从宝宝树《2025纸尿裤选购白皮书》看新生代妈妈的消费智慧

Core Insights - The diaper market is experiencing significant changes driven by the new generation of mothers, particularly those born in the 1990s and 2000s, who now represent over 70% of the consumer base [3] - Safety and quality are the primary considerations for mothers when selecting diapers, with 95.8% prioritizing safety factors [5] - The "2025 Diaper Selection White Paper" by BabyTree provides valuable insights for mothers and indicates the need for the industry to enhance product safety and quality control [5] Group 1: Consumer Trends - New generation mothers, particularly those born in the 90s and 95s, dominate the parenting consumer market, with nearly 50% holding a bachelor's degree or higher [3] - Over half of mothers begin exploring diaper brands during the late pregnancy stage, with a notable increase in brand switching as the baby grows [3] - Mothers prefer comprehensive e-commerce platforms and offline maternity stores for their strong product guarantees, good after-sales service, and significant discounts [3] Group 2: Safety and Quality Concerns - Safety is the foremost consideration for mothers, with over 95% becoming more cautious in their purchasing decisions following incidents like the "diaper renovation" scandal [5] - There is a growing preference for direct factory brands due to perceived advantages in quality control, raw material traceability, and product stability [5] - The industry is urged to strengthen product safety and quality management and improve supply chain transparency to meet the increasingly stringent demands of new generation mothers [5]