Innovation is the new criterion to decide which players can maintain and improve their ‘fighting strength’ in the baby nutrition market, and brands need to consider technological elements to convince parents to purchase.
Catherine Liu, Principal Analyst, Health and Wellbeing, China
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Executive Summary
- Key issues covered in this Report
- The market
- The company
- The consumer
- Graph 1: baby health issues, 2021 and 2023
- Graph 2: consumption frequency, 2023
- Graph 3: nutrient supplementation methods, 2023
- Graph 4: willingness to try new products developed from IMF brands, 2023
- Graph 5: IMF brand usage, 2023
- Graph 6: expected health supplement functions, 2023
- Graph 7: important features in baby supplementary foods, 2023
- Issues and insights
- What we think
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The market
- Market size and forecast
- Graph 8: retail sales value of the baby nutrition market* (RMB bn), 2019-23 (est)
- Market factors
- Graph 9: new births (million) and YOY growth (%), 2012-22
- Graph 10: order-specific fertility rate, 2011-21
- Market segmentation
- Graph 11: retail value share of baby nutrition segments, 2019-23 (est)
- Graph 12: [no title]
- Graph 13: [no title]
- Graph 14: retail sales value of baby supplementary foods (est), RMB bn, 2019-23
- Graph 15: retail value share of baby supplementary food segments (est), 2019-23
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The company
- Market share
- Marketing activities
- New product trends
- Graph 16: share of new IMF product launches by stage (including stages 1, 2, 3, and 4), 2019-23
- Graph 17: top five on-pack functional claims among IMF products (including stage 1, 2 and 3), 2019-23
- Graph 18: on-pack plus and other related claims among IMF products (including stage 1, 2 and 3), 2019-23
- Graph 19: share of first-launch-only new IMF (a) products (top five companies), 2020-23
- Graph 20: on-pack claim categories among baby supplementary food products, 2019-23
- Graph 21: share of first-launch-only new baby supplementary food products, by subcategory, 2019-23
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The consumer
- Baby health issues
- Graph 22: baby health issues, 2021 and 2023
- Graph 23: selected baby health issues, by age of youngest child, 2023
- Graph 24: selected baby health issues, by city tiers, 2023
- Consumption frequency
- Graph 25: consumption frequency, 2023
- Graph 26: overall consumption rate (a), 2020 vs 2023
- Graph 27: different frequency users' consumption change in baby yogurt/lactobacillus drinks (a), 2020 vs 2023
- Graph 28: different frequency users' consumption change in baby cheese/cheese sticks, 2020 vs 2023
- Graph 29: heavy users (a) of packaged fruit/vegetable puree, by city tiers, 2023
- IMF brand usage and willingness to try new products developed by IMF brands
- Graph 30: IMF brand usage, by age of youngest child, 2023
- Graph 31: IMF brand usage, by age of youngest child, 2023
- Graph 32: willingness to try new products developed by IMF brands, 2023
- Graph 33: willingness to try new products developed by IMF brands, by IMF brand usage, 2023
- Graph 34: willingness to try new products developed by IMF brands, by monthly personal income, 2023
- Expected health supplement functions
- Graph 35: expected health supplement functions, 2023
- Graph 36: expected health supplement functions, by respondents who have/haven't ever fed their baby with baby health supplements, 2023
- Graph 37: expected health supplement functions, by age of youngest child, 2023
- Nutrient supplementation methods
- Graph 38: nutrient supplementation methods, 2023
- Graph 39: nutrient supplementation methods – repertoire analysis per method, 2023
- Graph 40: Vitamin C supplementation through health supplements designed for infants, by consumption frequency – high (a), 2023
- Important features in baby supplementary foods
- Graph 41: important features in baby supplementary foods, 2023
- Graph 42: repertoire analysis of nutrient supplementation through packaged baby supplementary food and snacks, by baby's health issue of diarrhoea, 2023
- Graph 43: use of technology to enhance nutrient absorption (a) – very important, by baby's health issues of diarrhoea, 2023
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issues and insights
- Adult women: the target group for IMF brands to expand milk powder business
- Technology to drive the next phase of growth in baby supplementary foods
- Decoding the future innovation directions for baby yogurt
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Appendix – size and forecast, methodology and abbreviations
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