In Q2 2024, China’s mother and baby sector continued to display robust growth and evolving consumer trends. According to the newly released New Consumption Potential White Paper for Q2 2024 by Magic Mirror Insight, the industry experienced notable shifts across multiple categories, including baby care, dairy products, and health foods. This quarterly review highlights key developments, market dynamics, and emerging trends that industry stakeholders should closely monitor.
1. Industry Overview: Offline Channels Still Dominant, But Online Continues to Expand
China’s mother and baby sector saw significant growth in Q2 2024, with total online sales reaching a remarkable 61.55 billion yuan, reflecting a year-on-year growth of 12.0%. This translates to nearly 700 million units sold, driven by rising demand for high-quality and high-value products. Although online sales have been expanding at a consistent pace since 2016, offline channels still maintain a scale advantage, particularly in more traditional markets.
The average price of mother and baby products also increased by 1.4% from the previous quarter, signaling a shift towards premiumization and the higher added value of products. For families with children aged 0-5, average annual consumption continued to rise, highlighting the increasing spending power and attention directed towards child-related expenditures.
2. Essential Baby Products: Stability in Core Markets, Rapid Growth in Baby Care
In terms of subcategories, the infant milk formula market remained the largest within the mother and baby sector, with sales hitting 13.3 billion yuan in Q2 2024, up by 13.1% year-on-year. The infant diaper market, which recorded 9.6 billion yuan in sales (a 12.2% increase), was buoyed by key events such as the spike in births during the Year of the Dragon and major promotional campaigns like the 618 shopping festival.
Notably, the mother and baby care track demonstrated particularly high growth. Online sales for this segment reached 4.85 billion yuan, reflecting a staggering 41.6% year-on-year growth. The rapid expansion of this market underscores the increasing demand for specialized care products that cater to the growing health and wellness needs of mothers and children.
3. Subcategory Insights: Liquid Milk and Camel Milk Surge; Adult Care Outperforms Child Care
Dairy Products: Infant Formula Leads, Liquid Milk Gains Momentum
The dairy products sector saw an overall 9.2% year-on-year increase in sales volume. Infant formula remains the dominant category, holding a 41.0% share of the market. However, the chilled dairy segment witnessed rapid growth, with sales increasing by 35.6%, while the specialized formula market saw a decline of 35.2%.
One of the key trends driving consumer preferences in dairy products is the increasing focus on health components like DHA, HMO, and probiotics, which fulfill consumer demands for products that enhance child growth, immunity, and bone health. Products enriched with these ingredients have seen a surge in popularity, particularly liquid milk and camel milk, both of which now command significant market shares.
In terms of platforms, traditional giants like JD.com continue to dominate the supply chain, while newer platforms such as Douyin are gaining traction by popularizing innovative products like camel milk powder. This cross-platform diversity has contributed to the steady growth of various product categories.
Consumer Preferences: Scent, Taste, and Texture Take Priority
When purchasing dairy products, consumers prioritize the sensory experience of products, focusing mainly on taste, texture, and scent. Health-conscious buyers are increasingly concerned about product ingredients and efficacy, particularly in terms of brain-nourishing components like DHA, which saw a 589.8% increase in consumer interest this quarter.
4. Mother and Baby Care: Health and Cost-Effectiveness Drive Purchasing Decisions
Consumers of mother and baby care products, including moisturizers, sunscreens, and facial cleansers, are highly focused on quality and health benefits. Total sales for these products reached 3.23 billion yuan in Q2 2024. While basic moisturizing products remain the core offerings, postpartum oral care and maternity hair care products demonstrated extraordinary growth, with sales increasing by 669.0% and 506.6%, respectively.
The skincare needs of mothers, both during and after pregnancy, are evolving, with growing demand for products that cater to oral health, hair care, and skin rejuvenation. Interestingly, some non-pregnant consumers are also attracted to these products due to their natural and safe ingredients, indicating a demographic shift in the market.
On social media, discussions about maternal and baby skincare are predominantly centered on product efficacy, particularly for sunscreens designed for babies. Key attributes like moisture retention, a refreshing texture, and easy application are frequently highlighted in product promotions.
5. Health Foods: Weight Management and Women’s Health on the Rise
Health foods have become a pivotal growth area within the broader consumer goods sector, with specific focus areas such as weight management, sports nutrition, and women’s health seeing rapid expansion. In Q2 2024, the weight management market alone saw sales of 3.37 billion yuan, up by 16.2% year-on-year. This growth is largely driven by the increasing consumer demand for functional health products that integrate seamlessly into daily routines.
Capsules continue to dominate the weight management segment, accounting for a 33.0% share of sales. However, more snack-like options such as jelly-based supplements are emerging as a potential growth market, with innovative products like blueberry collagen enzyme jelly gaining significant traction.
Meanwhile, the women’s health segment also showed steady growth, with probiotics and oral capsules becoming increasingly popular. As consumer interest in specialized nutrition increases, products that cater to immune health, menstrual care, and beauty maintenance are expected to see continued demand.
Conclusion: Steady Growth, Evolving Consumer Preferences, and Opportunities for Innovation
China’s mother and baby sector in Q2 2024 reflects a thriving market that continues to evolve with shifting consumer preferences and expanding product categories. The ongoing demand for high-quality, functional, and health-focused products highlights key opportunities for innovation and growth. As consumers become increasingly discerning about ingredients and efficacy, companies that can meet these demands will be well-positioned to succeed in this dynamic market.
Keywords:
- maternity expo 2024 new product launches
- maternity expo 2024 parenting apps and platforms
- Food and snack trends in 2024
- China’s mother and baby sector
