Tawang food industry insight ｜ current situation, consumption data and trend analysis of domestic infant complementary food market

With the continuous enhancement of people's understanding of infant nutrition , The consumption habits of infant food are gradually changing from just buying milk powder and other main foods for infants and young children to buying complementary foods to enrich the dietary structure of infants and young children . Affected by favorable policies and changes in market awareness , The demand for complementary foods in the domestic market surged .“ Three child policy ” The introduction of the has accelerated the infant complementary food industry . On the list of hot words in the mother and baby industry of little red book , Complementary foods are as high as 70% Ranking rate of . High heat , Good prospects , It is not too much to call it a blue ocean market . In this issue 【 Tawang food industry insight 】 In view of the current development situation of the domestic infant complementary food market 、 Consumption data and brand development direction are analyzed and interpreted , Hope to provide reference for relevant enterprises .

 

One ． The development of domestic complementary food market for infants present situation

China's infant population base is huge , The scale of complementary food market has a strong growth foundation .

2016 After the two child policy was fully opened in , The number of newborns has soared ,2018 At the end of the year 0~4 The number of infants and young children aged years accounts for 2018 Of the total population at the end of the year 5.89%、 the height is 8219 ten thousand , China has a huge infant population .

According to data analysis ,2008 In, the market scale of infant complementary food in China was only 35 One hundred million yuan ,2019 Years later, , The market price of complementary foods for infants and young children has entered a period of rapid growth , The market is larger than 400 One hundred million yuan . The annual compound growth rate is 23.1%.2021 year , The implementation of the three child policy , It also triggered the rapid development of the complementary food market . It is expected that the market scale of infant complementary food industry will be 2023 Annual growth to 546.3 RMB 100 million .

2012-2019 Statistics on the market scale of China's infant complementary food industry in

（ Data sources ： CIC Industrial Research Institute ）

Subject to various factors , China's infant complementary food market started late , At present, the permeability is only 25%, Far lower than European and American countries , Huge space for future growth .

The concept of parenting in China is becoming more and more scientific , The importance of complementary foods will increase .

With a good educational background 85 after 、90 Later, it became the main force of consumption in the maternal and infant market , Different from the parental concept of the older generation , Young parents pay more attention to complementary foods , The concept of scientific parenting began to take root in the hearts of the people .

There are many brands of complementary foods for infants , Foreign brands occupy the high-end market

Led by foreign famous brands , There are also many domestic brands , As well as Hong Kong, Macao and Taiwan brands competing to join the complementary food track , Competition has entered a white hot stage . however , For the moment , The consumption impression left by foreign brands is hard to erase , The competitiveness of domestic brands is still low .

2019 Ranking of brand influence index of China's infant complementary food market in

（ Data sources ： CIC Industrial Research Institute ）

Famous foreign brands ： For example, Heinz is the first foreign enterprise to enter the Chinese market , Mainly distributed in China I 、 High end complementary food market in second tier cities , Capture a large number of consumers with high-end and high-quality product concepts . Jiabao opened the consumer market with its originality and safety .

Domestic brands ： For example, beinmei's main attack is the second 、 the third-class cities , The main “ Baby care expert ” Knowledge marketing .2020 From the second half of , Three squirrels of the new generation of leisure snack brands 、 Ryohin keikaku shop 、 Baicao flavor also makes efforts to the infant and child zero complementary food track . Wangwang food also brings a special product for 6 Babimama rice cake, a supplementary food for infants and young children aged more than months, is included .

Infant complementary food e-commerce is developing rapidly .

Honey bud 、 Beibei and other mother and baby vertical e-commerce , Tmall 、 TaoBao 、 Jingdong and other e-commerce platforms , Let online shopping for complementary foods for infants and young children further penetrate , In addition, foreign brands have entered major domestic e-commerce platforms , The online market scale of complementary foods for infants and young children has further expanded .

Generation of e-commerce big data , Make it easier for business owners or brand businesses to understand children's complementary food consumption habits , And the law of online consumption , And make corresponding business decisions or actions .

There are few types of complementary food products for infants , Segmentation and innovation are not in place

part Complementary food products Already become by eliminate Fee frequency Time Higher category . Rice noodles and noodles are commonly purchased complementary foods for infants . In complementary food products for infants , Rice noodles 、 noodles 、 The small steamed bun 、 cookies 、 Puree 、 Grinders 、 Dissolve beans , Consumption can account for 20% above . But for now , Most of the complementary food industry lacks market research , Product homogeneity is serious , Lack of market preference and control .

Two ． Domestic complementary food market for infants Big data consumption

1. 85 after /90 Later, it is the main force of consumption in the infant complementary food market , As women, baomoms undertake the purchase of complementary foods for their children .

2.  from Top20 Search terms Look at , The number of brand search terms accounts for a large number (61.27%) Like a small skin 、 The baby is greedy 、 Jiabao 、 Fawn blue 、 He Yangyang, etc , The number of search terms in category is small （38.73%）, It indicates that the user has a clear brand intention when purchasing in this category , According to brand power 、 Product power to buy .

3.  from Top20 Core words Look at , Rice noodles 、 noodles 、 cookies 、 There are many people searching for fruit puree , Among them, the number of people searching for rice noodles is close to 140 Thousands of people , Far higher than other core words of the same category . Dried meat floss 、 yogurt 、 Ximei 、 The number of people searching for core words such as shrimp slices is not high , But the conversion rate has exceeded 10%.

4.  from Top20 Search for hot words Look at , The search of brand words accounts for more . In non brand words , The click through rate without adding is the highest , Reached 98.26%, The payment conversion rate is also relatively high , Reached 18.5%. When consumers buy complementary foods for infants , Pay more attention to the non addition of ingredients .

（ The above data sources ： Solution consultation ）

3、 ... and ． Analysis of channel environment of offline mother and baby stores

The maternal and infant retail industry has entered a new stage of development , The way of competition has changed dramatically .

Past competition , Mainly around the lot 、 Commodity categories 、 Marketing methods, etc . Now the addition of capital , So many first-line large chains can be said to be unprofitable within half a year when they open stores in local areas , Time for space , Carry out dimension reduction and attack on the surrounding small and medium-sized stores . The impact on the original competition pattern is very large . The joining of Internet enterprises , Accelerate the integration of offline retail , Also give the original competitive environment 、 Competition brings challenges .

Competition in mother and baby retail stores is intensifying , The traditional model is challenged . 

Mother and baby shops cannot only consider how to purchase goods as in the past 、 Sales 、 Simple managers 、 Do some display 、 Increase sales promotion . It should be in the context of consumers returning to the home court , Now we need to focus on the core users , Really understand users .

Offline mother and baby stores have irreplaceable advantages , The infant complementary food industry needs multiple channels to operate .

Mother and baby products and 3C And other products are different , Consumers experience 、 Security 、 Texture has special rigid requirements , Because of that , Make the shopping experience of mother and baby physical stores irreplaceable . 

therefore , In addition to having their own online shopping mall , You can also enter JD 、 Tmall and other e-commerce platforms , Layout other online shopping entrances . Offline stores choose to expand , Enter more medium and high-end mother and baby stores , And large local leading supermarkets 、 Cooperate with partners such as big health industry , Enrich the entrance of all channels .

Four ． Domestic complementary food for infants industry Development Trends and thinking

  The impact of the overseas epidemic has increased , Chinese infant complementary food brands welcome the best development opportunities

Affected by the epidemic , Foreign infant brand production 、 Imports are subject to certain restrictions and impacts , Chinese consumers have also reduced the frequency of overseas shopping due to the epidemic , This provides a good opportunity for domestic infant complementary food enterprises to quickly seize market share .

Although Chinese consumers tend to trust imported infant brands , But with the upgrading and iteration of domestic brand products , Medium and high-end development will increasingly meet the needs of domestic consumers , Break the inherent cognition of domestic inferior quality . In the next six months to one year , Domestic infant brands will usher in the best development opportunities .

Domestic infant food brands need to strengthen consumer confidence . 

2008 Year is a turning point , The melamine incident caused a fatal blow to the whole domestic milk powder , Consumers' confidence in domestic brands is overdrawn .

80 after 、90 Later, parents have gradually become the main consumer in the complementary food market for infants , Although the domestic infant complementary food market is full of flowers , brand 、 There are a wide range of products . However , Complementary food products are mixed , How to establish consumers' confidence in infant complementary food brands , It is an urgent problem to be solved in the current infant complementary food market .

make More professional and convenient complementary food products , It is more in line with the consumption needs of contemporary young parents .

85 after 、90 Later parents' requirements for products are not just quality 、 Guarantee of scientific quality , Also pay attention to product shape design 、 Personalized and humanized functions . Complementary food products can be packaged 、 Design 、 The service is gradually moving towards “85 after 、90 after ” Our consumption concept is close to , It is more important to win the opponent in some details .

Domestic brands need to be improved in both technology and brand , Create an exclusive market space for domestic complementary foods for infants .

There are many brands of complementary foods for infants and young children in China , But at present, foreign well-known brands have higher sales , The specialization of research and development for Chinese babies will become one of the breakthroughs for domestic brands .

Domestic manufacturers can learn from the formula experience of international brands , Increase the content of science and Technology , Targeted research and development of complementary food products for Chinese infants , And give full play to local advantages , Starting from their own characteristics , Pay attention to publicity and marketing , Strengthen after-sales service .

remarks ： Part of the material content and pictures of the article come from the Internet , Invasion and deletion .

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Consumption strategy ： Consumer oriented brand strategy

Tawang 3W Consumption strategy : The age of consumption , Food companies We should unswervingly choose the essential core strategy .

“ The product age ”、“ Channel era ”、“ The era of communication ”, Officially entered “ The age of consumption ”（ A consumer oriented market ）. The characteristic of the consumption era is that enterprises need to spare no effort to stand from the perspective of consumers , Based on consumer demand 、 Consumer perception 、 Consumer path as the benchmark , Refined enterprise value chain . Enterprises should not take internal environmental factors or external competitive factors as the core orientation to build brands , Instead, we should focus on the life ecology of consumers , Study consumer demand directly , It includes explicit demand and implicit demand , In order to meet the needs of matching consumers in the whole operation cycle of the brand .

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Tawang  Taste Wend 

Vice chairman unit of Food College of Jiangnan University  

Focus on the food and health industry · The pioneer of consumption strategy · Brand whole case in-depth service

Tawang （www.tastewend.com） Is a consumer oriented brand company ,  With “ Consumption strategy ” As the core of the strategic consulting company . We are committed to helping food enterprises have in-depth insight into “ consumer ”, Plan the market and win business success . Tawang Tastewend Think that food brands come from the market , Also serve the market , Consumers are the main body of the market , Food brands should take consumers as the strategic starting point , To win the market .