At present, the overall willingness of Chinese people to have children is declining. Qipu data show that compared with 10 years ago, the number of one-child births has decreased by 35.2%. However, the size of the maternal and infant market continues to grow, from 1.24 trillion yuan in 2012 to 4 trillion yuan in 2020.
Why is there such a contrast?
The previous two-child policy played a certain role, and the proportion of “two children” among the birth population increased from 30% in 2013 to 50% in 2017. Moreover, with the increase of household income and the new generation of Baoma’s pursuit of high-quality childcare products, these factors are stimulating the development of mother and child market.
According to iResearch consulting data, the number of core mother and child families reached 278 million in 2019. At present, the scale of Pan mother and child population in China has exceeded 210 million, most of which are young and highly educated.
Today, the minibus will take a look at the new trends in the trillion level mother and child consumption market with you in combination with the Research Report on consumption and information access channels for mother and child populations in China.
Mother and child families in China
30% of household income is spent on childcare
Why can the mother and baby market grow smoothly under the downward trend of birth rate? We might as well take a look at the spending of baopa and Baoma on mother and baby products in the next session.
According to the data of 2021, the average total expenditure of mothers and infants on child rearing and education is 5262 yuan / month, accounting for 20% – 30% of family income.
Comparing different regions, the difference of childcare cost is more obvious. Mothers and infants in first tier cities spend an average of 6593 yuan per month on their children; In the third tier and below cities, the average monthly cost is 3706 yuan.
What are the treasure mothers in these different regions buying and paying attention to?
The data show that Baoma in first tier cities pays more attention to large baby products and early education and entertainment; Baoma in second tier cities pays more attention to the consumption decisions of medical and health care, toys and food; Baoma in low tier cities are more interested in wearing baby clothes.
Mother and baby products are more refined
Full potential of infant care products
At present, the classification of maternal and infant products is more refined and rich, and it is also subdivided into four tracks: precipitation products, potential products, just needed products and mainstream products.
What kind of products can take the lead in the maternal and infant consumer market?
We should look dialectically. For example, the toy market demand for just needed products is large, but the growth rate is slow; As a potential product, the market scale of infant care products is small, but the development space is large.
Like diapers that babies can’t live without, they have become the most balanced products, with good sales and stable growth.
At present, from the products recently purchased by mothers and infants, food / clothing / use is still the main category of consumption, with a purchase proportion of more than 80%.
Post time: Nov-05-2021