Maternity Nutrition Market Heats Up And Parents Become New Consumption Power After 1995

In the current maternal and infant nutrition market, maternal nutrition is gradually moving from behind the scenes to in front of the stage, becoming the focus of many families. Although in the past, compared with nutrition for infants and older children, nutrition for pregnant women received relatively low attention, this situation is changing significantly as the post-95 and post-00 children gradually entered the childcare stage. These young parents not only pay attention to their children's health and nutrition, but also pay attention to their own nutrition supplement during pregnancy and childbirth, which has injected new vitality into the pregnancy and childbirth nutrition market.

Tmall Global's White Paper on Maternal and Infant Pregnancy in 2024 recently released by Tmall Global reveals the strong momentum of this trend. Data shows that the overall turnover of pregnancy and childbirth nutrition products on Tmall platform increased by 40% year on year last year. This data not only reflects the consumption trend on the Tmall platform, but also reflects the current enthusiasm of maternal and infant consumers for pregnancy and childbirth nutrition products.

The reason why nutrition products for pregnancy and childbirth have been paid more and more attention is inseparable from China's long-term adherence to scientific maternal and child health care. At the same time, parents' awareness of the relationship between nutrition during pregnancy and birth defect prevention is also increasing. Especially when the post-95s and post-00s became the main force in breeding, they generally had a high level of education and paid more attention to the concept of eugenics. Taking 2023 as an example, the post-95 parents' undergraduate education rate is as high as 80%, and they are more willing to pay for scientific nutrition, which undoubtedly promotes the fine differentiation and professional development of the maternal and infant nutrition track.

Maternal nutrition, as a nutritional supplement specially designed for pregnant women, contains a variety of key nutrients and plays a positive role in maternal and fetal health. From pregnancy preparation to pregnancy and then to postpartum, Baoma's demand for multiple nutrients has always been high. Basic nutrients such as calcium, iron, zinc and vitamins have penetrated into all stages of gestation, and become essential for Baoma's daily supplement. At the same time, DHA, as an important nutrient for brain and vision development, has been widely valued since the pregnancy preparation stage. In addition, the maintenance of spleen and stomach has also become a hot consumption spot. Probiotics, lactase, creams and other products are increasingly favored by Baoma.

According to relevant data, 94.7% of pregnant women will take nutrition products during pregnancy, and 65% of pregnant women will spend more than 2000 yuan on nutrition products from pregnancy to delivery. This data fully shows the popularity of pregnancy and childbirth nutrition in Baoma group. With the deepening of young parents' understanding of maternal nutrition, they are more willing to pay for high-quality and professional maternal nutrition, which also provides a broad space for the development of the maternal nutrition market.