2025全球儿童有机配方营养品趋势白皮书

Core Viewpoint - The demand for children's nutritional supplements in China is rapidly increasing as parents recognize the importance of additional nutrition for their children's growth and development, especially in the post-pandemic era [1][2][3]. Group 1: Market Trends and Growth - The children's nutritional supplement market is becoming a new growth point in the maternal and infant industry, with many parents willing to pay a premium for high-quality products despite increased price sensitivity in the new economic cycle [2][3]. - The organic children's nutritional product market in China has seen significant growth, with sales reaching over 100 billion yuan in 2023, marking a 61% increase since 2018, and an annual growth rate of 9.3% [3][11]. - The global organic food market is projected to reach $144.24 billion in 2024 and $227.14 billion by 2031, indicating substantial growth potential for China's organic market, which is still in its early stages [3][11]. Group 2: Consumer Preferences and Behavior - New-generation parents are increasingly focused on comprehensive nutrition for their children, leading to a shift from "cost-performance" to "quality-price ratio" in their purchasing decisions [34]. - Safety and quality are the top concerns for parents when selecting children's nutritional products, with 53% prioritizing product safety and 44% focusing on adequate nutritional content [19][21]. - The preference for organic products is growing, with over 90% of surveyed parents purchasing organic foods, and 58.23% specifically choosing organic children's nutritional products [55][58]. Group 3: Product Development and Innovation - The trend towards organic formulations in children's nutrition reflects a broader consumer demand for high-quality, safe, and effective products, with international brands maintaining a competitive edge due to their established reputation and product lines [4][14]. - The introduction of innovative products, such as organic liquid calcium and zinc, demonstrates the industry's response to consumer demands for higher bioavailability and safety in nutritional supplements [51][52]. - The market is witnessing a diversification of product offerings, including organic minerals, vitamins, and probiotics, catering to the specific health concerns of children as identified by parents [58][62]. Group 4: Distribution Channels - The primary purchasing channels for children's nutritional products include brand websites and offline specialty stores (44.77%), followed closely by e-commerce platforms (42.87%) and offline pharmacies and maternal and infant stores (36.82%) [76][77]. - The distribution strategy is crucial, especially for imported brands, as consumers in lower-tier cities tend to prefer online shopping, while those in higher-tier cities trust specialized offline channels for professional guidance [76][77].