I think JAT has chosen the right product and market. From my research, there are way too many IF in the market from many countries, most of them are established brands - A2, Aptamil, S26, Bellamy, Nestle, karicare, novalac. Also many new brands entering this competitive market.
However, there are not many supplement milk powders in the market atm. As long as you are able to create the awareness and trend that baby/kids supplements are important to improve health and immune system this will open a wave of new market, esp to rich Chinese.
JAT has new product for middle age looks like they have see this though, partnering with HITCROWN will also enable them to understand the market depth as HITCROWN can collect/provide the online/research data for best marketing and product development directions
Supply & Demand, page-6
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