This article organizes research topics related to the maternal and child market analyzed by the Magic Mirror Insights analyst team since 2024. Through special reports, it analyzes the current state, trends, and future development directions of the maternal and child market, providing valuable references for practitioners in the industry.

The following article is from Magic Mirror Insights Author Magic Mirror Insights

Today, as an important part of the consumer sector, the maternal and child market is undergoing rapid development and change. With the improvement of living standards and the upgrade of consumption concepts, the demand for maternity and infant products is growing, showing diverse and personalized features.
This article organizes research topics related to the “maternal and child” market analyzed by the Magic Mirror Insights team since 2024, analyzing the current state, trends, and future development directions of the maternal and child market through special reports, providing a valuable reference for industry practitioners.

01[Magic Mirror Insights] Baby and Child Skin Barrier Repair White Paper

1. Baby and Child Market Analysis
   The baby and child skincare market focuses on moisturizing and barrier repair with modest online sales growth. The baby and child barrier repair market is a nascent blue ocean with significant room for development. According to Magic Mirror Insights data, in 2023, the online main channel sales of baby and child barrier repair reached 20 million yuan, with a volume of 101,000 units, accounting for 0.16% of the overall market. Currently, discussions about barrier repair concepts are hot on social media, with high demand-side enthusiasm. Due to the characteristics of infant skin, consumers focus on product composition safety, seeking preservative-free, harmful substance-free products.
2. Consumer Insights
   The main consumer group for the baby and child care market comprises post-90s and post-00s highly educated, high-income new mothers. They have a high acceptance of scientific skincare concepts and understand concepts such as compartmental skincare, with seeding channels including private mother groups, social media platforms, and also considering the advice of professional doctors. In addition, families with babies with skin problems pay more attention to skin barrier repair and ingredient safety.
3. Brand Case Analysis – Qinqihu
   Qinqihu focuses on infant and child barrier care, with products featuring shikonin and biomimetic vernix components, using a doctor’s team + effective ingredients + clinically certified components as core competencies.
   The brand targets post-95s and post-00s new mothers as core customers, who are well-educated, advocate for scientific parenting, and continuously learn knowledge and theories in child-rearing.

02 [Magic Mirror Insights] Q1 2024 Consumer New Potential White Paper – Maternity and Infant Edition

1. Industry Overview: The maternity and infant market maintains stability, with online channel proportions continuing to expand
   In Q1 2024, the sales volume of major online channels in the maternity and infant market reached 44.02 billion yuan, with a sales volume of nearly 500 million pieces. The market size remained stable, with a 0.6% year-over-year growth in sales. Looking at the channels, offline channels still have a scale advantage, but online channels continue to expand, with growth rates since 2016 consistently outpacing those of offline channels.
2. Track Situation: The essential goods market for infants and toddlers remains stable, while the maternal and child care and health market exude vitality
   Looking at the segmented markets, the infant formula market is the largest, with Q1 2024 sales reaching 10.6 billion yuan, a year-over-year increase of 10.6%. Following this is the substantial infant and toddler diaper market, with sales exceeding 7.8 billion yuan, an increase of 9.1%. The fastest-growing is the infant nutrition market, with a slightly slower growth rate compared to 2023, but still maintaining high growth within the maternal and child market.
3. Infant Nutrition & Maternity and Infant Care Track Analysis
   Infant Nutrition: The infant health food market is accelerating in growth, with substantial demand for essential nutrients and natural, compound ingredients.
   Maternal and Infant Care: The maternal and infant care market is developing steadily. Women aged 26-35 in first-tier cities are becoming more aware of maternal and infant care products, with brand promotions becoming more refined and diversified.

03 [Magic Mirror Insights] Maternity and Infant Feeding Supplies Research Report

1. Maternity and Infant Market Overview
   The growth trend of mature categories online such as bottles and nipples has slowed, and product design needs to focus on user experience with outdoor excursions becoming a popular scenario; mainstream platforms show significant growth in categories like baby personal care and strollers; scales of breast pumps, maternal and infant personal care small appliances have declined slightly.
2. Analysis of Infant Feeding Durable Goods — Bottles
   Brand Landscape: Pigeon, Hegen, and Simka are the top three brands, with babycare in fifth place, holding 1.4% of the market share, and the top ten brands account for 77.3% of the market share.
   Scenario and Functional Analysis: Outdoor recreation is a key product scenario, and anti-colic function discussions are popular. Consumer negative feedback on bottles mainly includes issues with odor, aesthetic design, and convenience.
3. Analysis of Maternal and Infant Feeding Appliances — Baby Food Maker
   Brand Landscape: Xiaobeixiong is in first place with a 15.5% market share, focusing on practicality and cost-effectiveness; Lanbaofocuses on multi-function steaming and cooking integration, with a relatively higher price.
   Scenario and Functional Analysis: Main usage scenarios are concentrated in the kitchen, household cooking, etc., with the primary consumer need being convenience. There is also demand for effects that are good for digestion, easy to absorb, and heat preservation.

04 [Magic Mirror Insights] Q2 2024 Consumer New Potential White Paper – Maternity and Infant Edition

1. Industry Overview: The maternity and infant market continues to grow steadily, with an increasing share for online channels
   In Q2 2024, the sales revenue of major online channels in the maternity and infant market reached 61.55 billion yuan, with sales volume close to 700 million pieces, with the market size growing steadily and sales increasing by 12.0% year-over-year. From the channel perspective, offline channels still have a scale advantage, but online channels continue to expand, with growth rates from 2016 onwards remaining higher than those of offline channels.
2. Track Situation: The essential goods market for infants and toddlers remains stable, with the maternity personal care market for pregnant women shining
   Looking at the segmented markets, the infant formula market is the largest, with Q2 2024 sales reaching 13.3 billion yuan, a year-over-year increase of 13.1%. Following this is the substantial infant and toddler diaper market, with sales exceeding 9.6 billion yuan, an increase of 12.2%. The fastest-growing are the maternal and child makeup and care markets, but the maternal and child makeup market size is relatively small. In comparison, maternal and child care is a high-growth sub-track in the maternal and child market, with a comparable increase of 41.6%.
3. Maternal and Child Care Track Analysis
   The growth rate of skin care products for adult pregnant women is performing well, with multiple categories like skincare, makeup, and oral care growing. The brand Kangaroo Mother leads the way, laying out multiple sub-tracks; younger women in high-tier cities are more sensitive to maternal and childcare, with the mainstream demand being for moisturizing, and a high level of attention to product ingredient safety.

Keywords:

1. Wholesale baby shower decorations and gifts

2. Baby gear innovations at maternity tradeshow

3. Food and snack consumer behavior analysis