Core Insights - The 2026 Infant Formula Feeding Trends Report indicates that the Chinese infant formula market has entered a phase of refined nurturing and high-quality development, driven by consumption upgrades and policy support towards "premiumization and functionality" [1][2] - Goat milk formula has emerged as a core growth driver in the market due to its differentiated advantages [1] Consumption Trends - Urban families' average annual spending on infants aged 0-3 years increased from 35,000 yuan in 2020 to 52,000 yuan in 2025, with a significant rise in monthly spending on formula for mixed-feeding families [1][14] - The proportion of high-end products (priced above 350 yuan) continues to expand, reflecting a clear trend towards premiumization in consumer preferences [1][14] - New parents show a higher willingness to pay, averaging 351 yuan per can, and are more inclined to pay a premium for design and brand appeal [45] Feeding Behavior and Demand - Mixed feeding remains the mainstream method, accounting for 42% of practices, with cow's milk formula at 53% and goat milk formula at 19% [2][16] - Key pain points for parents include digestion issues, allergic reactions, and weak immunity, with different age groups having distinct needs [2] - The "5P selection model" for choosing formula emphasizes quality safety, formula composition, nutritional balance, production processes, and milk source selection [2] Goat Milk Formula Growth - Goat milk formula is projected to have a compound annual growth rate (CAGR) of 9.6% from 2018 to 2024, significantly outperforming cow's milk formula, which is expected to decline at -3.4% [2][18] - 83% of consumers have switched from other formulas to goat milk formula, highlighting its growing popularity [2] Channel and Brand Trends - Online platforms, particularly Xiaohongshu, have become key for consumer engagement, with 110 million users in the maternal and infant sector [3] - JD.com dominates the B2C market with a 53% share, focusing on quality assurance and efficient supply chains [3][28] - Future goat milk brands will focus on quality visualization, taste optimization, trial experiences, cross-category expansion, and scientific education to enhance consumer trust [3] Nutritional Focus - Parents prioritize quality safety, comprehensive nutrition, and functional formulas when selecting infant formula [34] - The most sought-after nutritional elements include HMO, probiotics, and DHA/ARA, with significant increases in search interest for these components [36][37] Market Dynamics - The demand for early-stage formula (0-6 months) has surged, with search interest for stage one and two formulas increasing by 84% and 22% respectively [39][41] - The market is witnessing a shift towards high-quality development, with a focus on enhancing the nutritional profile and functionality of products [20][39]