母婴消费新趋势：宝宝树《2025年纸尿裤选购白皮书》解读

Core Insights - The "diaper quality issues" incident has raised significant concerns regarding the safety of maternal and infant products, prompting a shift in consumer behavior among mothers [1][6] - The release of the "2025 Diaper Selection White Paper" by BabyTree aims to provide a comprehensive guide for mothers while promoting the sustainable development of the maternal and infant industry [1][8] Group 1: Consumer Behavior Changes - The core consumer force in China's parenting market has shifted to young, highly educated mothers, with over 70% being born in the 1990s and nearly 50% holding a bachelor's degree or higher [3] - Post-incident, over 95% of mothers have become more cautious in purchasing diapers, prioritizing raw material safety and product quality as core selection criteria [6] - Mothers are increasingly favoring direct factory brands, believing they offer better quality control and product stability, reflecting a need to rebuild trust in brands after the incident [6] Group 2: Purchasing Preferences - Safety is the primary criterion for mothers when selecting diapers, with over 95% agreeing that safety is the most important factor, followed by quality, reputation, and price [4] - The purchasing channels preferred by mothers include comprehensive e-commerce platforms and offline maternal and infant stores, which provide product guarantees, robust after-sales service, and discounts [3] - As babies grow, mothers frequently change diaper brands, indicating a detailed consideration of product compatibility with their child's developmental needs [3] Group 3: Future Industry Implications - The insights from the "2025 Diaper Selection White Paper" suggest that the maternal and infant industry will move towards greater transparency, safety, and trustworthiness, ultimately benefiting families and children [8]