2024年中国婴幼儿零辅食行业洞察报告

Industry Investment Rating - The report does not explicitly provide an investment rating for the industry [1][2] Core Viewpoints - The Chinese infant and toddler snack and complementary food market has entered a mature stage, with steady growth expected in 2024 [6][19] - The market is driven by scientific parenting concepts, with 84.7% of parents purchasing grain-based complementary foods as a necessity [17] - The market size is projected to reach 46.5 billion yuan in 2024, with further growth potential in lower-tier cities [19] - The industry has seen diversification and refinement in product categories since 2015, with innovations such as organic, nutrient-rich, and snack-based complementary foods [21][22] Market Development - The market has evolved through several stages: initial introduction in the 1980s, category expansion from 2015-2019, subsidy competition from 2019-2021, and maturity from 2022 onwards [6][7][8] - National policies have reinforced standards for infant complementary foods, emphasizing the importance of diverse and additive-free options [10][11][12] - Market penetration is high, with 62% of mothers having fed their children complementary foods in the past year [14][15] Demand Analysis - 95/90s mothers are the primary consumers, with a focus on diverse and scientifically formulated complementary foods [32][35][38] - Mothers prioritize multi-nutrient and portable complementary foods, with 55.5% citing the need for additional nutrients as a key reason for purchasing [40][41] - Organic products are gaining traction, with 65.3% of 95s mothers willing to pay a premium of over 20% for organic options [53][54] Supply Chain and Brand Strategies - The supply chain has matured, with domestic production, overseas imports, and OEM models coexisting [24][25] - Brands like Heinz and Ying Shi have established robust domestic supply chains, while newer brands leverage flexible OEM models for rapid product launches [24][25] - Brands are focusing on scientific feeding solutions and leveraging social media to enhance consumer engagement [28][29] Market Trends and Opportunities - The industry is moving towards more diverse and innovative product offerings, including organic, nutrient-rich, and tech-integrated complementary foods [21][22] - There is a growing demand for convenient, portable, and scientifically formulated complementary foods, particularly in lower-tier markets [19][40] - Brands are increasingly focusing on global sourcing, high-quality production, and rapid market responsiveness to meet consumer demands [85] Consumer Behavior - Mothers are willing to pay a premium for clean ingredient lists, high digestibility, and portable packaging [50][51][64] - The average spending per purchase is around 140 yuan, with 95s mothers spending slightly more than other age groups [66][67] - Mothers prefer high-quality, cost-effective brands, with Heinz and Ying Shi being among the most trusted [69][70] Purchasing Channels and Information Sources - Mainstream e-commerce platforms and maternal and child stores are the primary purchasing channels [81] - Social media plays a significant role in information acquisition, particularly among 95s mothers [77][78]