Follow-On Milk Formula Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Form (Powder, Liquid), By Packaging (Bottles, Pouches), By Distribution Channel (Supermarket & Hypermarket, Convenience Store, Specialty Stores, Online, Others), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 47.44 Billion
CAGR (2026-2031)	5.05%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 63.76 Billion

Market Overview

The Global Follow-On Milk Formula Market will grow from USD 47.44 Billion in 2025 to USD 63.76 Billion by 2031 at a 5.05% CAGR. Follow-on milk formula is a liquid or powdered nutritional product designed for infants aged six to twelve months, serving as the principal liquid element in a progressively diversified diet. The market is primarily supported by the increasing prevalence of working mothers and dual-income households, which necessitates convenient nutritional solutions that align with modern lifestyles. Furthermore, heightened parental awareness regarding specific micronutrient requirements, such as iron and calcium during the weaning period, fuels demand for fortified products that support physical and cognitive development. According to 'Specialised Nutrition Europe', in '2024', 'the specialised nutrition industry, which encompasses infant and follow-on formula, represented an annual turnover exceeding €25 billion'.

However, a significant challenge impeding market expansion is the declining global birth rate, particularly in mature economies like East Asia and Europe. This demographic shift directly contracts the addressable consumer base, creating a structural barrier that limits volume growth and forces manufacturers to compete aggressively for a shrinking pool of infants. Consequently, companies must navigate a landscape where organic volume expansion is restricted by the fundamental reduction in the target population.

Key Market Drivers

Increasing Female Workforce Participation is a primary catalyst propelling the global follow-on milk formula market. As more women enter the workforce, the time available for breastfeeding and preparing complex weaning meals diminishes, leading parents to rely on convenient, nutritionally balanced alternatives that align with professional schedules. This demographic shift drives the adoption of ready-to-use and easily prepared follow-on formulas that ensure infants aged six to twelve months receive consistent sustenance. According to the International Labour Organization, October 2024, in the 'The impact of care responsibilities on women’s labour force participation' report, women's global labor force participation rate stood at 48.7% in 2023, underscoring the massive scale of the working-parent demographic that necessitates supportive feeding solutions.

Advancements in Nutrient-Fortified and Functional Formulations further stimulate market value by addressing parental demand for products that closely mimic the immune and cognitive benefits of breast milk. Manufacturers are aggressively premiumizing their portfolios with bioactive ingredients such as human milk oligosaccharides (HMOs), lactoferrin, and probiotics, which justifies higher price points and builds brand loyalty. According to Nestlé, February 2024, in the 'Full-Year Results for 2023', the Infant Nutrition division recorded high single-digit growth, driven by the strong momentum of premium formulations containing HMOs. This focus on science-backed innovation remains a crucial revenue engine for major players navigating a competitive landscape. For instance, according to Abbott, January 2025, in the 'Fourth-Quarter and Full-Year 2024 Results', global sales in the Pediatric Nutrition segment increased by 1.5% on a reported basis for the full year.

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Key Market Challenges

The declining global birth rate constitutes a formidable structural barrier to the expansion of the Global Follow-On Milk Formula Market. This demographic shift fundamentally contracts the addressable consumer base, as the reduced number of births in mature economies, particularly within East Asia and Europe, directly translates to fewer infants entering the six-to-twelve-month age bracket. Unlike other consumer goods sectors where market size can be expanded through innovation or increased usage frequency, the demand for follow-on formula is rigidly capped by the absolute number of infants requiring nutrition. Consequently, manufacturers face a zero-sum environment where organic volume growth is restricted, forcing companies to focus on capturing market share from competitors rather than serving new demand.

This contraction in the potential consumer pool is evidenced by recent industry data tracking demographic trends. According to 'International Dairy Federation', in '2024', 'the population growth rate has gradually slowed to 0.9% per year over the past five years'. This deceleration indicates a sustained reduction in the replacement rate of the population, which severely limits the pipeline of new consumers for the formula industry. As a direct result, the market is experiencing a shift in dynamics where volume stagnation compels a reliance on value appreciation, as the natural intake of new customers is insufficient to drive unit sales growth.

Key Market Trends

The Proliferation of Plant-Based and Vegan Formula Alternatives is reshaping the market as parents increasingly seek non-dairy solutions due to rising Cow's Milk Protein Allergy (CMPA) diagnoses and ethical lifestyle choices. Unlike traditional soy-based options, modern innovation focuses on minimally processed ingredients like almond and buckwheat to appeal to clean-label demands. This shift allows manufacturers to retain customers who would otherwise exit the category due to dietary intolerance or moral preferences. According to Else Nutrition, November 2024, in the 'Q3 2024 Financial Results', revenue for the third quarter increased by approximately 5% to CAD 1.8 million compared to the same period in the prior year, highlighting the steady uptake of these specialized nutrition products.

The Growing Adoption of Goat Milk-Based Formulations represents a significant shift towards products perceived as naturally gentler and easier to digest than standard cow milk. This trend is driven by the presence of smaller fat globules and A2 beta-casein protein in goat milk, which forms softer curds in the infant's stomach, addressing parental concerns regarding digestion without requiring medical-grade hydrolyzed formulas. This segment is rapidly expanding as premiumization strategies succeed in developed markets, positioning goat milk as a superior alternative for sensitive infants. According to Bubs Australia, August 2024, in the 'Annual Report 2024', group revenue for infant milk formula increased by 28% to AUD 62.4 million for the fiscal year, confirming the robust consumer demand for goat milk-based nutritional alternatives.

Segmental Insights

The Online distribution channel is currently recognized as the fastest-growing segment within the Global Follow-On Milk Formula Market. This rapid expansion is primarily driven by the convenience of direct-to-home delivery and subscription models which appeal significantly to time-constrained parents. E-commerce platforms provide access to a comprehensive inventory of specialized and international products that are frequently limited in physical retail outlets. Additionally, the digital environment facilitates easy comparison of nutritional information and pricing, allowing caregivers to make informed purchasing decisions efficiently. This sustained shift towards internet retailing reflects broader consumer trends favoring accessibility and contactless transactions.

Regional Insights

North America leads the Global Follow-On Milk Formula Market due to high disposable income and a large population of working parents seeking convenient nutritional solutions. The region benefits from widespread product availability through organized retail channels and substantial consumer demand for high-quality infant nutrition products. Furthermore, the U.S. Food and Drug Administration enforces rigorous safety protocols that help establish strong consumer confidence in product integrity. These factors, combined with well-established distribution networks, ensure that North America maintains its dominant position in the international market sector.

Recent Developments

• In September 2024, Perrigo Company plc announced a major brand partnership with Dr. Brown's® to launch a new co-branded infant formula portfolio, "Good Start® | Dr. Brown's™". This collaboration combines Perrigo's trusted "Good Start®" formula, known for its focus on digestive tolerance, with Dr. Brown's® established reputation in infant feeding accessories. The new product line, which features "Soothe Pro™" and "Gentle Pro™" formulations, is designed to address common feeding issues such as fussiness and gas. The partnership aims to leverage the combined strengths of both brands to offer comprehensive feeding solutions and capture a larger share of the infant and follow-on formula market.
• In August 2024, Abbott expanded its premium "Pure Bliss by Similac" line with the introduction of new organic and European-made infant formulas to cater to diverse parental preferences. The product line expansion included "Pure Bliss by Similac Irish Farms," which is produced in Ireland using fresh milk from grass-fed cows, and "Pure Bliss by Similac Organic with A2 Milk," which features A2 beta-casein protein similar to that found in breast milk. These new additions were developed to provide gentle, complete nutrition options, leveraging the company's scientific expertise to meet the evolving demands for specialized ingredients in the global infant and follow-on formula sector.
• In May 2024, Kendamil significantly expanded its North American footprint by launching its premium infant and follow-on formula range in Walmart Canada. This strategic retail partnership enabled the company to make its European-made, whole-milk-based formulas widely available to Canadian families for the first time. The launch was the result of extensive collaboration with Health Canada to ensure full regulatory compliance while maintaining the brand's unique recipe, which notably excludes palm oil and utilizes plant-based Omega-3. This expansion increased the accessibility of high-quality European nutrition products, catering to parents seeking natural alternatives in the competitive global formula market.
• In April 2024, Else Nutrition Holdings Inc. announced the strategic commercial launch of its plant-based "Follow-On" formula for infants aged 6-12 months in Australia. This move marked the company's official entry into the Asia-Pacific region, utilizing Australia as a key market for further expansion. The new product, formulated with almond, buckwheat, and tapioca, was introduced alongside a toddler drink for children aged 12-36 months. These formulations are designed to provide a clean-label, soy-free alternative to traditional dairy-based formulas, directly addressing the growing consumer demand for plant-based and allergy-friendly nutrition options within the global follow-on milk formula market.

Key Market Players

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

By Form	By Packaging	By Distribution Channel	By Region
Powder Liquid	Bottles Pouches	Supermarket & Hypermarket Convenience Store Specialty Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Follow-On Milk Formula Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• 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
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE