2023
0
China Children’s Nutrition Market Report 2023
2023-03-16T03:02:15+00:00
OX1155781
3695
161504
[{"name":"Babies and Children","url":"https:\/\/store.mintel.com\/industries\/life-stages\/babies-children"},{"name":"Nutrition","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing\/healthy-eating-nutrition"}]
Report
en_GB
“The newest dietary guidelines for children are more specific than before, which will benefit parents with a more straightforward guide to feeding children. Companies and brands should adopt this change…

China Children’s Nutrition Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“The newest dietary guidelines for children are more specific than before, which will benefit parents with a more straightforward guide to feeding children. Companies and brands should adopt this change with innovations and marketing messages to support parents. They should focus on expanding the occasions for hydration and education on the importance of eating vegetables and fruits. Brands should also pay attention to consumers’ wish for affordable healthcare products, and that leads to a rise in innovations targeting the whole family’s health needs in the future.”

– Catherine Liu, Senior Research Analyst

This Report looks at the following areas:

  • Market factors influencing the children’s nutrition market
  • Marketing strategies and new product trends (China and globally)
  • Children’s health issues
  • Parents’ concerns about their children’s diet and their preferred nutrition supplementation options
  • Purpose of taking children’s health supplements.

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • Issues and Insights
            • Hydration is the new ‘snack’
              • Figure 1: Earlybirds “This is a Snack”, UK
              • Figure 2: BeBecook pear and kratom juice for children, China
            • Vegetable and fruit education can do more to target pregnant moms and infants
              • Figure 3: Wo Xiao Ya Douyin channel, China, 2022
            • Health supplements that improve the whole family’s health show future opportunities
              • Figure 4: Yang Sheng Tang Vitamin C supplements, China, 2022
              • Figure 5: Pranarôm Aromanoctis Sleep Gummies with Real Lavender, France, 2022
            • Market Summary
              • The Chinese population marks the first drop in 60 years
                • Dietary guidelines for children got specific
                  • What we think
                  • Market Factors

                    • Dietary pagodas for children now get specific
                      • Figure 6: Balanced diet pagoda for Chinese pre-schoolers and school-age children (6-10 years old), China, 2022
                    • The water intake problem
                      • Figure 7: Recommended amount and time to drink water daily among school-age children, China, 2022
                    • Chinese population dropped for the first time in 60 years
                    • Marketing Activities

                      • Tap into the promotion of seasonal traits
                        • Figure 8: Dietician Mom’s Delicious Breakfast Xiaohongshu page, China, 2022
                        • Figure 9: Creative posters with 24 solar terms and snacks, Bestore, China, 2022
                      • Provide easy-to-read information on key ingredients
                        • Figure 10: Product detail page of Nespray You Xue Rui Xuan student milk formula (6-15 years old), China, 2023
                        • Figure 11: Mengniu M8 children’s growth milk formula, China, 2021
                    • New Product Trends

                      • Food and drinks
                        • Innovations in children’s food and drinks is decreasing
                          • Figure 12: Share of new food and drink* using the children (5-12 years) demographic claim, China, 2018-22
                        • ‘Minus’ claims have surged
                          • Figure 13: Health and nutrition-related claim categories in new food and drink* featuring the children (5-12 years) demographic claim, China, 2018-22
                        • Rising attention on eye health
                          • Figure 14: Top functional claims used in food and drink* featuring the children (5-12 years) demographic claim, China, 2018-22
                        • Probiotics, vitamin D and DHA gaining popularity
                          • Figure 15: Select ingredients used in new food and drink* featuring the children (5-12 years) demographic claim, China, 2018-22
                          • Figure 16: Shamba Star Children’s Growth Yogurt, China, 2022
                        • Growing number of fruit and vegetable-based innovations
                          • Figure 17: Share of fruit and vegetable ingredients used in new food and drink* featuring the children (5-12 years) demographic claim, China, 2018-22
                          • Figure 18: Shu Ge Le Pea Crisps, China, 2022
                        • Global: subscription box to offer kids balanced and fun meals
                          • Figure 19: Raddish kids’ meal subscription service, US
                        • Health supplements
                          • Immune health is the hottest innovation area
                            • Figure 20: Top functional claims used in vitamins and dietary supplements featuring children (5-12 years) demographic claim, global, 2018-22
                            • Figure 21: Examples of supplements that target seasonal colds/flu, China and Norway, 2021-22
                          • Innovation around convenience is getting active
                            • Figure 22: Top convenience claims used in vitamins and dietary supplements featuring children (5-12 years) demographic claim, global, 2018-22
                            • Figure 23: UHA Mixed Fruit Flavour Tablets for Children, Japan, 2022
                        • Children’s Health Issues

                          • A gap to fill in the children’s health industry: oral health care
                            • Figure 24: Children’s health issues, 2022
                          • Poor immunity is heightened in preschool children, and poor eyesight is more common in school-aged kids
                            • Figure 25: Children’s health issues, by age of children, 2022
                          • Paid channels could be ideal for conveying marketing message of certain health topics
                            • Figure 26: Children’s health issues, by select attitude towards children’s nutrition, 2022
                        • Concerns on Diet

                          • Be alarmed on inadequate water intake and its subsequent influence on eating behaviours
                            • Figure 27: Concerns on diet, 2022
                          • “Season” could be a fun concept to boost vegetables/fruits eating
                            • Figure 28: Behaviours of preparing food and drink for children – diet adjustment according to season or solar terms, by concerns on diet – don’t like to eat vegetables/fruits, 2022
                          • Healthy meal subscriptions to address concerns on irregular meals and overeating deep-fried foods
                            • Figure 29: Concerns on diet, by selected attitudes towards children’s nutrition, 2022
                        • Nutrition Supplementation Option

                          • Dairy products win the championship
                            • Figure 30: Nutrition supplementation option, 2022
                          • Grandparents tend to feed children with supplements and growth milk formula to boost additional nutrition
                            • Figure 31: Select nutrition supplementation option, by children’s companion, 2022
                          • Believers of nutrient effectiveness in children’s food and drinks tend to supplement their kids’ meat snacks and juice
                            • Figure 32: Selected nutrition supplementation options, by selected attitudes towards children’s nutrition, 2022
                        • Nutrition Preference in Packaged Products

                          • Growth milk formula is attractive in almost every surveyed nutrient fortifications
                            • Figure 33: Nutrition preference in packaged products, 2022
                          • Highlighting ingredients on front of pack to boost the attractiveness of specific product categories
                            • Figure 34: Nutrition preference in packaged products, by % point difference in behaviour of checking ingredient list, 2022
                        • Purpose of Eating Health Supplements

                          • Certain functional traits win over “balanced nutrition” traits
                            • Figure 35: Purpose of eating health supplements, 2022
                            • Figure 36: TURF analysis – Purpose of eating health supplements, 2022
                            • Figure 37: Gritzo Super Milk Double Chocolate Flavoured Nutrition Drink for Teen Athletes, India, 2020
                          • Sleep health has the potential to target the whole family’s needs
                            • Figure 38: Purpose of eating health supplements, by selected attitudes towards children’s nutrition, 2022
                        • Attitudes towards Children’s Nutrition

                          • Packaged food and drinks are a good starting point for innovations to attract children to enjoy vegetables/fruits
                            • Figure 39: Attitudes towards children’s nutrition, 2022
                            • Figure 40: Selected concerns on diet, by selected attitudes towards children’s nutrition, 2022
                          • More than half of parents believe adult health supplements are also suitable for children
                            • Figure 41: Attitudes towards children’s health supplements, 2022
                            • Figure 42: Attitudes towards children’s health supplements, by education, 2022
                          • Children’s healthy meal subscription service has its potential to thrive
                            • Figure 43: Attitudes towards children’s healthy meal subscription, 2022
                        • Appendix – Methodology and Abbreviations

                          • Methodology
                            • Abbreviations

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