The brand metrics and market share have improved. The weakness is entirely down to market dynamics. It's good they realise the 'rapidly evolving' changes in the IF market in China. I think this means sales are likely to be more concentrated in the MBS channel and DOL rather than diagou and CBEC moving forward. But they can't do anything about the decline in birth rates, which should rebound in time.
I'd be very disappointed if the brand metrics showed further decline in China.
It's also interesting to note that their respective decline in diagou sales was at least 10% better off than the channel as a whole. Only slight drop was in CBEC share by 0.01%
However, the US business, although gaining against a declining category is a disappointment. Time for a shakeup at the top there.
Ann: Annual Report FY21, page-16
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