在"精细化养育"成为主流育儿观念的今天，科学补充营养已成为越来越多家庭的共同选择。DHA作为 大脑与视觉发育的关键营养素，一直备受年轻一代家长们的关注。而奇鹤作为深耕营养领域20年的国货 品牌，一直在满足消费者多元化需求路上上下求索，积极推动营养品品类及行业向上发展。 然而，当前的DHA市场产品众多、宣传各异，成分不清、安全性存疑，让许多消费者陷入"选择困 难"。于是，奇鹤为了让父母选得放心、孩子吃得安心，在DHA标准上下了苦工。那么，奇鹤究竟做了 哪些努力？ Part1风口与痛点交织下，DHA市场呼唤"金标准" 随着国民消费水平和健康认知的整体提升，中国家庭普遍更加注重孩子的高质量养育。在此背景 下，"营养第四餐"的概念逐渐普及并被主动应用。其中，DHA因对脑神经和视觉功能发育的重要作 用，尤其受到关注。 《2023 版中国居民膳食营养素参考摄入量》作为指导公众营养健康的核心工具，更是建议从母胎到青 少年，都需要吃够它：DHA每日适宜摄入量：孕期、哺乳期200mg；0～3岁100mg；3～12岁200mg （DHA + EPA）、12～18岁250 mg（DHA + EPA）。 不过需要指出的是，DHA很难 ...

Investment Rating - The report indicates a positive outlook for the parenting and maternal-infant industry, emphasizing the transition towards a "child-centered" approach in parenting, which is expected to drive growth in this sector. Core Insights - The parenting perspective is shifting from a "top-down" command style to a "peer-level" dialogue, with a focus on understanding children's needs and emotions as central to parenting and consumption decisions [4][31]. - The new generation of parents, particularly those born in the 1990s and 2000s, prioritize self-care and balance in parenting, rejecting the notion of "sacrificial parenting" [29][35]. - The concept of "精细化" (refined parenting) is emerging, where parents seek tailored solutions for their children's developmental stages, leading to a demand for more specific and high-quality products [15][39]. Summary by Sections 1. Changes in Parenting Stages and Concepts - The report highlights a significant evolution in parenting concepts, driven by a decline in birth rates and a growing emphasis on quality over quantity in child-rearing [29][60]. - Parents are increasingly focused on the emotional and psychological aspects of parenting, seeking products that provide safety and reassurance [9][13]. 2. Demand for Refined Consumption - The report outlines a shift towards "精细化消费" (refined consumption), where parents are willing to invest more in high-quality, scientifically-backed products for their children [31][45]. - The spending on maternal-infant products is projected to grow significantly, with parents prioritizing safety and effectiveness in their purchasing decisions [62][43]. 3. Rise of Youth Consumer Power - The report notes the increasing influence of youth consumers, particularly teenagers, in family decision-making processes, reshaping traditional family dynamics [24][60]. - This demographic shift is prompting brands to adapt their marketing strategies to resonate with younger parents and their unique needs [19][39]. 4. Deepening Connections through Content - The importance of high-quality content in building trust between brands and families is emphasized, with parents seeking relatable and emotionally resonant narratives [19][20]. - Brands are encouraged to create engaging content that aligns with the "child-centered" parenting philosophy, fostering a sense of partnership with parents [19][20]. 5. Market Growth and Potential - The maternal-infant market in China is projected to experience robust growth, with a compound annual growth rate (CAGR) expected to accelerate from 2018 to 2030 [44][43]. - The report identifies significant opportunities for brands that can effectively navigate the evolving landscape of parenting and consumer expectations [43][45].