表的嬰配粉企業，正通過推出液態奶產品尋求新增量。這類品牌多聚焦於嬰幼兒及小童群體，產品上更強調其配方、科研優勢。其三，新鋭品牌差異化押注。例如通過特色賣點搶佔市場的隔壁劉奶奶，該品牌主打的尼里拉菲水牛奶以及「線下訂奶」、線上售賣結合的全渠道運營模式，是其快速拓展市場的「殺手鐧」。機遇挑戰並存，品類紅利已來誠然，新政的落地為嬰童液態奶市場設立了明確的准入門檻，進一步推動了市場的規範化走向。對於想要佈局嬰童液態奶市場的企業來説，無疑是一次較好的政策紅利。與此同時，任何新興品類在成長初期都需逐步跨越一些現實障礙，嬰童液態奶也不例外。一是由於生產工藝與包裝要求更高，嬰童液態奶的生產成本明顯高於嬰配粉，導致終端價格居高不下。如何通過技術創新和規模效應逐步降低成本，使其走向更廣泛的大眾市場，是嬰童液態奶產業實現規模增長的關鍵一步。二是相較已深入人心的嬰配粉，液態奶在消費端的認知基礎仍較為薄弱，市場教育任重道遠。一方面，母嬰用户對嬰童液態奶仍存在較多誤解，其「即開即飲、營養均衡、無菌安全」的核心價值未被廣泛普及；另一方面，線下母嬰渠道對該品類的認知度、重視度還不足，仍需品牌進行長期教育與引導。三是相比已高度成熟的嬰配粉，嬰童液態奶的配方在營養多樣性與功能細分上仍有較大改進空間。隨着越來越多新生代母嬰消費者的上場，市場對嬰童液態奶進行升級優化的需求正日益凸顯。總的來看，嬰童液態奶市場正在從「粗放式經營」階段走向「規範化、精細化運營」時代。在新競爭階段能夠脱穎而出的品牌，必將是那些在研發實力、產品信任度、成本控制與市場教育等方面具備綜合優勢的長期主義者，嬰童液態奶未來已來，讓我們靜待花開。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"}}}