The following article was originally published by Kantar.
source: https://mp.weixin.qq.com/s/5OHeEkPlbNvWYux70niAQA
With the new generation of parents pursuing the ultimate in childcare quality, the infant feeding sector is undergoing a transformation. The focus is shifting from volume growth to quality improvement, especially in infant formula, a key subcategory.
Kantar’s “Brand Growth Blueprint” points out that brand growth relies on creating “meaningful differentiation” for more consumers. As competition in the infant formula market intensifies, brands need to address the demands and pain points of their target consumers by breaking through with quality products to find growth opportunities, winning consumers’ hearts with good reputation, and seizing the growth initiative in the market.
The “Human Cubs Nourishment Illustrated Guide: 2025 Infant Formula Feeding Trend Report,” published jointly by Kantar and Xiaohongshu, reveals that goat milk formula, with its benefits of easy digestion, high absorption, and low allergenicity, represents a significant growth opportunity in the infant formula market.
Kantar was invited to the 7th Import Expo, where they released and interpreted the core contents of “The Report” at the Ausnutria booth, exploring the “secret” of how goat milk formula is winning the favor of thousands of families.
01. The new generation of parents focuses on scientific feeding, especially on the effects of nourishment.
No one is born a parent, and there is no standard answer to child-rearing. Kantar conducted an in-depth professional survey of thousands of new-generation parents’ feeding conditions and found that these parents have significant differences in their pain points, preferences, and habits. Based on this diverse group of parents, “The Report” summarizes the five major parenting populations and intricately draws their portraits.
No one is born a parent, and there is no standard answer to child-rearing. Diverse parents have multifaceted developments, leading to the formation of five distinct parenting groups.
- The affluent proactive type. They practice high-consumption parenting, opting for the best within their economic means.
- The laissez-faire self-content type. They favor a relaxed upbringing, eager to try fresh and new things.
- The scientific research type. They become scientists at home, balancing learning and child-rearing without missing a beat.
- The quality comprehensive type. They adopt a hexagonal approach to parenting, with the whole family joining forces in the child-rearing effort.
- The economical practical type. They streamline parenting, saving where they can and spending where necessary.
Although parenting philosophies differ, the healthy growth of the baby remains a common focus for parents. Scientific feeding is not a single mode; there is no hierarchy among various modes. It is about parents carefully choosing every step after doing their homework.
New-generation parents emphasize scientific feeding and especially care about the effects, preferring hypoallergenic food based on their circumstances and open to trying new things. They make feeding adjustments based on both professional advice and the baby’s real-time health condition, supporting the baby’s comprehensive health and growth.
02. Small molecules, easy absorption; the trend of goat milk formula feeding stands out.
When purchasing infant formula, quality, safety, feeding effects, and nutritional content are the top three concerns for parents, who increasingly value whether the formula is easy to digest and provides rich nutrition. Besides traditional cow milk powder, goat milk formula has become a main alternative in the subcategories.
Goat milk formula, with its small molecules, easy absorption, low allergy potential, and rich natural A2 protein content, meets parents’ expectations for high-quality, efficient scientific feeding.
With the booming market for goat milk formula in China, parents highly recognize its high digestion and absorption rates and low allergenicity. The demand for goat milk formula is continually rising and becomes a new choice for infant nourishment. With the segment maturing, ‘goat milk formula’ maintains high growth in searches on Xiaohongshu.
As goat milk formula becomes the new trend in child-rearing, brands that want to gain more favor with parents in this growing market need to create a high-quality brand image, highlight their unique features, and differential advantages. This helps consumers form a clear brand cognition and leverages authentic brand reputation among consumers, further solidifying the brand’s presence in the maternal and child demographic.
When selecting goat milk powder, the new generation of parents tends to prefer big brands focused on goat milk. Among these major brands focused on goat milk formula, Kabrita leads with high recognition, and its infant goat milk formula is praised for its professional quality and feeding effectiveness.
On Xiaohongshu, posts recorded and shared by mothers about infant formula feeding results show that Kabrita has gained trust and recommendations from over ten thousand mothers. The brand’s positive reputation is prominent on Xiaohongshu, establishing its position in parents’ minds. The platform’s data feedback shows that Kabrita has maintained the top spot in goat milk powder search volume for three consecutive years, reaching millions in magnitude.
Against the backdrop of a low birth rate and aging society, the concepts of refined and quality parenting have become mainstream trends. The new generation of parents continuously seeks meticulousness and satisfaction of individual needs while nurturing their children’s overall health and happiness.
Parents’ expectations for high-quality goat milk formula, their desire for product category expansion and innovation, as well as the demand for educational promotion, all indicate the enormous potential of the goat milk powder market.
Kantar’s “Brand Growth Blueprint” underscores that “capturing more consumer mindshare” under the guide of creating meaningful differentiation is the foremost essence of a brand accelerator. For the maternal and child industry, brands need a deeper understanding of and the ability to meet the parenting and feeding demands of maternal and child consumers to win the hearts of parents and fuel fundamental brand growth momentum.
Keywords:
1. Maternity and baby tradeshow exhibitor list 2024
