2022
0
China Baby Supplementary Foods Market Report 2022
2022-10-18T04:02:22+01:00
OX1103123
3695
156569
[{"name":"Baby Food and Formula","url":"https:\/\/store.mintel.com\/industries\/food\/baby-food-formula"}]
Report
en_GB
“The baby supplementary food market is risking decline in value of sales mainly due to the continued decrease in number of new births resulting into lower consumer base. Buoyed by…

China Baby Supplementary Foods Market Report 2022

£ 3,695 (Excl.Tax)

Description

“The baby supplementary food market is risking decline in value of sales mainly due to the continued decrease in number of new births resulting into lower consumer base. Buoyed by COVID-19, products that have a strong health positioning are attracting greater interests in the market. Baby supplementary food brands will have chances to improve sales via tapping into the baby cheese segment, combining diverse flavours with fun designs in addition to being nutritious in biscuits/snacks, and engaging dads in the purchasing process.”

– Catherine Liu, Senior Research Analyst

Key issues covered in this Report

  • Retail market value of baby supplementary foods, as well as key factors influencing the market
  • The competitive market landscape
  • New product trends and innovative marketing activities
  • Consumption frequency, stock-up plans, trade-ups and downs of different types of baby supplementary foods
  • Purchase channels of baby supplementary foods
  • Product features and health-related functions that are attractive to consumers

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Product covered in this Report
  2. Executive Summary

    • The market
      • Figure 1: Retail value sales of baby supplementary foods (RMB bn), China, 2017-22 (est)
      • Figure 2: Best-and worst-case value sales forecast of baby supplementary foods, China, 2018-27
    • Companies and brands
    • Little Freddie became the brand with highest shares
      • Figure 3: Market value share, by leading baby supplementary food companies, China, 2020-21
    • Deer Blue kept an eye on offline retail channels
    • Marketing and innovation highlights
    • The consumer
    • Supplements more heavily used, and cheese consumption turns early
      • Figure 4: Consumption frequency of different types of baby food/drinks, China, 2022
    • Increased interest in stocking up on healthy discretionary food as babies get older
      • Figure 5: Stock-up plan, China, 2022
    • Online and offline channels are equally important
      • Figure 6: Purchase channels, China, 2022
    • Immunity received most interest as a health function in baby food and drinks
      • Figure 7: Health functions, China, 2022
    • Having additional nutrients is foundational and clear category preference seen in fun design features
      • Figure 8: Product features, China, 2022
    • Highest mention of not buying in baby oils/sauce/seasonings
      • Figure 9: Trading up and down, China, 2022
    • What we think
  3. Issues and Insights

    • Cheese becomes limelight
      • Figure 10: Lepur’s baby cheese, China, 2022
    • Decoding the future of baby snacks and biscuits
      • Figure 11: Pulmuone Toy Cookies Under the Ocean Kit, South Korea, 2020
    • Engage dads through sleep-improving elements
      • Figure 12: Fruto Nyanya’s sleep-improving baby food products, Russia, 2022
      • Figure 13: Bebedang Stage 2 Purple Sweet Potato Organic Brown Rice Stick, South Korea, 2020
  4. Market Size, Market Segmentation and Forecast

    • Retail value witnessed slow growth
      • Figure 14: Retail value sales of baby supplementary foods (RMB bn), China, 2017-22 (est)
      • Figure 15: Retail value share of baby supplementary food segments, China, 2018-22
      • Figure 16: Best-and worst-case value sales forecast of baby supplementary foods, China, 2018-27
  5. Market Factors

    • Total number of new births continues to fall
      • Figure 17: Plan to have more children, China, 2019-22
    • The COVID-19 vaccination guideline could have an impact on fertility rate
    • Dietary Guidelines for Infants and Children 2022 released
    • Food safety issues are frequently reported in baby food OEM factories
    • Government continues to reinforce the regulations of selling breast milk substitutes
  6. Market Share

    • Little Freddie became the brand with the highest share
      • Figure 18: Market value share, by leading baby supplementary food companies, China, 2020-21
    • Little Freddie plan to enhance its supply chain management
    • Deer Blue kept an eye on offline retail channels
    • Baby product company entered the baby supplementary food market
  7. Marketing Activities

    • Using infant-specific food standards as a key marketing message
      • Figure 19: Examples of baby food that uses baby specific food standards, China, 2022
    • Classy Kiss explains the age suitability of consuming dairy
      • Figure 20: Classy Kiss Baby’s Second Meal original flavoured yogurt, China, 2022
    • Qiu Tian Man Man integrates baby food with festive foods
      • Figure 21: Qiu Tian Man Man mooncake gift set for babies, China, 2022
    • Elevit diversifies its product portfolio under ‘the first 1,000 days’ concept
      • Figure 22: Bayer’s Elevit infant supplements, China, 2022
  8. New Product Trends

    • The big picture
    • Innovations in China focus on nutrition fortification and functional benefits
      • Figure 23: New product launches of baby food and drinks*, by claim category, Global vs China, 2019-22
      • Figure 24: New product launches of baby food and drinks*, by top 10 plus and functional claims, China, 2019-22 (moving annual)
    • Natural and ethical positionings bounced back
      • Figure 25: New product launches of baby food and drinks*, by claim category, China, 2019-22 (moving annual)
    • Innovation on snacks, biscuits and rusks dropped
      • Figure 26: Sub-category shares in new product launches of baby food and drinks*, China, 2019-22 (moving annual)
    • Cheese innovation is blossoming
      • Figure 27: New product launches of food and drinks* with babies and toddlers (0-4) claims**, by top five sub-category, China, 2019-22
    • What’s trending
    • Products in baby staple food categories start to deliver clean positionings
      • Figure 28: Examples of baby staple food products that highlight a transparent product production process and clean ingredients, China, 2021-22
    • Functional IMF ingredients are used in baby supplementary foods
      • Figure 29: Examples of baby supplementary foods promoting functional ingredients common in IMF, China, 2022
    • What to watch
    • The plant-based claim is gaining though it is at a low base
      • Figure 30: Examples of plant-based baby foods that help increase vegetable and fibre intake, US and UK, 2022
    • Cooking oils are becoming supplements alike
      • Figure 31: Qiu Tian Man Man organic DHA Wild Hickory Oil, China, 2022
    • Big baby food brand launched new lines of baby supplements targeting immunity management
      • Figure 32: Gerber’s Good Start vitamins and supplements, US, 2022
  9. Consumption Frequency

    • Noodles increased in overall usage, and baby supplements are more heavily used
      • Figure 33: Consumption frequency of different types of baby food/drinks, China, 2022
      • Figure 34: Percentage share of consumption frequency of different types of baby food/drinks – Have fed, China, 2020* vs 2022
      • Figure 35: Percentage share of consumption frequency of different types of baby food/drinks – Once or more than once a day, China, 2020* vs 2022
    • An overall drop in usage in early months
      • Figure 36: Consumption frequency of different types of baby food/drinks, by age of youngest child, China, 2020 vs 2022
  10. Stock-up Plan

    • Most willing to stock up on baby supplements, especially younger generations
      • Figure 37: Stock-up plan, China, 2022
    • Those who plan to have more children are more willing to stock up on baby yogurt and biscuits
      • Figure 38: Stock-up plan for selected baby food/drinks, by plan to have more children, China, 2022
    • Increasing likelihood to stock up on healthy non-staple baby foods as babies grow
      • Figure 39: Stock up plan for staple baby food/drinks, by age of the youngest child, China, 2022
      • Figure 40: Stock up plan for non-staple baby food/drinks, by age of the youngest child, China, 2022
  11. Purchase Channels

    • Online and offline channels are equally important
      • Figure 41: Purchase channels, China, 2022
    • Some high-income parents are also value-driven
      • Figure 42: Select purchase channels, by monthly personal income, China, 2022
    • Specialised offline stores offer a common ground for selling IMF and baby supplementary foods
      • Figure 43: Top six purchase channels of infant milk formula* and baby supplementary foods, China, 2022
  12. Health Functions

    • Immunity raises the most interest
      • Figure 44: Health functions, China, 2022
    • Dads are more driven to seek sleep-improving function
      • Figure 45: Health function – Improving sleep quality, by gender and age, China, 2022
  13. Product Features

    • Clear category preference seen in fun design features
      • Figure 46: Product features, China, 2022
    • Functional baby sauce and seasonings more welcomed in tier 1 markets
      • Figure 47: Product features – Additional nutrients (a), by city tiers (b), China, 2022
    • Those who stock up on baby cheese more attracted to buying baby cheese with additional nutrients
      • Figure 48: Product features of cheese – Additional nutrients (a), by stock up plan – cheese, China, 2022
  14. Trading Up and Down

    • Highest mention of not buying baby oils/sauce/seasonings
      • Figure 49: Trading up and down, China, 2022
    • Majority of consumers stick to buying products at a similar price
      • Figure 50: Trading up and down among consumers who have plans/will buy baby supplementary foods in the next 12 months, China, 2022
    • Heavy users of baby fruit/vegetable purée have more interest in trading up baby snacks
      • Figure 51: Consumers who plan to trade up (a) baby supplementary foods in the next 12 months, by consumption frequency of packaged fruit/vegetable purée – once or more than once a day, China, 2022
  15. Appendix – Market Size and Forecast

      • Figure 52: Value sales of China’s baby supplementary food retail market, 2017-27
  16. Appendix – Methodology and Abbreviations

    • Methodology
    • Fan chart forecast
    • Abbreviations

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