China's MaternityBaby Market: Trends, Consumer Shifts, and Digital Integration

2022 Insights on the Maternity and Baby Industry in China

Introduction:

With recent Chinese policies encouraging childbearing, the proportion of second-child births has significantly increased. This tr has fueled growth within the maternity and baby industry. A joint report by Analysys and Bdu Marketing sheds light on key trs shaping this market.

Key Insights:

• The largest segment of maternal and baby product users is under 30 years old 60, indicating that the generation born in the late '90s plays a dominant role.

• Despite the rise in online consumption, traditional offline channels like brick-and-mortar mother-child stores or supermarkets remn crucial.

• Smaller cities with favorable government policies for child rearing are showing high purchasing frequency.

The Evolving Post-90s Consumer:

• The post-90s generation is driving a new consumption paradigm that values quality and personalization, while also being well-informed before making purchases.

• Interest in product reviews, professional information search, and ingredient research has led to diversified development for the maternity and baby sector.

Search Platform Preferences:

• Comprehensive search platforms are favored by over half 45.3 of users, with Bdu standing out as a key platform for maternal-child groups searching for information.

• Social networking sites or short-video apps appeal to only 19.5 of users for such inquiries.

User Behavior in the Maternity and Baby Sphere:

• A wide array of needs is expressed by this user group, divided into categories like product research, authenticity checks, review reading, channel exploration, price comparisons, and knowledge seeking.

• The mother-child audience shows a strong interest in specific areas: personal care, beauty during pregnancy, diet plans centered around fruits, and postpartum focus on weight loss.

Category-Specific Insights:

• Baby food industry segmentation promotes more scientific feeding methods for infants while emphasizing product efficacy and eating techniques. Complementary foods have become an essential source of balanced nutrition.

• Diaper segments showcase a shift towards specialization based on increased functional demands; consumers prioritize products offering tlored solutions to their needs.

• The market is witnessing a surge in demand for products that cater to the unique dietary needs of mothers, emphasizing health and well-being.

:

The maternity and baby industry in China continues to evolve as consumers seek higher quality, personalization, and well-informed decisions. Brands can tap into this growing demand by focusing on these trs, adapting product offerings accordingly, and leveraging digital platforms effectively for marketing strategies.

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