From the data report of the "White Paper on the New potential of Consumption in the first quarter of 2024", we can see that the maternal and child consumption market is normally diversified. The overall maternal and child market remained stable, and the proportion of online channels continued to expand. The sales volume of maternal and infant online channels reached 44.02 billion yuan, and the sales volume was close to 500 million pieces. The market size remained basically stable, and the sales volume decreased slightly by 0.6% year-on-year. From the perspective of channels, offline channels still have scale advantages, but online channels continue to expand their scale, and the growth rate since 2016 has been higher than that of offline channels.

Infant and child essential products market remained stable, from the perspective of market segmentation, infant and child milk powder market in the health food exhibition in the largest scale, 2024 Q1 sales reached 10.6 billion yuan, sales increased by 10.6%; Followed by the large volume of baby diapers market, sales exceeded 7.8 billion yuan, a growth rate of 9.1%. The fastest growth rate is the infant nutrition market, the growth rate has slowed down slightly compared with 23 years, and it is the segmentation track that maintains high growth in the maternal and child market.

The baby and child health food market is growing rapidly, and there is a greater demand for essential nutrients and natural and composite ingredients. In 2024, Q1 infant nutrition products still maintained a high growth rate, with sales reaching 2.7 billion yuan, an increase of 16.5%. The market segment is dominated by core ingredients such as calcium, iron and zinc, probiotics, DHA and vitamins, followed by nutritional elements such as lactoferrin and lutein. In terms of social media discussion, more attention is paid to the dimensions of product composition, dosage form and efficacy, focusing on common ingredients and some emerging dosage forms, such as baby gummy candy, blueberry, etc. In addition, whey protein, immunoglobulin, chelated zinc and chelated calcium and other concept words have higher sales growth year-on-year.

The maternal and child care market has developed steadily in the health food exhibition in recent years, and women in first-tier cities aged 26-35 have continuously improved their awareness of maternal and child care products, and brand promotion is more refined and diversified. In the Q1 of 2024, the maternal and child care track as a whole showed a certain expansion momentum, and sales increased by about 8.3% year-on-year. There are many types of maternal and child care, which can be divided into maternal special and infant and child care according to the population, and most tracks have a good performance in 2024 Q1. Online consumption is mainly concentrated in young women aged 26 to 35, and first-tier cities are paying more attention to maternal and child care. Topics such as skincare needs, skin care and post-shower care are trending on social media.

The overall sales trend of mother and child in Q1 in 24 years is basically stable, and the online channel has high potential, and the proportion continues to expand. In the Q1 of 2024, the sales volume of maternal and infant online channels was 44.02 billion yuan, a decrease of 0.6% year-on-year, and the overall market was basically stable; However, from the perspective of average price, due to the remaining annual production capacity of 23, the pressure of dealers' overstocking of goods, the increased price sensitivity of some consumers, the change of child-rearing concept and other factors, the average price of the maternal and child market has continued to decline since November 2023, and the year-on-year decline of about 18.2% in Q1 of 24.

The scientific parenting awareness of maternal and child nutrition groups has been significantly improved, and the selection of products will be more detailed, and they will spend more time and energy on horizontal comparison of products according to the age of children and different needs, and pursue higher cost performance and better quality.

If you want to learn more about the food industry, please visit the Health Food Exhibition website to learn more.

Source: Nutrition Review

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