Maeil Dairies developed a new product concept for the growing senior market in South Korea
In Korea, the population is rapidly ageing and the births declining. As a result, Maeil Dairies needed to rethink their business and portfolio to make up for the declining sales of powdered milk. In spring 2021, Maeil Dairies launched a powdered milk product that helps the elderly population comfortably consume calcium and vitamin D for bone health. The product contains around 40% of Valio Eila™ NUTRI F+ lactose free formulated milk protein powder.
As in many other areas in the world, the population in Korea is ageing, and the birth rate is declining. As a result of this shift in demography, the sales of Maeil Dairies’ main product, powdered infant milk, was declining.
Maeil Dairies saw an opportunity and developed their portfolio to match the nutritional needs of the ageing population. To develop a truly beneficial product, they focused on the one nutrient that Koreans lack the most.
“7 out of 10 Koreans are calcium deficient. Calcium is an important nutrient for bone health in Koreans, but the intake was widely insufficient. To meet this need, we launched the Golden Milk, a milk calcium product for seniors,” explains Juhyun Park, Product Manager at Maeil Dairies.
“Valio NUTRI F+ was the perfect product to embody our concept.”Juhyun Park, Product Manager, Maeil Dairies