2025生育意愿&母婴消费新图景，这份报告说透了

Core Insights - In 2024, China's birth population stabilized at 9.54 million after seven consecutive years of decline, marking a significant turning point in the country's demographic trend [1][2][20] - The maternal and infant consumption market is expanding rapidly, projected to grow from 3 trillion yuan in 2018 to over 7.6 trillion yuan in 2024, and expected to approach 9 trillion yuan by 2027 [1][26] Policy and Support Measures - The Chinese government is implementing various supportive measures, including annual subsidies of 3,600 yuan for children under three years old starting in 2025, along with tax deductions for childcare and education [2][22] - The expansion of maternity insurance coverage to include flexible workers and migrant workers is part of the government's strategy to enhance support for families [2][22] Demographic Trends - The core demographic for pregnancy and childcare is aged 25 to 34, accounting for over 60% of the population, with a notable trend of late marriage and childbearing [2][4] - There is a significant gap between ideal and actual birth rates, with 64.53% of women desiring two children, but only 26.01% having achieved this [3][35] Regional and Generational Differences - Birth rates vary significantly by region, with first-tier cities showing a strong desire for second children, yet actual birth rates remain low [3][31] - Generation Z shows a preference for fewer children, with a higher inclination towards "child-free" lifestyles compared to older generations [3][36] Consumer Behavior and Preferences - The maternal and infant market is characterized by a shift towards rational consumer behavior, with safety, cost-effectiveness, and functionality being key considerations [8][9] - There is a growing reliance on digital platforms for information and services related to pregnancy and childcare, with over 67% of users depending on specialized maternal and infant apps [9][10] Economic Factors Influencing Birth Decisions - Economic stability is viewed as the primary factor influencing birth decisions, with 53.30% of women citing enhanced family economic strength as crucial [4][39] - The demand for government subsidies is particularly high among lower-tier city residents, while higher-tier city residents prioritize economic and service support [44][45]