- Contents
- *Overview
- What you need to know
- Covered in this Report
- Definitions
- Figure 1: Mintel’s definition of different income groups, China
What you need to know
Despite a decreasing birth rate, the total baby nutrition market still registers positive growth. Innovations in manufacturing technique and formula upgrade help to bring dynamism to the market.
With poor digestion and malnutrition concerning the highest number of parents, products claiming gut health or fortified nutrition are in high demand. Other functional benefits such as on-the-go convenience and serving training purposes are also sought-after product features of baby nutrition products. Although occupying a minor share of baby nutrition right now, baby health supplements have potential to continue current growing momentum, likely through more efforts being made by manufacturers in communicating their functions and necessities.
Just as parents are devoted to providing the best care for their babies and willing to engage in learning and sharing of feeding experience, they are also more likely to feel confused over brand selection, varied expert opinions, etc. There is much room for education and brands can play an important part in guiding struggling parents.
Covered in this Report
This Report analyses parents’ attitudes towards baby nutrition, including how they plan, approach and consume related products, including infant milk formula, baby supplementary food and baby health supplements for babies/infants aged 0-3 years old.
Infant milk formula comprises packaged dry and liquid products designed specifically for babies/infants, including both baby formula (designed for babies up to 1 year old) and growing up milks (designed for babies/infants aged 1+).
Baby supplementary food comprises packaged dry and liquid products designed specifically for babies that can be eaten directly from the package or after being prepared (cooked, microwaved, mixed with water, mixed with meals), including cereals, noodles, purées, snacks, etc.
Baby health supplements refer to any dietary supplements or nutritional supplements such as minerals, vitamins, fish oil, etc intended for babies.
