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Under the background of consumption upgrading, the new consumption concept has given birth to new market opportunities, and the focus of enterprise channel layout is also constantly adjusting. In addition, with the increase in the proportion of two-child families, the new family mother and child population consumption preferences change, the mother and child market ushered in many new trends and opportunities. In this regard, maternal and child enterprises how to insight into the changes, seize the opportunity? At the "New Family, New Growth, 2018 China Maternal and Infant Entrepreneur Leadership Meeting", Ni yi, vice president of Nielsen China, published the theme sharing of "New Trends of China's Infant FAST Consumer Goods", which mainly interpreted the latest trends of the current mother and infant market from four aspects: mother and infant channels, key categories of mother and infant, insight into the behavior of mother and infant consumer goods and the future development trend of mother and infant FAST consumer goods, providing reference for the future development.

Dynamic tracking of maternal and infant channels

The double-digit growth of the mother and child channel, the growth rate of the mother and child market is obvious. According to Nielsen's research, comparing 2017 with 2018, cosmetics specialty stores and mother-and-child channels still maintain double-digit growth despite the relatively weak growth of traditional business channels, which is an important reason for the growth of online and offline channels of fast consumer goods.

The offline mother and child channel is still the main battlefield, and the share continues to expand. The offline maternal and infant channel is still an important battlefield in the overall sales of maternal and infant fast-moving consumer goods, accounting for nearly 50% of the total, and the sales growth rate is 15%. At the same time, online e-commerce continues to advance by leaps and bounds, with sales of the entire maternal and infant category increasing by 23% in the past year. These two major channels have basically promoted the growth of the overall retail market for mother and infant fast consumer goods. Although the double eleven and other e-commerce festivals have caused a certain squeeze on offline mother and child channels and business super channels, offline mother and child channels are still the main sales force.

Observation on the Development of Maternal and Infant Key Categories

Consumption upgrade and new products into the main driving force of mother and child market growth. In the face of the overall growth of the fast-moving consumer goods market for mothers and infants, the motivations behind it are mainly divided into four categories: sales, prices, consumption upgrades and new products. Nielsen research shows that compared with the past two years, among the five major maternal and infant categories, the contribution of sales volume and price is relatively small, and the sales growth mainly comes from consumption upgrading and new products.

The proportion of organic infant food is increasing year by year, and the choice of baby products is more international and quality. Driven by consumption upgrades and new products, consumers have put forward higher demands for infant food and supplies.

In addition, among the mainstream infant products brands analyzed by Nielsen, the top five diaper brands are all foreign brands, with a share contribution rate of nearly 40%.

Insight into Consumer Habits of Maternal and Infant FMCs

1. Two-child family offline consumption channels

According to Nielsen Research, comparing 2017 and 2018 maternal and child consumer data, the number of second-child families has increased and the proportion of second-child families has increased. In addition to the traditional maternal and child channels, business channels and online channels, two-child families also like to buy maternal and child products in the personal care products channel.

2. Maternal and infant consumers purchase categories online

The proportion of online purchases by maternal and child consumers continues to grow. Among online shopping products, the top three categories of penetration are diapers, children's clothing and toys.

3. Experience demands of maternal and child consumers

One-stop service and experience are becoming more and more important for maternal and child physical stores. Compared with the convenience and speed of online shopping, the advantages of maternal and child physical stores are complete categories, genuine goods and physical display. In addition, Nielsen's research shows that for physical stores, consumers' demand for one-stop service and experience has grown prominently, such as whether there is an area for babies to play. Therefore, maternal and child stores should pay more attention to consumer experience and attract consumers in more heart-warming ways.

Three Trends of Maternal and Infant FAST Consumer Products

China's economy as a whole is in a relatively stable state, and the vitality of the fast-moving consumer goods market remains. The mother and child market ushered in a comprehensive upgrade, the weight category development bias organic, international, quality. The second-child population continues to rise, online and offline competition intensifies, and physical stores tend to be a "one-stop" service model. The development of infant products shows the trend of import, high-end and branding.

1. Importation

Milk powder and diapers are the most important weight categories in mother and infant fast-moving consumer goods. As far as baby diapers are concerned, the sales and growth rate of imported brands have increased, while domestic brands have declined slightly.

2. High-end

Nielsen's research shows that the trend of high-end diapers is significant, with the price above 160 yuan, I .e. the growth rate of high-end baby diapers 1.6 times higher than the market price reaching 30%.

3. Branding

According to Nielsen research, in the diaper category, the top five brands account for nearly 50% of the market share. In addition, foreign brands account for 80% of TOP5 brands.