Xin Ou
Research expert covering Greater China
Maternity and childcare product industry in China - statistics & facts
Despite the lifting of the one-child policy and various measures to encourage childbirth, birth rates in China have plummeted since 2016. The number of newborns per 1,000 inhabitants hit an all-time low in 2023, with only a slight improvement in 2024. This decline has exposed the country’s maternity and childcare product market to significant challenges. However, rising disposable incomes and shifting consumer perspectives have also brought substantial opportunities to the market.
In response, many brands have strengthened their partnerships with mother and baby platforms and social media influencers (KOLs) to enhance visibility and promote retail sales. While the country’s maternity and childcare products market may experience some slowdown, brands that offer trustworthy products and understand how to market them are well-positioned to succeed.
China‘s evolving parenting product market
Unlike older generations, Gen Z and millennial parents are more open to Western-style parenting products. Additionally, improved living standards have enabled families to afford not only necessities such as infant food, diapers, and clothing but also nutrition supplements, hygiene products, and intellectual toys. This change in parenting approaches has fueled steady growth in China's maternity and childcare products market.Infant formula: from imported to locally made
Following the egregious baby formula contamination scandal in 2008, international baby food and milk formula brands saw a boost in demand in China. However, with government efforts to increase support for local milk formulas, the market share of domestic milk formula brands has risen considerably in recent years. In 2023, Chinese baby formula brand Feihe ranked first in terms of market share among all infant milk formula brands, indicating the revitalization of the local baby formula industry.How Chinese parents' online research creates business opportunities
Chinese parents are increasingly turning to the internet for information about child-rearing, early education, and more. According to a survey in 2024, most parents in China use mother and baby websites to acquire parenting knowledge. They are also more likely to purchase baby and parenting products from trusted sources or based on the recommendations of these sources.In response, many brands have strengthened their partnerships with mother and baby platforms and social media influencers (KOLs) to enhance visibility and promote retail sales. While the country’s maternity and childcare products market may experience some slowdown, brands that offer trustworthy products and understand how to market them are well-positioned to succeed.
