Who does Feihe International Inc. serve among Chinese parents and aging consumers?
Feihe International Inc. targets Chinese infants, young families, and older adults as it shifts from infant formula to all-life-stage nutrition. Infant formula was approximately 92 percent of revenue in 2024, while China's birth rate fell to 5.63‰ in 2025, pressuring core demand.
Demand is contracting for infants but rising in elder nutrition; Feihe must reprice and repurpose channels to retain mothers and win seniors. See product detail: Feihe SWOT Analysis
Who Is Feihe Really Trying to Reach?
Feihe International Inc. targets three core groups: Gen Z and Millennial parents (age 24-38) in Tier 1-4 Chinese cities seeking premium and super – premium formulas, seniors 50+ for specialized nutrition, and emerging – middle – class consumers in Southeast Asia for FSMP and AceKid Activegro. Mothers drive ~72.6 percent of purchases; adult segment grew > 15 percent year – on – year by 2025.
Primary customer: Urban young parents
Feihe target customers are mainly Gen Z and Millennial parents in Tier 1-4 Chinese cities who choose premium and super – premium infant formula; this group drives highest repeat purchases and brand loyalty.
Secondary customers: Seniors and medical channel
Feihe consumers include seniors 50+ needing bone, immune, and cognitive nutrition (adult segment +15% YoY by 2025) and FSMP medical nutrition buyers in hospitals and clinics.
Customer type and market role
Feihe serves a mixed B2C and B2B base: direct retail/e – commerce to parents and seniors, plus wholesale distribution to supermarkets, pharmacies, maternity hospitals, and healthcare institutions.
Most important segment by revenue
The most commercially important segment is premium infant formula buyers-Millennial mothers in urban tiers-accounting for the largest share of revenues and margin in 2025.
Core target: urban young parents, seniors, and expanding SEA middle class
Feihe target market centers on premium infant formula for Millennial parents (mothers ~72.6% of buyers), growth in adult nutrition (+15% YoY by 2025), and FSMP expansion into Vietnam and Indonesia with AceKid Activegro approvals.
- Gen Z and Millennial parents aged 24-38 in Tier 1-4 Chinese cities
- Seniors 50+ requiring specialized bone/immune/cognitive nutrition
- Mixed B2C and B2B: retail, e – commerce, hospitals, and wholesalers
- Premium infant formula buyers are the most commercially important segment
See the company background and market positioning in the History of Feihe Company Explained.
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What Do Feihe's Customers Care About?
Feihe target customers prioritize biological suitability for Chinese babies, product freshness, and ingredient-level efficacy for brain and immune development; adult buyers focus on chronic health and musculoskeletal support. Trust in a vertically integrated, fast-turnaround supply chain and compliance with the New National Standards drives purchase decisions.
Biological suitability for infants
Parents seek formulas positioned as more suitable for Chinese babies, with targeted nutrients like HMOs, OPO, and Lactoferrin to support brain development and immunity.
Practical buying drivers: safety and freshness
Consumers value the vertically integrated supply chain that processes raw milk into powder within hours, plus strict adherence to the New National Standards for product safety and traceability.
Emotional appeal: parental confidence
Choosing a domestically positioned brand reassures parents about cultural fit and developmental outcomes; prestige and local trust matter to millennial and urban parents.
What customers value most
High-value functional ingredients (HMOs, OPO, Lactoferrin), measurable freshness, and documented compliance are the top features customers pay for.
Loyalty and repeat demand drivers
Consistent product quality, visible ingredient innovation, and hospital/maternity partnerships that recommend specific SKUs sustain repeat purchases.
Why customers choose Feihe
Clear focus on Chinese infant physiology, fast milk-to-powder processing, and ingredient-level claims make Feihe target customers prefer the brand over imports for perceived safety and suitability.
What Those Customers Care About
Feihe consumers (Feihe target market) care above all about biological suitability, traceable freshness, compliance with the New National Standards, and ingredient efficacy; adult-segment buyers seek chronic health benefits from products like the Aiben Small Molecule Milk Protein series.
- Biological suitability for Chinese infants and measurable developmental benefits
- Vertically integrated supply chain and fast processing as the strongest practical buying driver
- Trust, cultural fit, and parental confidence as emotional factors
- Ingredient claims (HMOs, OPO, Lactoferrin) and supply-chain transparency drive why customers choose Feihe
See operational and ownership context in this related piece: Who Owns Feihe Company
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Where Is Demand Strongest for Feihe?
Demand for Feihe International Inc. is strongest in Mainland China, concentrated in Northern China and urban centers where the brand leads market share; offline mother-and-baby stores remain the largest channel, though online traction is rising.
Main Market: Mainland China
Feihe target market is overwhelmingly Mainland China, where Feihe International Inc. held the top market share position for seven consecutive years as of 2025, driven by strong brand recognition among Feihe consumers in Northern China and major urban areas.
Secondary Markets: Lower-Tier Cities & Channels
Feihe has expanded into Tier 3 and Tier 4 cities, gaining meaningful demand from price-sensitive and convenience-focused Feihe infant formula customers plus growing interest from cross-border shoppers and overseas Chinese families.
Where Feihe Is Strongest: Channels & Regions
By late 2025 Feihe showed over 15 percent penetration in affluent Tier 1 and Tier 2 cities; geographically strongest in Northern China and revenue-heavy through offline mother-and-baby stores, which accounted for 63 percent of revenue in 2025.
Where Demand Is Growing: Digital & Urban
Online channels grew to approximately 23 percent of revenue in 2025 and are the fastest-growing distribution route as Feihe targets e-commerce customers, cross-border shoppers, and millennial urban parents via direct online stores and third-party platforms.
Core Demand Concentration
Feihe target customers are primarily Chinese parents and caregivers in Mainland China, with the strongest demand in Northern China and urban Tier 1-2 cities, while offline mother-and-baby retail dominates revenue and online channels accelerate growth.
- Main market: Mainland China, Northern China concentration
- Secondary demand: Tier 3/4 cities and overseas Chinese shoppers
- Where Feihe is strongest: offline mother-and-baby stores; 63 percent of 2025 revenue
- Fastest growth: online channels (~23 percent of 2025 revenue) and urban millennial parents
For operational context and distribution detail see How Feihe Company Runs
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How Does Feihe Keep Its Audience Growing?
Feihe International Inc. grows its audience by premiumizing products, diversifying across life stages, and building a DTC digital ecosystem with subscription models and targeted partnerships to broaden reach beyond 0-3 infants.
Premiumization and Life – Cycle Diversification
Feihe targets parents and caregivers by moving upmarket and expanding into adult, medical, and senior nutrition; adult and liquid milk rose to 11.4 percent of group revenue in 2025 (RMB 2.06 billion), widening the Feihe target market.
DTC Ecosystem and Subscription Models
Feihe uses direct-to-consumer channels, personalized subscriptions, and digital CRM to reach e – commerce customers and cross-border shoppers, boosting estimated retention by 10 percent.
Maternity and Hospital Partnerships
To secure new infant formula customers amid falling births, Feihe launched a nationwide 2025 maternity subsidy program offering 1,500 yuan per eligible family and deepened Feihe hospital and maternity partnerships to capture newborns and infants at birth.
Retail, Wholesale, and Export Channels
Feihe maintains retail and wholesale partners, pharmacies, and cross-border distribution to serve Chinese families abroad and supply supermarkets, childcare centers, and nurseries across regions.
How Feihe Keeps the Audience Growing
Feihe defends its core infant formula base while shifting revenue mix toward adult, medical, and senior nutrition; infant formula fell 16.8 percent in 2025, so expansion into adjacent nutrition segments is the primary survival and growth path for 2025-2026.
- Primary growth driver: lifecycle diversification into adult, medical, and senior nutrition.
- Strongest retention factor: DTC subscriptions and personalized digital CRM (estimated 10 percent retention lift).
- Key loyalty mechanism: maternity subsidy program (2025) and strengthened hospital partnerships to capture newborns and early buyers.
- Main risk: continued decline in the pediatric population and a 16.8 percent drop in infant formula revenue in 2025 limiting core market expansion.
Most Important Growth Lever in 2025/2026
Transitioning to a broader nutrition company-medical and senior nutrition-offers the only scalable way to offset fewer newborns; this lever depends on channel expansion, product registration, and partnerships with clinics and hospitals. Read more on competition in Who Feihe Company Competes With.
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Frequently Asked Questions
Feihe mainly serves Gen Z and Millennial parents in Tier 1-4 Chinese cities, especially mothers buying premium and super-premium infant formula. It also serves seniors 50+ who want specialized nutrition and emerging middle-class consumers in Southeast Asia through FSMP and AceKid Activegro products.
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