The Influence Of Second Child Policy On Maternal And Infant Products

The communiqu of the Fifth Plenary Session of October 29th pointed out that the policy of giving birth to two children to a couple will be fully implemented, which means that the one-child policy that has been implemented for more than 10 years has been abolished.

In the long run, increasing the fertility rate will help alleviate a series of social problems brought about by the aging of the population. In the near future, the second child will undoubtedly greatly boost the potential of consumption.

In the long run of low fertility and rapid development, China's rapid urbanization process and long-term strong consumer confidence, coupled with the full liberalization of the second child population policy, will continue to promote the rapid development of such commodities.

The latest research by Nielsen Co, a market research firm, shows that the growth rate of infant and infant products industry, such as diapers and baby food, has reached 18% in China in 2014.

Approaching 103 billion yuan, this shows the huge commercial potential of the market for manufacturers and retailers.

Generally speaking, in the developed countries with low birth rate and close to saturation in the fast food market, the growth of infant products mainly comes from innovation and product upgrading.

While in

The growing demand for infant products will be the biggest driving force for market growth.

When Chinese infants and young children were shopping for baby food and diapers, 52% and 50% of consumers said they didn't care about price factors.

In contrast, only 36% of India respondents, 36% of Japanese respondents and 21% of Australian respondents indicated that they did not consider price when buying the brand of baby food.

More than 1/3 of Chinese respondents said that when they choose a baby food, they can

The brand is ranked first among all the considerations in terms of 45% of the vote.

Safe raw materials and processing methods (43%) and rich nutrition (36%) are equally important, ranked second and third respectively.

Chinese consumers have stronger trust in well-known brands (78%) compared with consumers in other countries in the Asia Pacific region.

As for brand loyalty, 73% of Chinese consumers interviewed have changed the brand of baby food, and good feedback from family members and friends is the most important reason for them to change their brands (52%).

Compared with other Asian consumers, Chinese consumers have slightly higher loyalty to diaper brands.

Only 63% of Chinese respondents said they had changed the nappy brand.

In contrast, when asked whether or not to change the nappy brand, the proportion of consumers in Japan, Vietnam and Thailand changed their brands to 88%, 87% and 83% respectively.