Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total China retail value sales of baby food and drinks, 2009-19
- Companies, brands and innovations
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- Figure 2: Leading companies’ market shares in the China retail baby food and drink market, by value, 2013
- Growing up milk and baby formula
- Baby cereals top new launches in 2013
- Vegetable-based and organic claims carried by 53% of launches
- The consumer
- Simultaneous usage between packaged and home-cooked baby food
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- Figure 3: Baby food usage (including packaged and homemade baby food) in the last three months, March 2014
- Baby formula milk powder outperformed other packaged products
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- Figure 4: Frequency of eating baby food (including packaged and homemade baby food) in the last three months, March 2014
- Major challenges – Food safety concerns and age of baby
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- Figure 5: Reasons for not using packaged baby food in the last three months, March 2014
- Scope to boost no additives and natural ingredients
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- Figure 6: Factors influencing packaged baby food choice, March 2014
- Strengthen immunity, brain and bone development tap into packaged baby food to advance
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- Figure 7: Interest in benefits from packaged baby food, March 2014
- Mistrust in professional endorsements
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- Figure 8: Attitudes towards baby food, March 2014
- Engaging with online forum
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- Figure 9: Baby food purchase, behaviour and usage. March 2014
- What we think
Issues and Insights
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- Vegetable and organic claims hold the key to healthy market growth
- The facts
- The implications
- How to reach homemade baby food users?
- The facts
- The implications
- How to draw new users to the baby food and drink market?
- The facts
- The implications
- Using premiumisation to fine-tune loyalty among affluent mums
- The facts
- The implications
Trend Application
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- Trend: Minimize Me
- Trend: Influentials
- Trend: Extend my Brand
Market Size and Forecast
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- Key points
- Chinese baby food and drink market continues to grow at a steady pace
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- Figure 10: Total China retail value and volume sales of baby food and drinks, 2009-19
- Market forecast
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- Figure 11: Total China retail value sales of baby food and drinks, 2009-19
- Figure 12: Total China retail market volume of baby food and drinks, 2009-19
- Forecast methodology
- Market drivers
- Ageing population drives the easing of the one-child policy
- Sustainable growth in urbanisation and employment awakens the importance of healthy lifestyle
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- Figure 13: Annual growth in rural and urban household income, China, 2009-13
- The potential new consumer class – Young migrant workers
- Environmental and food safety concerns drive premium baby food products
- Market barriers
- Ongoing mistrust – Strong competition from homemade baby food
- Tighter regulations on infant formula milk
- Challenges for domestic companies – Price fixing by foreign players has lowered average retail prices
- Grandparents can be a major resistance to manufactured baby food and drink products
- Multiple economic factors could depress baby food consumption
Market Segmentation
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- Key points
- Baby formula milk and cereals/snacks dominated
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- Figure 14: Value of the China retail baby food market, by segment, 2008-13
- Figure 15: Volume of the China retail baby food market, by segment, 2008-13
- Figure 16: Conversions for milk for powder/liquid
- Biscuits and rusks gain greater presence
Market Share
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- Key points
- The need for infant milk gives international companies the lead
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- Figure 17: Leading companies’ market shares in the China retail baby food and drink market, by value, 2010-13
- Figure 18: Leading companies’ market shares in the China retail baby food and drink market, by volume, 2010-13
- Domestic companies step up for NPD
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- Figure 19: Leading companies’ innovation shares in the China retail baby food market, by share of variants, 2013
Who’s Innovating?
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- Key points
- Baby cereals top new launches in 2013
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- Figure 20: Share of new product launches within the China baby food, drink and milk market, by segment, 2009-14
- Growing up milk and baby formula
- Vegetable-based and organic claims carried by 53% of launches
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- Figure 21: Share of new product launches within the China baby food, drink and milk market, by claims, 2009- 13
- Figure 22: Shares of organic innovations in the China retail baby food market, by country, 2013
- Flexible and can packaging lead
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- Figure 23: Share of new product launches within the China baby food, drink and milk market, by package types, 2009-13
- Figure 24: Share of new product launches within the China baby food, drink and milk market, by total package sizes, top 10, 2009-13
Companies and Brands
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- International companies
- Nestlé S.A.
- Mead Johnson
- Danone
- Heinz
- Domestic companies
- Yili
- Beingmate
- Biostime
The Consumer – Usage of Baby Food
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- Key points
- Simultaneous usage between packaged and home-cooked baby food
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- Figure 25: Baby food usage (including packaged and homemade baby food) in the last three months, March 2014
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- Figure 26: Baby food usage (breast milk) in the last three months, by age of child, March 2014
- Who prefers homemade baby food or packaged baby food?
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- Figure 27: Most popular baby food usage (including packaged baby food) in the last three months, by demographics, March 2014
- How will the new family planning policy influence packaged baby food consumption?
- Elderly people’s decisions are influential
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- Figure 28: Most popular baby food usage (including packaged baby food) in the last three months, by role in purchasing baby food and drinks, March 2014
- So how to target the elderly?
The Consumer – Frequency of Eating Baby Food
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- Key points
- How to target younger and older mothers?
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- Figure 29: Repertoire of baby food usage of packaged food in the last three months, by demographics, March 2014
- Baby formula milk powder outperformed other packaged products
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- Figure 30: Frequency of eating baby food (including packaged and homemade baby food) in the last three months, March 2014
- Boosting usage of baby juice blends with mixed vegetables and fruits for mothers born in the late 1980s and 1990s
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- Figure 31: Baby food usage (including packaged baby juice and packaged vegetable and fruit) in the last three months, by age, March 2014
- How to maintain usage of packaged baby meals for older parents (over-35s)?
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- Figure 32: Baby food usage (packaged baby meals) in the last three months, by demographic, March 2014
The Consumer – Reasons for Not Using Packaged Baby Food
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- Key points
- Major challenges – food safety concerns and age of baby
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- Figure 33: Reasons for not using packaged baby food in the last three months, March 2014
- Who commonly perceives packaged meat and fish, package baby juice and dairy drinks to be unsafe?
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- Figure 34: Most popular reasons for not using packaged baby meat/fish food, packaged baby juice and dairy drinks in the last three months, by demographics, March 2014
- The nutritional information should be emphasised in future NPD
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- Figure 35: Share of new product launches within the China baby food, drinks and milk market, by claims, 2008-14
The Consumer – Factors Influencing Packaged Baby Food Choice
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- Key points
- Scope to boost no additives and natural ingredients
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- Figure 36: Factors influencing packaged baby food choice, March 2014
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- Figure 37: Share of new product launches within the China baby food, drink and milk market, by no additives/preservatives, 2008-14
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- Figure 38: Most popular factors influencing packaged baby food choice – Rank 1, by age and monthly personal income, March 2014
- Premium baby food products to surge in China
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- Figure 39: Share of new product launches within the China baby food, drink and milk market, by price, Q3/Q4 2013 and Q1/Q2 2014
The Consumer – Interest in Benefits from Packaged Baby Food
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- Key points
- Strengthen immunity, brain and bone development tap into packaged baby food to advance
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- Figure 40: Interest in benefits from packaged baby food, March 2014
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- Figure 41: Most popular interest in benefits from packaged baby food, by monthly personal income, March 201
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- Figure 42: Share of new product launches within the China baby food, drink and milk market, by claims, 2008-14
- Interest in specific benefits found in different packaged products
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- Figure 43: Baby food usage (packaged) in the last three months, by most popular interest in benefits from baby formula milk powder, March 2014
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- Figure 44: Baby food usage (packaged) in the last three months, by most popular interest in benefits from packaged baby food, March 2014
- ‘Secondary benefits’ addressed in packaged baby food for households with two children?
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- Figure 45: Most popular interest in benefits from packaged baby food, by number of children in household, March 2014
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- Figure 46: Most popular interest in benefits from packaged baby food, by age, March 2014
The Consumer – Attitudes Towards Baby Food
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- Key points
- Mistrust in professional endorsements
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- Figure 47: Attitudes towards baby food, March 2014
- Organic claims have yet to fulfil consumer demand
- Organic NPD is key for mothers aged 20-29
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- Figure 48: Attitudes towards baby food, by age, March 2014
- Foreign labels – International varieties inspire packaged meals
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- Figure 49: Agreement with the statement “It’s worth paying more for imported baby foods”, by demographics, March 2014
- Can domestic companies persuade Chinese parents to switch to manufactured baby food?
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- Figure 50: Agreement with the statement “China’s baby food brands are just as reliable as international brands”, by monthly personal income, March 2014
The Consumer – Attitudes Towards Baby Food Purchase, Behaviour and Usage
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- Key points
- Engaging with online forums
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- Figure 51: Baby food purchase, behaviour and usage. March 2014
- How can using online forums drive revenue?
- Appealing ingredients’ images and education through label design makes mothers tick
- The size matters – minimising the package
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- Figure 52: Agreement with the statement “I find it inconvenient to feed my baby with the packaged baby food/drink when out of home (eg product not easy to carry around, cannot reseal after opened)”, by demographics, March 2014
- Smaller packaging to control nutritional intake and avoid childhood obesity
- Opportunity for premium baby-friendly sauces products
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- Figure 53: Agreement with the statement “I use baby-friendly ingredients when preparing food for my baby (eg baby sauces, walnut oil for babies)”, by monthly household income, March 2014
The Consumer – Target Groups
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- Key points
- Mintel named the four clusters according to their particular characteristics
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- Figure 54: Target groups, March 2014
- Family-Oriented Buyers
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- Figure 55: Family-Oriented Buyers, by demographics, March 2014
- Demographics
- Characteristics
- Marketing implications
- Homemade Baby Food Lovers
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- Figure 56: Homemade Baby Food Lovers, by demographics, March 2014
- Demographics
- Characteristics
- Marketing implications
- Emerging Middle-Class
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- Figure 57: Emerging Middle-Class, by demographics, March 2014
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- Figure 58: Emerging Middle-Class, by demographics, March 2014
- Demographics
- Characteristics
- Marketing implications
- Premium and Innovation Hunters
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- Figure 59: Premium and Innovation Hunters, by demographics, March 2014
- Demographics
- Characteristics
- Marketing implications
Appendix – The Consumer – Usage of Baby Food
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- Figure 60: Baby food usage (including packaged and homemade baby food) in the last three months, March 2014
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- Figure 61: Most popular baby food usage (including packaged baby food) in the last three months, by demographics, March 2014
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- Figure 62: Next most popular baby food usage (including packaged baby food) in the last three months, by demographics, March 2014
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- Figure 63: Baby food usage (including homemade baby food) in the last three months, by demographics, March 2014
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- Figure 64: Baby food usage (including packaged and homemade baby food) in the last three months, by most popular baby food purchase, behaviour and usage. March 2014
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- Figure 65: Baby food usage (including packaged and homemade baby food) in the last three months, by next most popular baby food purchase, behaviour and usage. March 2014
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- Figure 66: Baby food usage (including packaged and homemade baby food) in the last three months, by most popular factors influencing packaged baby food choice – Rank 1, March 2014
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- Figure 67: Baby food usage (including packaged and homemade baby food) in the last three months, by next most popular factors influencing packaged baby food choice – Rank 1, March 2014
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- Figure 68: Baby food usage (including packaged and homemade baby food) in the last three months, by most popular factors influencing packaged baby food choice – Rank 2, March 2014
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- Figure 69: Baby food usage (including packaged and homemade baby food) in the last three months, by next most popular factors influencing packaged baby food choice – Rank 2, March 2014
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- Figure 70: Baby food usage (including packaged and homemade baby food) in the last three months, by most popular factors influencing packaged baby food choice – Rank 3, March 2014
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- Figure 71: Baby food usage (including packaged and homemade baby food) in the last three months, by next most popular factors influencing packaged baby food choice – Rank 3, March 2014
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- Figure 72: Baby food usage (including packaged and homemade baby food) in the last three months, by most popular interest in benefits from packaged baby food, March 2014
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- Figure 73: Baby food usage (including packaged and homemade baby food) in the last three months, by next most popular interest in benefits from packaged baby food, March 2014
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- Figure 74: Baby food usage (including packaged and homemade baby food) in the last three months, by most popular attitudes towards baby food – Any agree, March 2014
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- Figure 75: Baby food usage (including packaged and homemade baby food) in the last three months, by next most popular attitudes towards baby food – Any agree, March 2014
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- Figure 76: Baby food usage (including packaged and homemade baby food) in the last three months, by other attitudes towards baby food – Any agree, March 2014
- Repertoire analysis
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- Figure 77: Repertoire of baby food usage of packaged food in the last three months, March 2014
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- Figure 78: Repertoire of baby food usage of packaged food in the last three months, by demographics, March 2014
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- Figure 79: Baby food usage (including packaged and homemade baby food) in the last three months, by repertoire of baby food usage of packaged food in the last three months, March 2014
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Appendix – The Consumer – Frequency of Eating Baby Food
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- Figure 80: Frequency of eating baby food (including packaged and homemade baby food) in the last three months, March 2014
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- Figure 81: Frequency of eating baby formula milk powder (including packaged and homemade baby food) in the last three months, by demographics, March 2014
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- Figure 82: Frequency of eating packaged baby meals (including packaged and homemade baby food) in the last three months, by demographics, March 2014
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- Figure 83: Frequency of eating packaged baby meat/fish food (including packaged and homemade baby food) in the last three months, by demographics, March 2014
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- Figure 84: Frequency of eating packaged baby vegetable and fruit (including packaged and homemade baby food) in the last three months, by demographics, March 2014
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- Figure 85: Frequency of eating packaged baby juice (including packaged and homemade baby food) in the last three months, by demographics, March 2014
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- Figure 86: Frequency of eating packaged baby dairy drinks (including packaged and homemade baby food) in the last three months, by demographics, March 2014
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- Figure 87: Frequency of eating baby snacks (including packaged and homemade baby food) in the last three months, by demographics, March 2014
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- Figure 88: Frequency of eating baby health supplements (including packaged and homemade baby food) in the last three months, by demographics, March 2014
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- Figure 89: Frequency of drinking breast milk (including packaged and homemade baby food) in the last three months, by demographics, March 2014
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- Figure 90: Frequency of eating homemade meals (including packaged and homemade baby food) in the last three months, by demographics, March 2014
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- Figure 91: Frequency of eating homemade meat/fish food (including packaged and homemade baby food) in the last three months, by demographics, March 2014
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- Figure 92: Frequency of eating homemade vegetarian food (including packaged and homemade baby food) in the last three months, by demographics, March 2014
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- Figure 93: Frequency of eating homemade fruit purée or fruit juice (including packaged and homemade baby food) in the last three months, by demographics, March 2014
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Appendix – The Consumer – Reasons for Not Using Packaged Baby Food
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- Figure 94: Reasons for not using packaged baby food in the last three months, March 2014
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- Figure 95: Most popular reasons for not using packaged baby meals in the last three months, by demographics, March 2014
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- Figure 96: Next most popular reasons for not using packaged baby meals in the last three months, by demographics, March 2014
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- Figure 97: Most popular reasons for not using packaged baby meat/fish food in the last three months, by demographics, March 2014
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- Figure 98: Next most popular reasons for not using packaged baby meat/fish food in the last three months, by demographics, March 2014
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- Figure 99: Most popular reasons for not using packaged baby vegetable and fruit in the last three months, by demographics, March 2014
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- Figure 100: Next most popular reasons for not using packaged baby vegetable and fruit in the last three months, by demographics, March 2014
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- Figure 101: Most popular reasons for not using packaged baby juice and dairy drinks in the last three months, by demographics, March 2014
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- Figure 102: Next most popular reasons for not using packaged baby juice and dairy drinks in the last three months, by demographics, March 2014
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- Figure 103: Most popular reasons for not using baby snacks in the last three months, by demographics, March 2014
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- Figure 104: Next most popular reasons for not using baby snacks in the last three months, by demographics, March 2014
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- Figure 105: Most popular reasons for not using baby health supplements in the last three months, by demographics, March 2014
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- Figure 106: Next most popular reasons for not using baby health supplements in the last three months, by demographics, March 2014
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Appendix – The Consumer – Factors Influencing Packaged Baby Food Choice
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- Figure 107: Factors influencing packaged baby food choice, March 2014
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- Figure 108: Most popular factors influencing packaged baby food choice – Rank 1, by demographics, March 2014
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- Figure 109: Next most popular factors influencing packaged baby food choice – Rank 1, by demographics, March 2014
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- Figure 110: Other factors influencing packaged baby food choice – Rank 1, by demographics, March 2014
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- Figure 111: Most popular factors influencing packaged baby food choice – Rank 2, by demographics, March 2014
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- Figure 112: Next most popular factors influencing packaged baby food choice – Rank 2, by demographics, March 2014
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- Figure 113: Other factors influencing packaged baby food choice – Rank 2, by demographics, March 2014
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- Figure 114: Most popular factors influencing packaged baby food choice – Rank 3, by demographics, March 2014
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- Figure 115: Next most popular factors influencing packaged baby food choice – Rank 3, by demographics, March 2014
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- Figure 116: Other factors influencing packaged baby food choice – Rank 3, by demographics, March 2014
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Appendix – The Consumer – Interest in Benefits from Packaged Baby Food
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- Figure 117: Interest in benefits from packaged baby food, March 2014
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- Figure 118: Most popular interest in benefits from packaged baby food, by demographics, March 2014
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- Figure 119: Next most popular interest in benefits from packaged baby food, by demographics, March 2014
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Appendix – The Consumer – Attitudes Towards Baby Food
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- Figure 120: Attitudes towards baby food, March 2014
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- Figure 121: Agreement with the statement ‘It’s worth paying more for organic baby foods’, by demographics, March 2014
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- Figure 122: Agreement with the statement ‘It’s worth paying more for imported baby foods’, by demographics, March 2014
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- Figure 123: Agreement with the statement ‘China’s baby food brands are just as reliable as international brands’, by demographics, March 2014
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- Figure 124: Agreement with the statement ‘It is worth trying different brands of baby food before finding the best one for my baby’, by demographics, March 2014
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- Figure 125: Agreement with the statement ‘It is safer to feed babies with different food products from the same brand’, by demographics, March 2014
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- Figure 126: Agreement with the statement ‘Baby food brands offering loyalty/membership schemes are more reliable’, by demographics, March 2014
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- Figure 127: Agreement with the statement ‘I worry about my child’s health and nutrition status’, by demographics, March 2014
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- Figure 128: Agreement with the statement ‘It’s important that women take health supplements during pregnancy’, by demographics, March 2014
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- Figure 129: Agreement with the statement ‘Baby health supplements can provide the nutrition which they can’t get from their everyday diet’, by demographics, March 2014
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- Figure 130: Agreement with the statement ‘Baby formula milk powder is more nutritious than cow’s milk’, by demographics, March 2014
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- Figure 131: Agreement with the statement ‘It is worth paying for professional baby-feeding guidance from nutritionists that are not associated to the brands’, by demographics, March 2014
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- Figure 132: Agreement with the statement ‘Recommendations about baby food from doctors are reliable’, by demographics, March 2014
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- Figure 133: Agreement with the statement ‘I am not convinced of the baby food product reviews on media’, by demographics, March 2014
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Appendix – The Consumer – Attitudes Towards Baby Food Purchase, Behaviour and Usage
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- Figure 134: Baby food purchase, behaviour and usage. March 2014
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- Figure 135: Most popular baby food purchase, behaviour and usage, by demographics, March 2014
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- Figure 136: Next most popular baby food purchase, behaviour and usage, by demographics, March 2014
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- Figure 137: Other baby food purchase, behaviour and usage, by demographics, March 2014
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Appendix – The Consumer – Target Groups
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- Figure 138: Target groups, March 2014
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- Figure 139: Target groups, by demographics, March 2014
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- Figure 140: Baby food usage (including packaged and homemade baby food) in the last three months, by target groups, March 2014
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- Figure 141: Frequency of eating baby food (including packaged and homemade baby food) in the last three months, by target groups, March 2014
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- Figure 142: Baby Food purchase, behaviour and usage, by target groups, March 2014
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- Figure 143: Interest in benefits from packaged baby food, by target groups, March 2014
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