2024
0
China Children’s Nutrition Market Report 2024
2024-02-29T12:01:33+00:00
REPB5E5F45E_3F69_4A52_AAD0_3EDE19A047A1
3695
171012
[{"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
With the current trend for precise and science-based parenting, uncovering potential appetites that exist in the gaps between current product ranges and demographic demands has become an important jumping-off point…

China Children’s Nutrition Market Report 2024

£ 3,695 (Excl.Tax)

Report Summary

With the current trend for precise and science-based parenting, uncovering potential appetites that exist in the gaps between current product ranges and demographic demands has become an important jumping-off point for product innovation.

Qianqian Ji, Senior Analyst, Health and Wellbeing, China

Table of Contents

  1. Executive Summary

    • Key issues covered in this Report
    • Definition
    • What you need to know
    • The market
    • Market factors
    • Marketing activities
    • Product innovation with children claims has slowed in general, but activity is up in some categories
    • Graph 1: category distribution of new food, drink* and healthcare products with the children claim (5-12 years old), January 2019-December 2023
    • Graph 2: share of new food, drink* and healthcare launches with children and babies & toddlers claims, 2019-23
    • New product trends
    • The consumer
    • Emotional and bone development issues are growing rapidly
    • Graph 3: children's health issues, 2022-23
    • Height is the biggest and fastest-growing issue of concern
    • Graph 4: parents' health concerns, 2022-23
    • 'Minus' concept snacks may be the next innovation opportunity
    • Graph 5: the necessity of measures for managing children's health, 2023
    • Online channels top the list for parents acquiring nutritional knowledge
    • Graph 6: sources of information on child nutrition, 2023
    • Parents consider daily meals and snacks to be important sources of key nutrients
    • Graph 7: sources of nutrition for children, 2023
    • Efficacy-related claims are a must-have selling point for health supplements, and increased palatability for children adds value
    • Graph 8: purchasing drivers for choosing children's dietary supplements, 2023
    • Parents prefer food and drinks based on natural ingredients and with no/low sugar claims
    • Graph 9: attitudes towards children's nutrition, 2023
    • Issues and insights
    • What we think
  2. The market

    • Market factors
    • The number of children will decline year by year as a result of the falling birth rate
    • Graph 10: % of population aged 5-14, 2013-22
    • Graph 11: birth rate (‰), 2013-22
    • Increased focus on balanced nutrient intake, light food and healthful snacks
    • Graph 12: Results of an online poll asking "What's your biggest concern about ready meals in schools?"
    • Consumers' willingness to invest in children's health continues to grow despite the intentional spending trend
    • Graph 13: value sales of children's health/dietary supplements, 2022-23
    • Marketing activities
    • Charitable approaches enhance brand recognition among the public
    • ‌Storytelling strengthens the links between product efficacy and consumer hearts and minds
    • ‌Linking healthful snacks to nutritional science
    • New product trends
    • Product innovation with children claims has slowed in general, but activity is up in some categories
    • Graph 14: share of new food, drink* and healthcare launches with children and babies & toddlers claims, 2019-23
    • Graph 15: category distribution of new food, drink and healthcare products with the children claim (5-12 years old), January 2019-December 2023
    • A growing proportion of innovative products contain botanical/herbal ingredients
    • Graph 16: launches with botanical/herbal ingredients as a proportion of all food, drink* and healthcare launches targeting children (aged 5-12), 2019-23
    • The concept of 'clean ingredients' is on the rise
    • Graph 17: launches with low/no/reduced trans fat claims as a proportion of all food, drink* and healthcare launches targeting children (aged 5-12), 2019-23
    • An imbalance between market supply and demand leads to slower innovation in children's products focusing on bone health
    • Graph 18: launches focusing on bone health as a proportion of all food, drink* and health/nutritional supplement launches targeting children (aged 5-12), 2019-23
    • A 'golden ratio' enhances the effectiveness of active substances
    • Age-specific nutrition caters to the precision parenting trend
    • Build on a base of nutritious ingredients kids don't always enjoy
  3. The consumer

    • Children's health issues
    • Emotional health and bone development problems are growing rapidly
    • Graph 19: children's health issues, 2022-23
    • Strong correlation between bone development problems and gastrointestinal problems
    • Graph 20: parents' health concerns, by children's health issues, 2023
    • Height continues to be the most important and fastest-growing concern for parents
    • Graph 21: parents' health concerns, 2022-23
    • Necessary approaches to managing children's health
    • ‌Parents' belief in the necessity of 'light' food for children is relatively strong…
    • Graph 22: the necessity of measures for managing children's health, 2023
    • …but most won't take action, especially in lower-income families
    • Graph 23: the necessity of measures related to a 'light diet' for managing children's health, 2023
    • Graph 24: the necessity of measures related to a 'light diet' for managing children's health, by monthly household income, 2023
    • Sources of knowledge on child nutrition
    • Online channels top the list for parents acquiring nutritional knowledge and making purchasing decisions
    • Graph 25: sources of information on child nutrition, 2023
    • Online content platforms and specialist offline channels are more popular with higher-income households
    • Graph 26: sources of information on child nutrition, by monthly household income, 2023
    • For parents of children with bone development problems, specialist offline services are more appealing
    • Graph 27: sales assistants in mother and baby specialty stores, by children's health issues, 2023
    • Sources of nutrition
    • Snacks that highlight specific nutrients and supplements that highlight functionality are more appealing to parents
    • Graph 28: sources of nutrition for children, 2023
    • Micronutrients and unsaturated fatty acids appeal more in milk powder
    • Purchasing drivers for choosing children's dietary supplements
    • ‌Parents find efficacy-related claims more appealing, and increased palatability for children can add value
    • Graph 29: purchasing drivers for choosing children's dietary supplements, 2023
    • Brand awareness and product segmentation attract parents with higher education levels and income
    • Graph 30: purchasing drivers for choosing children's dietary supplements, by education level, 2023
    • Attitudes towards children's nutrition
    • Food and beverages flavoured and coloured with natural ingredients are more popular with parents and children
    • Graph 31: attitudes towards children's nutrition, 2023
    • No/low sugar and contains sugar substitutes claims are favoured over regular sugar
    • Graph 32: attitudes towards child nutrition – attitudes towards natural sugar/sugar substitutes, 2023
    • Consumers are relatively willing to buy age-specific nutrition products
    • Parents whose children have mood/sleep problems need more targeted nutritional guidance and product advice
    • Graph 33: attitudes towards children's nutrition, by children's health issues, 2023
  4. Issues and insights

    • Prospects remain bright in the bone health/height spaces
    • An imbalance between supply and demand leads to market adjustments, but consumer interest continues to grow rapidly
    • With severe ingredient homogenisation, product innovation needs to tap into new potential demand…
    • …such as the impact of gut health on bones and height
    • Bone health is a gap in the probiotic category
    • Children's milk powder brands can emphasise the link between micronutrients and bone health in their communications
    • Balance palatability and nutritional value with natural ingredients
    • Trend: children's products boasting both palatability and a basis in nutritional science will be increasingly popular
    • Opportunity: natural ingredients simultaneously meet parents' demand for nutrition and palatability
    • The challenge: how to bridge the sensory gap between natural and artificial additives
    • Use the 'stage-specific' concept to precisely target consumer segments
    • Extend the age-specific concept to 'stage-specific' as a premiumisation strategy
    • Immunity and digestive problems can be key functional claims for stage-specific children's health products
    • Graph 34: children's health issues, by attitudes towards children's nutrition, 2023
    • Segment and position products to target micro-needs derived from the physiological characteristics of children in different age groups
    • Examples of products containing different popular ingredients for children's immunity and digestive problems
    • Stage-specific minus claim snacks help parents wean children off heavily-flavoured food
  5. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

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