1. Overview of the Chinese Maternal and Baby Nutrition Industry

Although the birth rate in China has declined in recent years, the market for maternal and baby nutrition products continues to expand. This is attributed to the increased spending power of families with babies and young children, as well as the elevated parenting concepts.

In 2022, China’s maternal and baby nutrition market reached 92.2 billion yuan. It saw a 9.76% year-on-year growth. In 2023, the market grew to 101.5 billion yuan. The three-child policy supports continued growth in 2024. Maternal and baby nutrition market trends in China remain strong. By 2024, the market may reach 111.4 billion yuan.

Related Article: Baby Formula Milk Consumption Demand Report Released

References: AskCI Report 2024

2. Current Chinese Maternal and Baby Nutrition Market

2.1 Latest Customer Demands

The latest consumer demands could be summarized into the following three aspects: safety enhancement, formula innovation, and breakthroughs in product presentation.

Based on emerging consumer trends, when selecting baby nutrition products China, the maternal and baby demographic places significant emphasis on safety requirements. This notion of “safety” is not merely claimed by manufacturers. It requires endorsement from authoritative standards and clear ingredient data to support it. For instance, the “content of core nutritional elements” is a focal point of consumer concern.

Source: JD Report 2023

After meeting the basic nutritional supplementation needs, the maternal and baby demographic has higher expectations for the raw material formulation of products. 42.9% of the respondents hope for formulations without additional additives. 34.7% desire enhanced product functionality, 32.7% seek more portable packaging design, and 28.6% anticipate improved taste. Additionally, personalized customization, low calorie content, and high aesthetic appeal are also expectations of innovation in baby nutrition products China.

Related Article: Tapping the Family Nutrition Market from Alpha to Silver Generation

Source: JD Report 2023

In the past, nutritional supplements were predominantly presented in the form of pills, capsules, and other medicinal formats. However, the new generation of consumers has more diversified demands for the presentation of maternal and baby nutritional products, requiring a blend of healthiness, deliciousness, and amusement. Shifting from traditional pharmaceuticals to functional snacks, the overall trend in maternal and baby nutrition market trends China is towards “lifestyle integration.” Innovative forms such as gummies, effervescent tablets, and jelly, are highly favored by consumers, further propelling the transformation of the baby nutrition products China market.

Source: JD Report 2023

2.2 Customer Purchasing Channels

With the diversified development of purchasing channels, the proportion of online purchases is gradually increasing. In 2021, offline consumption channels for maternal and baby products in China accounted for 66.2%. Maternal and baby product purchases are still predominantly made through offline channels. The purchasing channels for maternal and baby nutritional supplements diversify, while e-commerce platforms pay more attention to and expand their offerings in this category. However, the range of brands and product categories available online is becoming increasingly abundant. This has led to a year-over-year rise in the proportion of online consumption channels. Moreover, online channels possess strong social sharing attributes, allowing consumers to share their preferences and enabling brands to quickly gain user feedback. The proportion of online channels in the maternal and baby nutrition market trends China will continue to increase in the future.

Source: iResearch report 2023

3. Potential Future Trends of the Chinese Maternal and Baby Nutrition Industry

3.1 The industry is moving towards a more refined age-based categorization.

Currently, the maternal and baby nutrition market lacks age-specific products. Most offerings are broadly categorized under labels such as “children” or “pregnant women.” It overlooks the nuanced requirements of babies at different stages. Therefore, consumers have to determine the appropriate age and dosage of nutrients for their babies during the purchasing process. While some leading baby nutrition products China brands have introduced age-specific product matrices, the market as a whole lacks a comprehensive age-based layout.

3.2 The categories are becoming more diverse.

Consumer preferences for maternal and baby nutrition products are shifting towards greater convenience and specificity. The maternal and baby nutrition market trends China reflect this shift, as the industry embraces snacking, ready-to-eat formats, and graded refinement in nutrition products for mothers and babies.

Related Article: Imported Nutrition Trends in China’s Maternity and Baby Market

3.3 Products are becoming healthier and more efficient.

The rising demand for baby nutrition products China is prompting companies to prioritize ingredient quality, nutritional efficiency, and diversified functions. This includes more scientific R&D on formula content, better absorption methods, and functional targeting—signaling a healthier, more value-oriented future for the maternal and baby nutrition market in China.

References: AskCI Report 2024