1. Maternal and Infant Products Market Size and Growth Factors

The market for maternal and child supplies refers to0-14The market for goods and services mainly consumed by children and their families, including food, clothing, toys, care, daily necessities, education and other segments. Champ Consulting Survey, Expected Maternal and Infant Market2023The year will reach5.05trillion, showing a steady expansion.

The main factors affecting the growth of the market size of maternal and child supplies are as follows:

（1) Consumption upgrade. With the increase of per capita disposable income and the change of consumption concept, consumers' demand for maternal and child products is not limited to basic functions, but also pays more attention to the quality, safety, function and personalization of products. Consumers are willing to pay higher prices for high-end, imported, organic, professional and other characteristics of maternal and child products, which promotes the value growth of the maternal and child products market.

（2) The cost of childcare is rising. With the development of social economy and the improvement of living standards, the cost of childcare has also risen. In addition to basic expenses such as food, clothing, housing and transportation, parents also need to provide their children with high-quality education, medical care, culture and other resources, as well as meet their children's interests and personality development needs. These have increased household spending on maternal and child supplies.

（3）“Comprehensive second child”Policy.2016implemented in“Comprehensive second child”The policy has liberalized the two-child birth limit and encouraged couples of the right age to have two children, bringing a new demographic dividend to the market for maternal and child products. According to the National Bureau of Statistics, 2017Year2021In, the number of second-child births nationwide was893.4million,822.3million,746.1million,665.8Wanhe457million, as a percentage of the population born in that year, respectively.48.9%、51.2%、56.7%、59.5%and43%2, showing a trend of rising first and then falling. The demand and quality requirements of second-child families for maternal and child products have increased, which has added new consumption power to the maternal and child products market.

Consumption Trend and Characteristics of 2. Maternal and Infant Products Market

Maternal and child products market consumers are mainly0-14children and their families, which are90After and95After the main consumer. These young parents have higher spending power, more diversified consumption characteristics and stronger willingness to consume.90After and95After the import of maternal and child category consumption accounted for half of the country, the number of generations continued to increase. The new generation of dads and nannies are not soft on the consumption of babies. In the consumption of imported mothers and babies, the unit price of customers is much higher than that of babies.90The former crowd. It is worth noting that among the consumers of the maternal and infant category, the purchasing power and number of male consumers have increased significantly, and the dads have shown good consumption potential.

From the perspective of consumption content, the maternal and child products market presents four major consumption trends of "food, supplement, use, and pregnancy", as follows:

（1) Food: Fine feeding is comprehensive. Food is the most basic demand to ensure the growth of infants and young children. Consumers pay more attention to the quality, safety, nutrition and function of food. Imported food is favored by consumers for its high quality and high standards. In the subdivision of imported food, milk powder still occupies a dominant position, but with the diversification and scientization of demand, other categories such as complementary food and snacks have also grown rapidly. Consumers are more inclined to choose milk powder products containing special ingredients or features, suchA2protein,HMOetc.; complementary foods are organic, diverse and interesting as the main features; snacks are mainstreamed with food products such as puffs and dissolved beans.

（2) supplement: high-level nutrition into a new appeal. In addition to diet, infant nutrition supplements have also become“Feeding necessities”. The scale of consumption of imported nutritional products continues to rise, and young90/95Parents attach great importance to infant nutrition consumption. Basic nutritional supplements such as calcium, iron, zinc and vitamins are the basis of consumption, but with the higher expectations of consumers for the growth of infants and young children, the demand for high-level nutrition such as intellectual development and immunity enhancement is also growing rapidly. Consumers are more inclined to choose diversified and specialized nutritional products, suchDHAProbiotics, fish oil, etc.

（3) Use: multi-play under all-round care. The healthy growth of infants and young children not only needs the support of internal diet and nutrition, but also needs the care of external care, daily use, toys and other products. Import washing, daily use, toys and other categories in the past three years to maintain high-speed scale growth, the unit price of customers significantly increased. Consumers pay more attention to the safety, comfort, interest and education of products. In the washing and protection category, moisturizer, sunscreen, shower gel and other core categories, children's lotion/Cream, children's hair conditioner and other sub-categories also have strong growth, daily necessities, trolleys, cribs, pillows and other categories as the main categories, consumers pursue quality and comfort, toys category, early education, smart, learning toys for the popular category, consumers pursue play and creativity.

（4) pregnancy: food, clothing and washing are the pursuit of self-pleasing. In addition to the needs of infants and young children, the needs of mothers during pregnancy have also become an important growth point in the maternal and child market. The amount of consumption of imported maternal-related products and the number of consumers continued to grow at a high rate, and the scale of consumption of nutritional products for pregnant women was ahead of other categories. Young and fashionable pregnant women pursue refinement, bringing the rapid growth of maternal skin care, makeup products and postpartum repair equipment consumption. Nutritional intake during pregnancy becomes a consumption hotspot,DHAAnti-constipation nutrition is favored.

Competition Pattern and Development Strategy of 3. Maternal and Infant Products Market

Maternal and child supplies market competition is fierce, brand diversification and segmentation. According to the Shangpu Consulting survey, in the Tmall international imported maternal and child products market,2022year has exceeded1000Imported maternal and child brands, of which more100This is a new brand. These brands come from different countries and regions, covering different segments and different price segments, meeting the diverse needs of consumers. At the same time, there is also fierce competition among these brands, which requires continuous innovation and differentiation to gain more market share and consumer recognition.

In a highly competitive market environment, maternal and child products brands need to strengthen the use of social e-commerce and talent marketing to enhance brand influence. Social e-commerce and talent marketing are important promotion methods in the current maternal and child products market, which can effectively improve brand exposure, word-of-mouth and conversion rate. Brands can use various social platforms, such as Douyin, Kuaishou, Little Red Riding Book, etc., to interact and communicate with consumers, display the characteristics and advantages of products, and attract consumers' attention and interest. Brands can also cooperate with all kinds of talents, using their professional knowledge, influence and trust to provide consumers with real, valuable and interesting content and guide consumers to buy.

4. epilogue

The maternal and child products market is a market with huge potential, fierce competition and rapid changes. Brands need to constantly adapt to market changes, meet consumer needs, and enhance their competitiveness. according to champ consulting,2023The market for maternal and child products will usher in“sinking market+High-end category”The brand needs to strengthen the penetration and development of the sinking market, while improving the quality and value of products to meet the needs of consumers for high-end, imported, organic, professional and other characteristics. According to data from the Champ Consulting Group,2023Maternal and child supplies market will show the following characteristics:

The sinking market will become a new growth point in the maternal and child products market. Consumers in third-and fourth-tier cities and below will have stronger purchasing power and willingness to buy. Brands need to strengthen channel construction and marketing strategies for the sinking market.

High-end categories will become the growth engine of the maternal and child products market. Consumers will pay more attention to the quality, safety, function and personalization of products, and imported maternal and child products will be more favored.

The market for maternal and infant products will show four major consumer trends of "food, supplement, use, and pregnancy". Consumers will pay more attention to the nutrition, care, interest and refinement of products. Brands need to expand diversified and segmented product lines to meet consumption Diversified needs.

Social e-commerce and talent marketing will become an important way to promote the maternal and child products market, consumers will rely more on social platforms and talent content and evaluation to make purchase decisions, brands need to use social platforms and talent for effective interaction and cooperation, enhance brand influence.