2021
0
China Baby Supplementary Foods Market Report 2021
2021-11-16T03:09:24+00:00
OX1048901
3695
145295
[{"name":"Baby Food and Formula","url":"https:\/\/store.mintel.com\/industries\/food\/baby-food-formula"}]
Report
en_GB
“The baby supplementary food market will witness growth in market value and volume despite the continuous decline in new births. Positioning packaged baby food as shortcut for home-cooked meals and…

China Baby Supplementary Foods Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“The baby supplementary food market will witness growth in market value and volume despite the continuous decline in new births. Positioning packaged baby food as shortcut for home-cooked meals and providing specific health benefits rather than being multifunctional would help companies gain market share, given that Mintel predicts the market will continue to be competitive. Brands may also want to pay attention to herbal ingredients, since they are more appealing to parents looking for premium products than commonly-used organic features.”

– Catherine Liu, Senior Research Analyst

This report covers the following issues:

  • Retail market value and volumes of baby supplementary foods, as well as key factors influencing the market
  • The competitive market landscape
  • New product trends and innovative marketing activities
  • Usage penetration of packaged and homemade baby supplementary foods
  • Parents’ attitudes towards product features and brands
  • Information channels used for selecting packaged baby food and seeking homemade baby food guidance

Table of Contents

  1. Overview

      • Key issues covered in this report
        • Products covered in this report
        • Executive Summary

            • The market
              • Market value to keep up robust growth
                • Figure 1: Best-and worst-case value sales forecast of baby supplementary foods, China, 2016-2026
              • Market volume will witness an initial uptick due to the three-child policy
                • Figure 2: Best-and worst-case volume sales forecast of baby supplementary foods, China, 2016-2026
              • Biscuits/rusks/snacks and other baby foods (except cereals) are gaining market share
                • Figure 3: Retail value share of baby supplementary food segments, China, 2017-2021
              • Key players
                • Little Freddie and Engnice gain greater share of a fragmented market
                  • Figure 4: Market value share, by leading baby supplementary food companies, China, 2019-2020
                • Marketing and product innovation highlights
                  • Develop consumer nurture journey through multiple touch points on social media
                    • Product line upgrades according to babies’ different developmental stages
                      • Claim highlight: scope for product differentiation using functional claims (especially digestive and eye health claims)
                        • Category highlight: the rise of baby-specific sauces and seasonings
                          • The consumer
                            • Homemade baby food enjoys a clear lead in usage penetration
                              • Figure 5: Packaged and homemade baby supplementary food usage, China, 2021
                            • 7-12 months is the prime time for using packaged baby food
                              • Figure 6: Packaged baby supplementary food start of usage, China, 2021
                            • Herbal ingredients will appeal to parents seeking premium baby food products
                              • Figure 7: Product features, China, 2021
                              • Figure 8: Select attitudes towards baby supplementary foods, by select product feature, China, 2021
                            • Mother and baby care KOLs can encourage parents to purchase premium baby food products
                              • Figure 9: Packaged baby supplementary food information channel, China, 2021
                              • Figure 10: Select attitudes towards baby supplementary food, by select packaged baby supplementary food information channel, China, 2021
                            • Health professionals (doctors) are popular go-to source among both packaged and homemade baby food seekers
                              • Figure 11: Homemade baby supplementary food information channel, China, 2021
                            • Brand switching becomes less frequent if specific health and nutrition benefits are highlighted
                              • Figure 12: Attitudes towards baby supplementary food brand switching, China, 2021
                              • Figure 13: Attitudes towards baby supplementary food brand switching, by attitudes towards baby supplementary food health functions, China, 2021
                              • Figure 14: Attitudes towards nutrition in homemade and packaged baby supplementary food, by attitudes towards baby supplementary food brand switching, China, 2021
                            • What we think
                            • Issues and Insights

                              • Packaged baby food to tap into homemade occasions
                                • Figure 15: Examples of homemade baby food recipes featuring Ella’s Kitchen’s baby food pouches, UK, 2021
                                • Figure 16: Examples of packaged baby food that serves to add different flavours to homemade meals, China and Global, 2021
                              • Herbal ingredients: the next premium ingredients to watch
                                • Figure 17: Example of herbal baby food product, China, 2021
                                • Figure 18: Example of baby food product featuring herbal ingredients that have stress and sleep functions, Global, 2021
                              • Product diversification in different ways to win market share
                                • Figure 19: Example of Fang Guang’s newly launched products on JD, China, 2020
                                • Figure 20: Example of high protein baby food product, China, 2021
                            • The Market – Market Size and Forecast

                              • Market value maintains robust growth
                                • Figure 21: Retail value sales of baby supplementary food (RMB bn), China, 2016-2021 (est)
                                • Figure 22: Best-and worst-case value sales forecast of baby supplementary foods, China, 2016-2026
                              • New entrants and brand switching ensure retail volume growth
                                • Figure 23: Retail volume sales of baby supplementary foods, China (000 tonnes), 2016-2021 (est)
                                • Figure 24: Best-and worst-case volume sales forecast of baby supplementary foods, China, 2016-2026
                            • Market Factors

                              • Falling birth rates
                                • Figure 25: New births and birth rate, China, 2015-2020
                                • Figure 26: Plan to have more children, China, 2019-2021
                              • Pressure on finances favours homemade food
                                • Figure 27: Financial confidence for the next three months: proportion of those who are ‘very/somewhat/a little bit’ confident, 2019-2021
                              • Greater power of digital touchpoints while offline sales lose influence
                              • Market Segmentation

                                • Biscuits/snacks and other baby food (except cereals) are gaining retail value share
                                  • Figure 28: Retail value share of baby supplementary food segments, China, 2017-2021
                              • Key Players – Market Share

                                • Little Freddie and Engnice aggressively gaining market share
                                  • Figure 29: Market value share, by leading baby supplementary food companies, China, 2019-2020
                                • Market leaders look to expand portfolio based on original strengths
                                  • Figure 30: Heinz’s new products, China, 2021
                                  • Figure 31: Nestlé Gerber’s new products, China, 2021
                                • Fast-growing local brands adopt premium positioning through high-quality local ingredients
                                  • Figure 32: Examples of brands that stand out with high-quality local ingredients, China, 2021
                              • Marketing Activities

                                • Using different social media channels to facilitate purchase decision making
                                  • Figure 33: Examples of Little Freddie’s marketing content, China, 2021
                                • Turn IPs into animations to penetrate baby’s childhood times
                                  • Figure 34: Dear Blue micro animation, China, 2021
                                • ‘Baby food for a week’
                                  • Figure 35: Examples of Wo Xiao Ya’s baby food for a week products, China, 2021
                                • Tailored to age groups
                                  • Figure 36: Engnice’s five feeding stages, China, 2020
                              • New Product Trends

                                • Claim highlights
                                  • Figure 37: New product launches of baby food and drinks*, by claim category, China, 2018-2021
                                • Functional claims: scope for expansion in digestive and eye health functions
                                  • Figure 38: New product launches of baby food and drinks*, by top 10 functional claims, China, 2018-2021
                                  • Figure 39: Examples of baby cereal with stress and sleep functions, Global, 2021
                                  • Figure 40: Asahi Welch’s Premium Concord Grape Juice, Japan, 2021
                                  • Figure 41: Example of baby snack with allergen-free function, Global, 2021
                                • Natural claims: room to grow for organic feature
                                  • Figure 42: New product launches of baby food and drinks*, by top five natural claims, China, 2018-2021
                                  • Figure 43: New product launches of organic baby food and drinks* that also have ethical-environmental claims, Global, 2018-2021
                                  • Figure 44: Examples of organic baby food featuring carbon-neutral positioning, Global, 2020-2021
                                • Minus claims: low sodium is the top minus claim
                                  • Figure 45: New product launches of baby food and drinks*, by minus claims, China, 2018-2021
                                  • Figure 46: Examples of low/no/reduced sodium baby food that fits into home-cooking occasion, China and Global, 2021
                                • Category highlight
                                  • The rise of baby-specific sauces and seasonings
                                    • Figure 47: New product launches of baby food and drinks*, by sub-category, China, 2018-2021
                                    • Figure 48: Share of new product launch types under “other baby food”, China, 2018-2021
                                    • Figure 49: Examples of baby sauce and seasoning products, China, 2021
                                  • Highlight from the global market: wider use of freeze-drying tech in melt-in-mouth snacks
                                    • Figure 50: Examples of baby snacks using freeze-drying techniques, Global, 2020
                                  • Other highlights
                                    • Stay updated to seasonal trends
                                      • Figure 51: Examples of baby food and drink makers offering seasonal products, Global, 2021
                                  • The Consumer – Packaged and Homemade Baby Supplementary Food Usage

                                    • Homemade versions enjoy a clear lead in a variety of categories
                                        • Figure 52: Packaged and homemade baby supplementary food usage, China, 2021
                                      • Affluent, highly-educated parents welcome a variety of products
                                        • Figure 53: Number of baby supplementary food products consumers use, by selected demographic groups, China, 2021
                                        • Figure 54: Usage penetration of homemade versions of baby supplementary food, by selected demographic groups, China, 2021
                                    • Packaged Baby Supplementary Food Start of Usage

                                      • 7-12 months: prime time for packaged baby supplementary foods
                                        • Figure 55: Packaged baby supplementary food start of usage, China, 2021
                                      • Younger generations and those planning to have more children introduce packaged supplementary foods to kids earlier
                                        • Figure 56: Proportion of consumers who start to feed babies packaged baby supplementary foods at a different age, by generation and plan to have more children, China, 2021
                                    • Product Features

                                      • Gut-friendly, protein fortification and organic are attractive
                                        • Figure 57: Product features, China, 2021
                                        • Figure 58: Gaps between consumers’ response to baby supplementary food/drink product features and GNPD baby food and drink* product features**, China, 2021
                                      • Herbal ingredients could become the next premium ingredients
                                        • Figure 59: Select attitudes towards baby supplementary foods, by select product features, China, 2021
                                        • Figure 60: Product features – adding herbal ingredients*, by packaged baby supplementary food start of usage, China, 2021
                                      • Widening of product feature repertoire
                                        • Figure 61: Repertoire of product features, China, 2021
                                        • Figure 62: Number of product features consumers are attracted to, by selected demographic groups, China, 2021
                                      • Homemade baby food has opportunity to provide targeted health benefits
                                        • Figure 63: Select attitudes towards baby supplementary food, by repertoire of product features, China, 2021
                                    • Information Channel

                                      • Packaged baby supplementary food
                                        • Mother and baby KOLs bring excitement to premium products
                                          • Figure 64: Packaged baby supplementary food information channel, China, 2021
                                          • Figure 65: Select attitudes towards baby supplementary food, by select packaged baby supplementary food information channel, China, 2021
                                        • Parents of babies of different ages have their unique go-to sources
                                          • Figure 66: Select packaged baby supplementary food information channel, by age of youngest child, China, 2021
                                        • Postpartum centres attract highly educated Gen Z
                                          • Figure 67: Select packaged baby supplementary food information channel, by generation, China, 2021
                                        • Clear on-pack labels could boost attractiveness of better-for-you features
                                          • Figure 68: Select product features, by select packaged baby supplementary food information channel, China, 2021
                                        • Homemade baby supplementary food
                                          • Health professionals excel in both packaged and homemade occasions
                                            • Figure 69: Homemade baby supplementary food information channel, China, 2021
                                          • Mixed users have unique go-to channels in specified categories
                                            • Figure 70: Select homemade baby supplementary food information channels, mixed users* of selected product types, China, 2021
                                        • Attitudes towards Baby Supplementary Foods

                                          • Parents with more than one baby are not drawn to brand switching
                                            • Figure 71: Attitudes towards baby supplementary food brand switching, China, 2021
                                            • Figure 72: Attitudes towards baby supplementary food brand switching when consumers have more than one kid, China, 2021
                                          • How to increase brand loyalty?
                                            • Providing specific health benefits rather than being multifunctional
                                              • Figure 73: Attitudes towards baby supplementary food brand switching, by attitudes towards baby supplementary food health functions, China, 2021
                                            • Tapping into homemade occasions
                                              • Figure 74: Attitudes towards nutrition in homemade and packaged baby supplementary food, China, 2021
                                              • Figure 75: Attitudes towards nutrition in homemade and packaged baby supplementary food, by attitudes towards baby supplementary food brand switching, China, 2021
                                              • Figure 76: Attitudes towards nutrition in homemade and packaged baby supplementary food, by attitudes towards baby supplementary food health functions, China, 2021
                                          • Appendix – Market Size and Forecast

                                              • Figure 77: Value sales of China’s baby supplementary food retail market, 2016-2026
                                              • Figure 78: Volume sales of China’s baby supplementary food retail market, 2016-2026
                                          • Appendix – Methodology and Abbreviations

                                            • Methodology
                                              • Fan chart forecast
                                                • Abbreviations

                                                About the report

                                                This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                Market

                                                Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                Consumer

                                                Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                Brand/Company

                                                Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                Data

                                                Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                *databooks not available with UK B2B Industry reports.

                                                Below is a sample report, understand what you are buying.

                                                Click to show report
                                                2024 Sample Consumer Cover

                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                                Trusted by companies. Big and small.

                                                Want to speak to us directly?

                                                Contact us with your enquiry and our expert global team can help.

                                                Get in touch