Follow-On Milk Formula Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 2021-2031

The Global Follow-On Milk Formula Market is projected to expand from USD 47.44 Billion in 2025 to USD 63.76 Billion by 2031, registering a CAGR of 5.05%. Defined as a liquid or powdered nutritional supplement for infants between six and twelve months old, follow-on formula serves as a key component of an increasingly varied diet. Growth in this sector is largely underpinned by the rise in dual-income households and working mothers, creating a need for convenient nutritional options that fit contemporary lifestyles. Additionally, heightened parental knowledge regarding essential micronutrients like calcium and iron during weaning boosts the demand for fortified products, a trend supported by 'Specialised Nutrition Europe' reporting in '2024' that the specialised nutrition industry generated an annual turnover surpassing €25 billion.

Conversely, the market faces significant headwinds due to falling global birth rates, notably in mature markets such as Europe and East Asia. This demographic contraction reduces the core consumer base, establishing a structural obstacle that restricts volume growth and compels manufacturers to fight fiercely for a shrinking number of infants. As a result, companies are operating in an environment where organic expansion is constrained by the fundamental decrease in the target population, forcing them to navigate a landscape defined by limited opportunities for volume increases.

Market Drivers

The rising participation of women in the global workforce acts as a primary catalyst for the follow-on milk formula market. As professional commitments reduce the time available for breastfeeding and preparing complex weaning meals, parents increasingly turn to convenient, nutritionally balanced alternatives that accommodate their schedules. This shift promotes the uptake of ready-to-use formulas that ensure consistent nutrition for infants aged six to twelve months. Highlighting the magnitude of this demographic, the International Labour Organization’s October 2024 report on care responsibilities noted that the global female labor force participation rate reached 48.7% in 2023, necessitating supportive feeding solutions for working parents.

Furthermore, market value is bolstered by advancements in nutrient-fortified and functional formulations that aim to replicate the cognitive and immune benefits of breast milk. Manufacturers are actively premiumizing their offerings by incorporating bioactive ingredients like human milk oligosaccharides (HMOs), probiotics, and lactoferrin, which support higher price points and foster brand loyalty. This strategy is proving effective; Nestlé reported high single-digit growth in its Infant Nutrition division in its 'Full-Year Results for 2023' (February 2024), driven by premium HMO products, while Abbott’s 'Fourth-Quarter and Full-Year 2024 Results' (January 2025) indicated a 1.5% increase in global pediatric nutrition sales, validating science-backed innovation as a key revenue driver.

Market Challenges

The contraction of global birth rates represents a substantial structural barrier to the growth of the Global Follow-On Milk Formula Market. This demographic trend fundamentally shrinks the addressable market, as fewer births in developed regions like East Asia and Europe result in a smaller cohort of infants entering the six-to-twelve-month age group. Unlike other sectors where innovation can expand the total market size, demand for follow-on formula is strictly limited by the number of infants requiring nutrition. Consequently, manufacturers encounter a zero-sum scenario where organic volume growth is capped, necessitating a focus on stealing market share rather than fulfilling new demand.

Industry data regarding demographic shifts confirms this reduction in the potential consumer pool. According to the 'International Dairy Federation' in '2024', the global population growth rate has slowed to 0.9% annually over the last five years, signaling a sustained decline in the replacement rate that severely restricts the pipeline of new consumers for the formula industry. Because the natural influx of new customers is insufficient to drive unit sales, the market dynamics have shifted, compelling companies to rely on value appreciation strategies rather than volume expansion to sustain growth.

Market Trends

The emergence of plant-based and vegan formula alternatives is transforming the market as parents seek non-dairy options driven by ethical lifestyles and the rising diagnosis of Cow's Milk Protein Allergy (CMPA). Moving beyond traditional soy-based products, modern innovations utilize minimally processed ingredients such as buckwheat and almond to satisfy clean-label preferences. This evolution enables manufacturers to retain consumers who might otherwise leave the category due to dietary intolerances or moral choices. The success of this trend is highlighted by Else Nutrition’s 'Q3 2024 Financial Results' from November 2024, which reported a revenue increase of approximately 5% to CAD 1.8 million compared to the previous year, demonstrating steady adoption.

Concurrently, the increasing adoption of goat milk-based formulations marks a significant shift toward products viewed as naturally easier to digest than standard cow milk. This trend is fueled by the unique composition of goat milk, including A2 beta-casein and smaller fat globules, which form softer curds in the stomach and address digestive concerns without necessitating medical-grade hydrolyzed formulas. Premiumization strategies in developed markets are rapidly expanding this segment, positioning goat milk as a superior option for sensitive infants. Validating this demand, Bubs Australia’s 'Annual Report 2024' (August 2024) revealed that group revenue for infant milk formula rose by 28% to AUD 62.4 million, confirming strong consumer interest in these alternatives.

Key Players Profiled in the Follow-On Milk Formula Market

• Nestle S.A.
• Danone S.A.
• Kendal Nutricare
• Holle Baby Food AG
• France Lait
• Nature One Dairy Pty Ltd.
• AGRANA Beteiligungs-AG
• Lactalis Nutrition Sante
• Abbott Laboratories
• HIPP International

Report Scope

In this report, the Global Follow-On Milk Formula Market has been segmented into the following categories:

Follow-On Milk Formula Market, by Form:

• Powder
• Liquid

Follow-On Milk Formula Market, by Packaging:

• Bottles
• Pouches

Follow-On Milk Formula Market, by Distribution Channel:

• Supermarket & Hypermarket
• Convenience Store
• Specialty Stores
• Online
• Others

Follow-On Milk Formula Market, by Region:

• North America
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Follow-On Milk Formula Market.

Available Customization

The analyst offers customization according to your specific needs. The following customization options are available for the report:

• Detailed analysis and profiling of additional market players (up to five).

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