Spring Sheep - Consumer Research on High-End Goat Milk Formula for Infants and Toddlers
Case Details
Company Overview Spring Sheep is a brand under the New Zealand Spring Sheep Dairy Products Limited Partnership, specializing in the R&D and sales of sheep's milk-based products. Its product range includes full-fat adult sheep milk powder, infant and toddler goat milk formula, sheep milk-based formula powders, and sheep milk chewable tablets. The brand is committed to delivering high-quality, nutritionally balanced sheep milk products to consumers worldwide. In July 2020, Spring Sheep officially launched on Tmall International, marking its formal entry into the Chinese market.
Research background
As the Chinese maternal and infant consumption market evolves and nutritional awareness continues to advance, goat milk formula has gained increasing popularity due to its superior absorbability and lower allergenicity. Following its entry into the Chinese market, Spring Sheep urgently needs to gain a deep understanding of the consumption characteristics and purchasing behaviors of its target consumers—urban middle-to-high income parents of infants and toddlers—so as to identify market potential and product positioning opportunities, and provide a solid foundation for its localized brand operations.
Research scope
In November 2020, Spring Sheep commissioned CEIDEA Research to conduct consumer research, employing both qualitative in-depth interviews and online quantitative surveys. The primary target group consisted of urban middle-to-high income parents of infants and toddlers. Through interviews and questionnaires, the study collected insights on consumers' awareness of goat milk formula, purchase motivations, consumption habits, media exposure channels, brand recognition, and user preference patterns, providing a comprehensive understanding of the user demographics and core needs within the infant and toddler goat milk formula market.
Expected outcomes
This research ultimately provides Spring Sheep with data-driven insights into the consumer profiles, consumption preferences, and pain points of the Chinese market for infant and toddler goat milk formula. It will serve as a strong foundation for the company to develop targeted strategies in product line optimization, advertising campaign planning, brand localization pathways, and market promotion efforts, accelerating its brand positioning and business expansion in China.
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