The new generation of parents born in 1990 and 1995 are in power. They are full of subversion in terms of parenting concepts, parenting scenarios, and parenting preferences. Focusing on their individualized and refined needs, more and more subdivided categories are riding the wind and waves. , all of a sudden.
According to the '2022 Jingdong 618 Consumption New Trend Report' released by JD.com a few days ago, based on the trend phenomenon in the past half a year, it is concluded that the trend of 'careful breeding' in the maternal and child industry is prominent, the concept of family refined breeding is gradually deepening, and infant and child rearing and pregnancy management needs are continuously subdivided. At the same time, according to the sales data of JD.com, by comparing the two dimensions of sales volume and sales growth rate, it is found that the transaction contribution of some sub-categories has increased significantly, and many sub-categories are ushering in a high growth trend.
01
High growth: baby flavoring, swimming diapers
According to the sales data of JD.com, the growth rate of baby seasoning and swimming diapers will be particularly obvious in 2022.
What is condiment for infants and young children? What major products does it cover? From the perspective of subdivided categories, condiments for infants and young children are mainly divided into two types: seasonings and edible oils, of which seasonings are the main sub-category, accounting for the main market share. Others such as baby soy sauce, baby sesame oil, and baby fried sesame seasoning are also All belong to the category of condiments for infants and young children. From the perspective of the industry, as a small category that has just started, the growth rate of baby condiments in the past two years has been considerable, and the demand has continued to increase. However, many parents still don’t know when their babies can eat condiments, and whether it is necessary to buy special condiments for babies. After all, the problem of consumer cognition is one of the reasons for the small market size of condiments for infants and young children. In addition, there is anotherobvious phenomenon that there are currently no top players in the infant condiment market, and the overall situation is relatively scattered.
In addition to baby seasonings, the growth of swimming diapers is very obvious. Focusing on the field of diapers, in the past few years, there has already been a trend of accelerated penetration of category specialized segmentation, and some diapers that meet more diverse segmentation scenarios are growing rapidly. Just like swimming diapers, in addition, when the baby is swimming, the movement range is large, and the waterproofness and cutting process are related to the comfort of the baby's wearing. Therefore, many novice mothers in China now realize that the baby wears it when swimming and playing in the water. Swimming diapers are very necessary. Under the huge consumer demand, baby swimming diapers have already become a major new growth point in the industry.
02
Large volume: baby snacks, noodles/porridge, maternity care
According to the sales data of JD.com, in the field of health and nutrition, the two sub-categories of baby snacks and noodles/porridge account for a larger sales volume, followed by the sales volume of maternal care in the field of pregnancy management.
It has to be said that in the past two years, the two major 'hard expenditures' of milk powder and diapers are still the core categories of maternal and child consumption. From small transparency to new top flow. The hot track has attracted a large number of players to enter the game for a while, new brands are emerging one after another, and some giants in the food category are also speeding up their entry, which is constantly stirring up the entire mother and baby snack industry market.
The second is noodles/porridge, because it is more in line with the physique and eating habits of Chinese babies, so it is also habitually called 'Chinese complementary food'. Complementary foods for meals and healthy snacks based on biscuits and teething sticks. The proportion of Chinese complementary foods in the consumption of complementary food products for infants and young children has increased year by year. The reason is that the new generation of young parents, represented by the post-90s and post-95s, have higher requirements for their babies’ feeding. They need scientific feeding, comprehensive nutrition, and a smooth transition to a Chinese-based family diet in the future. Scenes.
When it comes to maternal care, in recent years, with the awakening of women's independent consciousness, the beauty economy is no longer limited to young and non-pregnant women. Pregnant mothers have also begun to release their beauty-loving nature, especially the new generation of postpartum mothers. The demand for maternity care is stronger, and they are willing to pay for professional and quality-guaranteed products and services. Among them, maternity care is a major branch of the maternity market, and the market size continues to rise.