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.2016年实施的“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, 2017Year2021年，全国二孩出生人数分别为893.4million,822.3million,746.1million,665.8万和457万，占当年出生人口的比例分别为48.9%、51.2%、56.7%、59.5%and43%2，呈现出先上升后下降的趋势。二胎家庭对于母婴用品的需求量和品质要求都有所提高，为母婴用品市场增加了新的消费动力。

二、母婴用品市场消费趋势及特点

母婴用品市场消费者主要是0-14children and their families, which are90后和95后为主要消费主体。这些年轻的父母们有着更高的消费能力、更多元的消费特点和更强的消费意愿。90后和95后在进口母婴品类消费中占据半壁江山，代际人数持续增加。新生代奶爸奶妈们为娃消费毫不手软，在进口母婴消费中，客单价远高于90前人群。值得注意的是，在母婴品类消费人群中，男性消费者的购买力和购买人数明显上升，奶爸们显示出不俗的消费潜力。

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, suchA2蛋白、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,2023年母婴用品市场将呈现出以下几个特点：

下沉市场将成为母婴用品市场的新增长点，三四线及以下城市的消费者将有更强的购买力和购买意愿，品牌需要加强对下沉市场的渠道建设和营销策略。

高端品类将成为母婴用品市场的增长引擎，消费者将更加注重产品的质量、安全、功能和个性化，进口母婴用品将受到更多青睐。

母婴用品市场将呈现出“食、补、用、孕”四大消费趋势，消费者将更加关注产品的营养、呵护、趣味和精致，品牌需要拓展多元化和细分化的产品线，满足消费者的多样化需求。

社交电商和达人营销将成为母婴用品市场的重要推广方式，消费者将更加依赖社交平台和达人的内容和评价来进行购买决策，品牌需要利用社交平台和达人进行有效的互动和合作，提升品牌影响力。