The following article is originally published by Magic Mirror Insights. Source: https://mp.weixin.qq.com/s/ee_pzPwycdlil_ujzU0jhQ The following content is based on a partial summary of the Magic Mirror Insights “Mother and Baby Feeding Supplies Research” report.
Baby bottles and nipples: Online sales trends are slowing down, and there is a high volume of discussions about outdoor usage scenarios
Currently, the online channels for baby bottles and nipples are quite mature. In 2023, the total sales on mainstream e-commerce platforms were 2.67 billion and 1 billion yuan, with year-on-year growth rates of 0.2% and 4.8%, respectively. E-commerce reviews indicate that consumers are highly concerned about odors and safety. They also value the convenience of use — a universal need among consumers.
In terms of product appearance, consumers pay more attention to whether it is easy to observe the remaining amount and the convenience of sterilization, suggesting that excessive patterns on the bottle are not user-friendly. Therefore, brands need to prioritize practicality and convenience, improving aesthetics based on this foundation rather than blindly pursuing appearance. The main pain point for nipples is improper sizing, with complaints about being too large or too small, or the nipple section being too short. Difficulties in disassembly and unscrewing also pose significant issues.
Overall, safety, practicality, and convenience are the primary needs of consumers for baby bottles and nipples, and meeting these requirements is the basis for product innovation.
Looking at social media trends, the discussion volume for these categories has been increasing, with conversations about baby bottles and nipples on mainstream social media platforms growing by 172.4% and 60.0% year-on-year, respectively. Regarding usage scenarios, outdoor excursions ranked first, which aligns with the trend of more parents taking their children outdoors as the pandemic subsides and outdoor activities gain popularity. In terms of functionality and effectiveness, features like anti-colic and heat resistance are top concerns. Additionally, the drop-resistant and thermal insulation features of bottles and the pacifying, sleep-inducing, and tooth-protecting functions of nipples also have high discussion volumes.
Baby Food Processors: market growth Rapidly, crushing effect still needs improvement yet
In 2023, the sales of baby food processors on mainstream e-commerce platforms reached 430 million yuan, up 47.9% year-on-year. The market’s hottest products are mainly divided into two types: one represented by brands like Little Bear, which focus on practicality and cost-effectiveness with a low-end positioning—priced under 100 yuan, not only suitable for making baby food but also for daily cooking preparations such as garlic paste and chili sauce. The pain points include poor crushing results and loud operation noise. The other type, represented by brands like Blue Treasure, tilted towards high-end, intelligent products priced over 400 yuan, integrating functions like blending, steaming, and even offering 11 intelligent menus and smart insulation. These are more focused on baby food preparation, with the main consumer complaints being about the high price-performance ratio and that the crushing and stirring effects are not optimal. Additionally, cleaning these machines can be inconvenient.
In summary, regardless of the product range, an unsatisfactory crushing effect is a common issue. Vendors are continuously iterating on this pain point, with some brands increasing the number of blades to improve the crushing effect. However, feedback from e-commerce reviews indicates that even products with multiple blades do not fully meet expectations, indicating a need for further improvements in crushing technology.
Breast Pumps: Declining market size with the rise of online rental models
In 2023, the online sales of breast pumps on mainstream e-commerce platforms amounted to 1.6 billion yuan, a year-on-year decline of 8.5%. Among the top brands, Baireck achieved counter-trend growth, partly due to the expansion of its online rental business, which saw a 158.0% increase in rental income year-on-year, correspondingly boosting its market share of breast pump accessories.
Several reasons contributed to the popularity of its rental service:
- The brand has a strong product presence, as a medical-grade breast pump brand from South Korea. It has topped the Tmall breast pump V-chart and has been widely praised by consumers for its effectiveness.
- It cooperates with over 450 high-end maternity centers in China, offering credibility.
- Its only major drawback is its large size, making it inconvenient for carrying and unsuitable for working mothers who need to pump milk regularly. Therefore, short-term users find rental a more cost-effective option.
Breast pumps continue to rise in volume on mainstream social media platforms. In usage scenarios, they’re mainly mentioned in the context of breastfeeding-related issues such as engorgement, clogged ducts, and milk insufficiency. Besides, the volume of conversations about stocking up in preparation for pregnancy is also high.
In terms of features and effectiveness, convenience is the most valued, with ease of use and energy-saving being the primary needs for mothers. Additionally, the silent feature is highly rated, mainly for night-time use to avoid waking up the baby and other family members. Moreover, the need for portability suitable for travel and work is also getting attention.
