New-Gen Parents Drive Shift in Infant Feeding: Quality Over Quantity
As new-generation parents demand higher standards in baby care, the infant formula feeding trends are shifting from volume-based growth to quality-oriented development. Within this transition, scientific feeding for babies has become a central focus, particularly in the infant formula category.
According to Kantar’s “Brand Growth Blueprint,” successful brands must foster “meaningful differentiation” to attract more consumers. As competition in the infant formula market intensifies, brands must address parents’ evolving expectations by launching high-quality, science-backed products. Only by aligning with emerging infant formula feeding trends and prioritizing scientific feeding for babies can brands maintain their relevance and capture growth opportunities.
Goat Milk Formula Emerges in Infant Formula Feeding Trends
The “Human Cubs Nourishment Illustrated Guide: 2025 Infant Formula Feeding Trend Report,” jointly released by Kantar and Xiaohongshu, identifies goat milk formula as a strong contender in the latest infant formula feeding trends. Known for its easy digestion, efficient absorption, and low allergenicity, goat milk formula is quickly becoming a preferred option in scientific feeding for babies.
At the 7th Import Expo, Kantar presented the findings at the Ausnutria booth, discussing how goat milk formula is reshaping feeding practices and influencing the broader infant formula feeding trends landscape in China.
New Parents Prioritize Scientific Feeding for Babies
Raising a child comes without a manual, and new-generation parents are crafting their own approaches. A large-scale Kantar survey reveals key parental archetypes, each reflecting unique approaches to scientific feeding for babies:
- Affluent Proactive Type: Invests heavily in premium baby care.
- Laissez-Faire Type: Embraces freedom and new trends in parenting.
- Scientific Research Type: Prioritizes evidence-based decisions in child-rearing.
- Comprehensive Quality Type: Family-wide participation in childcare, with a holistic view.
- Economical Practical Type: Balances cost-effectiveness with care quality.
Despite their differences, these parents are united by a common goal: healthy baby growth through scientific feeding for babies. They make informed choices, favoring hypoallergenic and well-absorbed nutrition. Feeding decisions are increasingly based on both professional guidance and a real-time understanding of their baby’s individual needs.
Small Molecules, High Absorption: Goat Milk and Scientific Feeding for Babies
The latest infant formula feeding trends show a growing parental preference for formula that is safe, nutrient-rich, and easily digestible. Goat milk formula meets these criteria with:
- Naturally small fat globules and protein molecules
- Better absorption
- A2 protein content
- Lower risk of allergies
This aligns perfectly with parents’ expectations for scientific feeding for babies, positioning goat milk formula as a mainstream alternative. The segment has seen rapid growth in search volume and engagement on Xiaohongshu, signaling its rising popularity.
Brand Strategy: Leading Goat Milk Formula and Consumer Trust
As part of the evolving infant formula feeding trends, brands focused on goat milk formula—such as Kabrita—are gaining strong traction among discerning parents. Kabrita is widely recognized for its professional-grade quality and visible feeding effectiveness, making it a go-to brand for scientific feeding for babies.
User-generated content from Xiaohongshu confirms Kabrita’s popularity, with thousands of moms sharing positive feeding experiences. It has ranked first in goat milk powder searches on the platform for three consecutive years, proving that trust and reputation are crucial in navigating modern infant formula feeding trends.
The Broader Trend: Scientific Feeding for Babies in a Low-Birth Era
As China faces a low birth rate and an aging population, refined parenting practices are emerging. The demand for scientific feeding for babies reflects broader societal changes, where parents increasingly:
- Prioritize tailored nutrition solutions
- Seek educational support on feeding practices
- Demand innovation in formula types and delivery
These evolving needs emphasize the potential of the goat milk formula market and the growing influence of infant formula feeding trends on parenting decisions.
Moving Forward: Winning Through Scientific Feeding and Differentiation
Kantar’s “Brand Growth Blueprint” stresses that capturing more consumer mindshare requires meaningful differentiation. For the maternal and baby sector, aligning with infant formula feeding trends and embracing scientific feeding for babies are now essential for brand longevity.
Brands that understand and anticipate feeding behaviors—grounded in science and supported by trust—will be better equipped to win over modern parents and unlock sustained growth.
The following article was originally published by Kantar.
source: https://mp.weixin.qq.com/s/5OHeEkPlbNvWYux70niAQA
