No eco-friendliness, no purchase? This generation of moms are starting to consume green. Some consumers have expressed opinions as follows:
“Children tend to put toys in their mouths, so the materials used must be eco-friendly and odorless first and foremost. On the premise of genuine and high-quality materials, they should be recyclable and easy to clean.”
“What would attract me to participate in toy recycling is the idea that I can give my unwanted items a new lease on life through recycling. They need to undergo a positive change in the process, from old to renewed, from dirty to clean, which will make me feel that recycling is meaningful.”
“I hope that the materials and the manufacturing processes of the products I buy can be closely aligned with green principles.”
As environmental crises increasingly intrude on daily life, more young people are reflecting on their relationship with society and nature, paying attention to the environmental impact of products they choose in their daily life, and considering “green” as the new fashion, willing to pay for “green.”
“Won’t pay if it’s not environmentally friendly”, the new generation of mothers has started green consumption
The “China Consumer Market Green, Low-Carbon, and Sustainable Trend Survey Report (2023)” jointly released by the Shanghai Consumer Protection Committee and the Daily Economic News shows:
- Consumers’ emphasis on green and low-carbon consumption has significantly increased, especially in first-tier cities like Beijing, Shanghai, Guangzhou, and Shenzhen, where 92% of respondents place a high degree of importance on green and low-carbon consumption, which is much higher than in second-, third-, and fourth-tier cities.
- Generation-Z consumers have become the group with the highest willingness to purchase green and low-carbon products, accounting for 88%, which is significantly higher than consumers from other age groups.
The consumer insight report from Tmall DIGITAL Ecology Lab, “From Awareness to Action: The Rise of Green Consumption,” provides a specific portrait of the green consumer group:
Green consumers are characterized as being relatively young, with a majority being women, and having middle to high purchasing power.
The green female consumer group, as frequent shoppers, place extra emphasis on the safety and health attributes of product. Changes on the consumer side are precisely opportunities for the supply side.
The rapid rise of green lifestyles and the gradual acceptance of green consumption concepts signify that environmental protection has already surpassed mere corporate responsibility and mission for businesses. It’s profoundly rewriting the future blueprint of industries and becoming the new beacon of development.
The Maternal and baby Environmental Protection Pioneer Heading Towards “Green”
Nowadays, in the maternal and baby industry, green and environmental protection are not just slogans or concepts but have become a significant driving force behind the new round of industry development.
In the maternal and baby industry, the embodiment of green environmental protection is primarily concentrated in two main aspects:
First, the practice of green design and production. Companies are committed to choosing environmentally friendly materials, reducing energy consumption, focusing on ecological design, and adopting green production methods to ensure that every environmental protection measure is implemented effectively.
Second, the dissemination of green values through publicity and activities. Through brand promotion and public welfare activities, among various other channels, businesses deepen consumers’ awareness and understanding of environmental issues, inspiring more people to involve themselves in green actions and enhancing their identification and loyalty towards the brand.
Amidst the global upgrading of environmental protection, some maternal and baby brands have already taken the lead, interpreting their profound love for the next generation and this blue planet through practice.
At CBME China 2023, Fangying Ye, the Vice President of Pigeon China, expressed during the acceptance of the Zero Carbon Exhibition Hall certification from SGS: “We hope to call on more enterprises, institutions, and individuals in society to pay attention to and benefit from the green, low-carbon business philosophy through our efforts, and to strive to realize the vision of creating an abundant Earth for our next generation.”
Consistently, Pigeon has always prioritized environmental protection and natural birth. For example, the packaging box of their Master Series of drinking cups is made from 50% sugarcane and 50% wood-source paper, which can be used as fertilizer after shredding; the paper boxes for their Ocean Series wash products use FSC-certified forest paper, and the cream jars use 100% RPET recycled plastic.
On the golden milk source belt at the latitude of 47° north, Feihe’s green pastures and factories are also actively practicing green development concepts. From factory layouts and equipment arrangements to green space, to detailed regulations like the height of the lawns, the wattage of lighting bulbs, and the energy consumption of sensor faucets; in 2022, Feihe saved a total of 2.3934 million kilowatt-hours of energy, saved 98,000 tons of water, and reduced greenhouse gas emissions by 3,133.95 tons of CO2.
In addition to practicing green values, the brilliant execution of these values in brand promotions and social activities also continuously sparks a profound resonance with consumers on environmental issues.
On March 12, the Arbor Day, babemax initiated the “Old Clothes for New Children” clothing recycling action, collecting over a thousand pieces of old children’s clothing in just one month. These old clothes will go through material regeneration and be repurposed with new value.
More than a month later, babemax’s “Green Action for Children — World Earth Day Low-Carbon Family Environmental Protection Alliance” officially launched. At the ceremony, the Chairman and President of the Group, Shi Qiong said, “We expect to educate and motivate the next generation with actual actions by partnering with more brands and instill an awareness of environmental protection in them from an early age, practicing sustainable development.”
It is reported that babemax’s partners, Pigeon and Friso, have already launched ESG projects such as bottle recycling and milk powder can return plans in babemax stores.
Since 2022, Pigeon has initiated a PPSU bottle recycling program globally, which has collected more than 4.7 tons of PPSU material, and these recycled materials will be turned into eco-friendly products after professional processing.
Friso Yoyou initiated the “Milk Powder Can Recycling Program” in 2023, which has shown the power of “quantitative change to qualitative change.” Thousands of little milk powder cans, transformed by the skillful hands of artists, have become public welfare trash cans, quietly guarding every inch of land along the Yellow Riverbanks.
Also, Babycare has developed and produced 100% degradable soft cotton wipes, and Xtep Children has launched its first eco-friendly short sleeve Tee made from renewable materials, while the Anta Group announced in its latest ESG report that “by 2030, it will increase the proportion of sustainable products to 50% and use 50% sustainable raw materials in products.”
These practices of green and environmental protection not only demonstrate the companies’ foresight and proactive stance but also sketch an endless array of possibilities and hopes for the entire industry.
What consumption trends are today’s maternal and baby consumers showing?
CBME Insights conducted research and analysis through visits to the distribution channels, combined with consumer information from social media platforms such as Xiaohongshu (Little Red Book), Sina, Zhihu, and data platforms like Magic Mirror.
Through a comprehensive analysis of these data, we have sorted out the latest consumption portrait insights of the current maternal and baby industry. We have summarized maternal and baby consumption trends into five points: green and environmental protection, natural aesthetic education, family warmth, national trend, and intelligent labor-saving.
Green and Environmental Protection: Consumers are increasingly focusing on the environmental attributes of products, preferring those maternal and baby products that are environmentally friendly and sustainable.
Natural Aesthetic Education: Parents are paying more attention to the importance of natural aesthetic education for their children, hoping that they can meet and appreciate the beauty of nature, so related maternal and baby products are also hot in demand.
Family Warmth: From family nutrition to family department stores, the trend of family-oriented products is becoming more apparent. The maternal and baby consumption scene is no longer focused on 0-3 years old but extends to a broader concept of the family.
National Trend: With the revival of national style (Chinese traditional style), an increasing number of consumers are favoring maternal and baby products with elements of Chinese traditional culture, which not only have a unique aesthetic but also carry on and promote traditional culture.
Intelligent Labor-Saving: Consumers are increasingly focusing on the intelligence and convenience of products. Smart parenting devices that are tech-savvy, portable, and hands-free are becoming a focus for “lazy moms and dads.”
From July 17th to 19th, 2024, CBME VISION Future Maternal and Baby Life Show will make a significant impact.
We will select and display top-quality products that match the annual consumption trends of the maternal and baby industry across five dimensions: green environmental protection, natural aesthetic education, family warmth, national trend, and intelligent labor-saving. This will help maternal and baby industry professionals understand the new annual trends in post-wave maternal and baby consumption and unlock new trends in future maternal and baby lifestyle consumption.
