Nestle’s new infant formula is a key contributor to the growth of 2025.
Nestle NAN’s Sinergity infant formula is unique in that it contains six Human Milk Oligosaccharides and Bifidobacterium Infantis, a probiotic.
Nestle is looking to grow its market share in the premium and super-premium formulas.
Nestle NAN Sinergity: What sets it apart?
Sinergity’s unique blend of B. infantis LMG11588 and six HMOs is unmatched. HMOs and probiotics work together to support infants’ immune systems and gut microbiomes during their early development.
In breastmilk, HMOs can be found as complex sugars. They are not digested, but instead serve as food for the good bacteria that live in your gut.
Combining these two ingredients in a single formulation has significant benefits. Probiotics can metabolise HMOs and absorb them, producing “key compounds of benefit” which are beneficial. Nestle claims that this results in an increase in the number of gut bacteria which is beneficial and a stronger immune system in babies.
Due to the fact that the composition of HMOs changes in breastmilk during lactation, the products with the new blend contain varying amounts of each of the HMOs. Nestle calls the new development “groundbreaking”.
Nestle’s spokesperson says that NAN Sinergity formula is unique in having six HMOs, as well as B. infantis and B. lactis probiotics. This was validated by Mintel. Nestle’s new proprietary blend, which combines six age-adapted HMOs with B. lactis and B. infantis probiotics, is inspired by breastmilk. It delivers six benefits that are backed up by scientific evidence.
This includes support for immune system, brain health, bone development, muscle growth and digestion.
Nestle is betting heavily on the growth of infants by using formula.
Nestle, one of the few major players on the world infant formula market. Other companies include Danone and Abbott Laboratories. Reckitt Benckiser is also a major player.
Nestle’s other infant nutrition brands Gerber, and Nido have seen sales declines despite gaining more market share for NAN. FMCG company sees an opportunity for growth in the market for high-end infant formula, but it is not alone.
Research and Markets predicts that the global infant formula market will grow by $85bn in 2029, from $52.5bn in 2023 (60bn EUR) (Research and Markets). This growth is “spurred on” by specialty formulas.
Nestle’s spokesperson explains that Sinergity, their premium product is supported by scientific evidence. This innovation has the potential to fuel growth for super-premium and premium formulas.
What are the opportunities for premium infant formulas?
Nestle launched Sinergity first in Hong Kong before moving on to Europe. Now, the product will be rolled out to Latin America and Middle East markets. Later this year, launches are expected to take place in certain parts of Asia.
Nestle sees an initial opportunity in these markets for super-premium infant formula and premium infant formula.
Nestle offers its formula for infants under many brands including NAN. (Image: Nestle)
The Sinergity brand isn’t always used to sell the product. This strategy was designed to increase market penetration. In Europe the product was launched as NAN, however, in other countries that have Nestle flagship brands, they are using them to launch the product.
Sinergity has been launched in Germany under BEBA. In the UK, Ireland and France, it was launched as SMA.