2021 China's maternal and infant consumer market: high-end, refinement, and personalization become new trends

The so-called "face-seeing era" not only looks at appearance, but also products

Curious diapers have Pikachu and Peppa Pig printed on their "body", becoming a new fashion for young parents to show off their babies

Of course, the post-90s generation who have become the new protagonists in the maternal and infant market will not only affect the "sell" of products

On April 12, at the Jingdong Maternal and Infant Babies Quality Ceremony, iResearch released the "2021 China Maternal and Infant Consumer Market Trend Insights" report (hereinafter referred to as the "Report"), showing that the trend of high-end, refined and personalized maternal and infant consumption is obvious.

The report pointed out that post-90s and post-95s advanced as the main force among mothers and infants, accounting for nearly 60%, and the proportion of educated parents with bachelor degree or above reached 66% of the whole

At the same time, in addition to being happy and joyful as new parents, young parents will also have "personal anxiety" due to the squeezed personal time and increased economic burden after the child is born, because the lack of parenting knowledge and experience brings "nurturing" Feeling of powerlessness", coupled with the "sense of choice" brought about by the uneven quality of maternal and infant products on the market, therefore, they need more professional guidance in bringing babies

In the face of the parenting pressure and confusion of young parents, JD.

The size of the mother and baby market continues to grow

The second-child family and the market for children aged 3+ are worth paying attention to

In recent years, the continuous decline in the birth rate has become a topic of focus in the consumer industry

The report shows that the proportion of the second-born population among newborns has been increasing year by year.

At the same time, with the decline in the birth rate of newborns, the proportion of infants and young children aged 0-3 will decrease in the next three years, and the proportion of children aged 3+ will continue to increase, which will also drive the development of children's product lines

High-end, refinement and personalization promote the development of sub-categories

　　Today's parents' demands for maternal and infant products are more high-end, refined and personalized

　　The survey shows that in the face of the baby's growth needs, the parenting method of "one can of milk powder" has quietly changed, and parents and mothers will pay more attention to choosing high-end products that are not easy to get angry, closer to breast milk ingredients, and richer in nutrients.

　　The lifeline of milk powder category has also been subdivided and extended, ranging from milk powder for pregnant women, milk powder for premature infants, infant milk powder in stages 1-3 to milk powder for school-age children in stage 5 and above, to more refined complementary foods, bibimbap sauce, various complementary cooking oils, fruit Puree vegetable puree, children's seasoning for organic products with various trace elements.

　　The category of diapers is also gradually moving towards "deep high-end".

　　A new era of maternal and child consumption has arrived

(Cui Binwei)

Responsible editor: Zhao Yangyi Review: Zheng Ying