Organic infant formula sales continued to be the mainstay of high-end infant food product sales in China, as a growing number of parents are opting for safe and natural products in the country, experts said.

Buoyed by the rising demand, several multinational companies like Germany's Hibb, Switzerland's Nestle and its unit Wyeth are not only witnessing resurgent sales, but also promoting their products via new growth channels like e-commerce platforms.

German organic infant formula and baby products producer Hipp is looking to further expand its presence in the e-commerce market. The company, which witnessed annual growth of about 20 percent in China and is the largest organic food producer globally in terms of sales revenue, is set on becoming the top premium baby products brand in its second-largest market after Germany.