In the first quarter of 2024, infant formula sold 10.6 billion online. Magic Mirror data tells you the chain reaction

2024-05-24 23:26

Published in: Hubei Province

Recently, China Children's Media, as a joint media platform, and Magic Mirror Insight jointly released the "White Paper on New Consumption Potential in the First Quarter of 2024". From the data report, we can see that the maternal and infant consumer market is normally diversified. Let's share the specific report with you today.

The market for baby essentials remains stable, while the market for maternal and child care and health care is full of vitality

From the perspective of market segments, the infant formula market is the largest, with sales reaching RMB 10.6 billion in Q1 2024, a year-on-year increase of 10.6%; followed by the large-scale infant diaper market, with sales exceeding RMB 7.8 billion, a growth rate of 9.1%. The fastest growing market is the infant nutrition market, which has slowed down slightly compared to 2023 and is a high-growth segment in the maternal and infant market.

JD Milk Powder has the largest scale due to its advantages in cross-border channels and distribution mechanisms. The Douyin platform has achieved growth with categories such as children's milk powder. The market for traditional formula milk such as infant milk powder is highly competitive and tends to be saturated. Infant liquid milk and special formula milk powder have increased slightly, and children's milk powder has a relatively high growth rate. Discussions on social media focus on infant formula policies, infant food safety, and major brands launching a large amount of KOL content. Consumer cognitive dimensions are mostly attribute indicators such as milk powder's formula and milk source. Consumer purchasing decisions are mainly composed of two parts: intuitive experience such as smell, taste and solubility, and post-use feelings such as eating effects and adverse reactions.

The infant and child health food market is growing rapidly, with a great demand for essential nutrients and natural and complex ingredients

Consumers of infant nutrition products have a stronger awareness of infant nutrition products and tend to learn about scientific feeding concepts and various nutrients through various online channels. Efficacy and ingredient composition are the first decision-making factors to consider when purchasing nutrition products. At the same time, they gradually develop the habit of purchasing nutrition products according to different stages, age groups and physical conditions. In the first quarter of 2024, infant nutrition products still maintained a relatively high growth rate, with sales reaching 2.7 billion yuan, a year-on-year increase of 16.5%. The market segments are mainly based on core ingredients such as calcium, iron, zinc, probiotics, DHA and vitamins, followed by nutrients such as lactoferrin and lutein. In terms of discussions on social media, more attention is paid to dimensions such as product ingredients, dosage forms and efficacy, focusing on common ingredients and some emerging dosage forms, such as infant soft candies, blueberries, etc. In addition, concept words such as whey protein, immunoglobulin, chelated zinc and chelated calcium have a relatively high year-on-year sales growth rate.

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