Mother and Child Industry Watch what is it like in the mother and child industry?

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Under the background of negative population growth in developed countries and increasing uncertainties of repeated epidemics, the maternal and child industry has gradually entered the stock game stage. The implementation of related laws and regulations, such as "licensing system" to "filing system", also put forward new requirements for the healthy and sustainable development of the industry. The pattern of shift of demand side, main consumer and consumer object is gradually showing, new demand is changing constantly, and the consumption field is also changing. Brands in the maternal and child industry also need to adjust their operation ideas and business orientation in time to gain the first opportunity. How to capture the mainstream trend of the market in the numerous changes? Zhongwe Focus Consumer Research Institute carried out maternal and infant market research, integrated industry analysis data and maternal and infant industry observation for in-depth analysis, based on data and facts to support, sorted out the top ten trends in 2022. We also hope that this sharing can provide reference and thinking for mother-and-baby track players to anchor opportunity points, accurately market and refine products and services.

In the mother-baby market, mothers born in the 1990s account for the highest proportion. They are in the prime of their career and have the strongest consumption power, which is the core of infant consumption. As the core group of the new round of maternal and infant consumption gradually takes shape, how maternal and infant products can move the pain points of the post-90s mother group, be perceived and then affect consumption has become the key point of customs clearance for major brands. In-depth insight into the post-90s mothers' parenting needs and consumption habits, so as to make targeted adjustment and adaptation in marketing strategies. In addition, mothers in first-tier cities have more spending power because of their high income, far outpacing other cities in childcare spending.

The number of newborns has been falling in recent years, and it will take time for the newly introduced "three-child policy" to stimulate the effect. Under the background of negative population growth in developed countries and East Asia, middle/young children have become the new subject of market attention at the present stage. For example, according to the data of Tmall International, the nutritional products market for children over 3 years old is rising. Probiotics, various vitamins and other products are in a prosperous period with considerable sales volume, and many overseas brands have entered the market. With the backward shift of consumption objects, the structural reform of maternal and infant industry is quietly coming, driving the supply-side reform. Brands also need to make arrangements in advance, such as rapidly expanding the supply chain, building a more malleable product matrix, etc. At the same time, through category education, reduce the purchase threshold, and actively exert efforts at both ends of supply and demand.

As a new generation of "hot moms", mothers born after 1995 show different values from those born before 1995: they no longer devote themselves to their babies, but also love themselves more and are willing to pay for themselves. For example, more than 85% of post-1995 mothers pay much attention to their postpartum recovery, actively adjust their physical and mental state, and enter a new stage of life. At the same time, as the natives of the Internet, they are more dependent on social networks, and love to share is easy to be planted. Moreover, as a generation living in a rich material life, they also have greater economic autonomy, have more pursuit of beauty and taste, more picky, pay attention to the sense of quality of life and quality price ratio. In addition, through the baptism of diverse cultures, they also pursue individuality and uniqueness. They like the appearance level of products in order to stand out, and they are willing to take the initiative to catch up with the tide.