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The market
- Market size and forecast
- Birth rates have rebounded temporarily, yet long-term fertility intentions remain weak
- Graph 1: birth rate (‰), 2015-24
- Graph 2: plan to have another child, 2019-25
- Even with declining birth rates, the baby nutrition market continues to grow steadily
- Graph 3: baby nutrition market* retail value (RMB bn), 2020-30
- With extended feeding periods and higher penetration, the infant formula market is expected to remain stable in the near term
- Graph 4: retail value of infant milk formula (RMB bn), 2020-30
- Baby nutritional supplements are showing weak category innovation, potentially hindering market growth
- Graph 5: retail value of the baby nutritional supplement market (RMB bn), 2020-30
- Continuously evolving feeding concepts and product iterations help the supplementary food market stay resilient
- Graph 6: retail value of baby supplementary foods (RMB bn), 2020-30
- Snacks, yogurt and sausage supplementary foods are showing strong growth
- Graph 7: retail value share of baby supplementary food segments*, 2021-25 (est)
- The dietary diversity feeding concept is set to drive future innovation in composite supplementary foods
- Focus on anaemia prevention and protein supplementation, cereal and meat-based supplementary foods will see new opportunities
- New product trends
- After several sluggish years, innovation in baby food is gaining momentum again
- Graph 8: share of new launches in baby food*, 2020-25
- New product claims prioritise safety over functional benefits, with product traceability codes becoming standard features
- Graph 9: types of claims in baby food*, 2024-25
- Graph 10: faster-growing sub-claims within baby food positioning claims, 2020-25.
- High-quality milk sources are becoming a claim for reinforcing the safety of infant formula
- Graph 11: proportion of new launches featuring high-quality milk source* claims in major markets, 2020-25
- Ingredients for brain development and immunity enhancement are a focus of innovation in infant formula…
- … and also the core selling points of best-selling infant formulas
- Staple supplementary foods still dominate, and sophisticated ingredient formulations are the practical implementation of month-specific products
- Snack-style supplementary foods and yogurt have been key areas of innovation over the past year and may serve as future growth engines
- Graph 12: share of new types of products in baby snacks and supplementary food categories, 2020-25
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The consumer
- Baby nutrition products should prioritise the three core issues of weak constitution, slow growth and high risk of anaemia
- Eating, digestive and immunity issues remain the main concerns, with attention to developmental and allergy issues gradually increasing
- Adopt different tonal approaches when talking about boosting immunity and supporting development
- Graph 13: health benefits of interest, 2025
- Reducing anaemia risk represents a potential value proposition for attracting more parents, yet market education is still required
- Graph 14: health benefits of interest – cross analysis, 2025
- Highlight high-quality milk sources and rich nutrition further strengthen the value of infant formula
- Both the penetration and feeding frequency of infant milk formula have risen
- Graph 15: consumption frequency of infant milk formula, 2025
- Graph 16: consumption frequency of infant milk formula, 2024 vs 2025
- High-quality milk sources are the primary premium attribute and are particularly appealing to key customer groups
- Target the iron supplementation and muscle growth needs that stem from picky eating and introduce more composite supplementary foods
- Staple-type supplementary foods remain the highest consumption category, while penetration of other categories is increasing overall
- Graph 17: consumption frequency of baby supplementary foods, 2025
- Graph 18: changes in the consumption frequency of baby supplementary foods, 2024 vs 2025
- Foods rich in high-quality protein or iron are major problems for picky eaters, giving packaged supplementary foods an advantage
- Graph 19: feeding approaches for dietary variety – my baby does not eat this type of food, 2025
- Graph 20: feeding approaches for dietary variety, 2025
- In the future, high-quality milk sources can serve as a foundation for developing high-protein supplementary foods with more complex flavours
- Graph 21: premium product factors, by consumption frequency – once a week or less, 2025
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Appendix – market size and forecast, research methodology and abbreviations
- Market size and forecast
- Methodology
- Abbreviations
This Market Dynamics report features market data taken from Mintel’s China Baby Nutrition Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the China baby nutrition market. The full report is available to purchase here.
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