The State Administration for Market Regulation of China has announced new regulations for the labeling and identification of powder products, including milk powder. The rules state that if the product name indicates a specific animal origin, then the source of milk protein used must also be from that species. This means that products currently labeled as "half goat" milk powder, which use cow whey, will no longer be able to use that label. While this may increase costs for companies, it is expected that product prices may remain stable. The announcement is also expected to drive up the price of goat whey powder, which is currently expensive compared to cow whey powder. The regulations are also expected to drive out small and medium-sized goat milk powder companies, increasing market concentration.