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Sales of milk powder targeted at middle-aged and elderly consumers in China saw an increase of over 27% in the first quarter, driven largely by a growing customer base and product innovation.
This segment now accounts for 5% of the overall dairy industry sales in China for the three-month period ending March 31, up from 4% the previous year, according to data from a major Chinese data provider specializing in fast-moving consumer goods.
The surge in sales is attributed to the expanding consumer demographic, according to Feng Peiwei, general manager of Dutch Cow, a brand under Synutra Nutrition Food specializing in adult milk powder. Historically, customers for this product category were primarily individuals over 60, but as health awareness increases, consumers between 40 and 60 are increasingly making purchases, he explained.
Additionally, the shift from traditional whole milk powder to functional nutrition products aimed at supporting bone, gastrointestinal, and cardiovascular health has contributed to market growth, Feng added.
Post-pandemic, health consciousness among middle-aged and elderly populations has been rising steadily, leading to increased acceptance of milk powder, noted Song Liang, an independent industry analyst. Improved formulations focused on functional benefits have also helped boost popularity in this segment.
Another factor fueling growth is China’s aging population, which reached 320 million by the end of last year and is projected to surpass 400 million by 2035. The sector known as the “silver economy” is expected to exceed CNY 30 trillion (USD 4.4 trillion) in market size by that time.
An executive from a milk powder company mentioned that recent sales growth exceeded initial expectations, possibly due to variations in sampling methods and the impact of displaced Chinese New Year sales figures. Actual growth in this market was likely under 10% last year.
Despite these nuances, the category remains one of the most resilient with sustained growth within the milk powder industry, the executive observed.
Recently, Chinese dairy giant Yili announced that its revenue from milk powder and other dairy products increased by 10% last year to CNY 32.8 billion (USD 4.8 billion), with sales of adult milk powder maintaining double-digit growth.
Another prominent dairy company, China Feihe, reported a 36% increase in revenue from other dairy products—including middle-aged and elderly milk powder—to CNY 2.1 billion (USD 303.1 million) in 2025, significantly outpacing growth in the infant formula segment.
Feng anticipates that future growth for middle-aged and elderly milk powder will be more steady rather than explosive.
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