Fan brother guide:
As post-parents become the main force of the new generation of maternal and infant consumption, the consumption concept and parenting concept of the new maternal and infant population have also undergone tremendous changes. The parents of the new generation are interested in scientific parenting, quality consumption, and appearance. It has a higher pursuit, and this is constantly promoting the diversification, segmentation and scientific development of the maternal and infant market. Today, let's take a look with Brother Fan
Cost-effective, good-looking, and well-known.
Maternal and infant consumption focuses on these contents.
In recent years, the maternal and infant industry has accelerated into the era of quality consumption. According to iiMedia Consulting**, the size of the maternal and infant market will exceed 7 trillion yuan in 2024, involving the full-dimensional needs of various segments of the population, such as food, clothing, use, transportation, service, parent-child education, and medical care.
Source: iiMedia Consulting "Research Data on the Development Status and Consumer Behavior of China's Maternal and Child Market").
As the parents become the main force of maternal and infant consumption, the change of the consumption concept of the new maternal and infant group is also more characteristic of the times, and the new generation of parents tend to explore fresher and more cutting-edge ways to meet their own consumption needs and parenting needs. Let's take a look at the changes.
1. Shop around and pay more attention to the cost performance of products.
As the parents of Generation Z who are born with the Internet, they will collect multi-channel information through the Internet, understand various information and use evaluation of products, and expect to buy better quality things through more reasonable **.
According to iiMedia Consulting, young parents will be more inclined to inquire about relevant parenting knowledge on content communities, short ** platforms, e-commerce platforms, etc., and will also take the initiative to share their parenting experience, and will also obtain parenting dry goods by paying attention to authoritative experts, pediatricians, and parenting experts, and shop around on various platforms to choose the most cost-effective products.
Source: iiMedia Consulting "Research Data on the Development Status and Consumer Behavior of China's Maternal and Child Market").
2. Pay attention to word-of-mouth, and it is easier to accept grass products.
According to Analysys analysis, 57% of Gen Z mothers said they were willing to try new maternal and infant products. At the same time, Gen Z mothers are keen on Amway and being Amway. 58% of Gen Z mothers will Xi inertia when buying maternal and baby products, and 46% of mothers will compare parameters in detail, study the ingredient list, and select the most suitable products for babies.
Source: Analysys Analysis "2023 Generation Z New Maternal and Child Group Consumption Insights").
On platforms such as Xiaohongshu and Douyin, the sharing of many parenting experts or professional mothers and babies has also become a Xi for young mothers to learn strategies, they are willing to accept the sharing of maternal and infant products and knowledge, and they are more willing to take the initiative to share with friends around them, and finally complete the consumption behavior of "being planted" and "re-Amway".
3. Pursue good looks, and exquisite parenting is more pleasing to yourself.
For the new generation of mothers, they not only pursue scientific parenting, but also pursue exquisite parenting, and love themselves more while loving their babies. On platforms such as Xiaohongshu and Douyin, mothers will share their knowledge and strategies about motherhood and childbirth, provide quality parenting guides, and also share consumer goods such as skin care products, clothing and cosmetics to improve their "appearance".
According to Analysys' "2023 Generation Z New Maternal and Infant Consumption Insights", 46% of Gen Z mothers said they are more willing to spend more time and money to dress up their babies more fashionably.
Source: Analysys Analysis "2023 Generation Z New Maternal and Child Group Consumption Insights").
Scientific and refined.
Changes in the parenting concept of the new maternal and infant population.
At present, the maternal and infant population is accelerating its iteration and has advanced to the "main force" of the maternal and infant group, among which the proportion of Kochi parents with a bachelor's degree or above has reached 66% of the total. Compared with the post-70s and post-80s, the new generation of parents show a completely different attitude from traditional parents in terms of parenting concepts, parenting behaviors and parenting consumption.
1. Scientific feeding.
Houbao mothers have a deeper understanding and awareness of scientific parenting, and they pay more attention to scientific education methods, and pay more attention to children's personality development and mental health. According to iResearch's data, more than 9 percent of mothers will take the initiative to learn Xi parenting knowledge and continue to pay attention to the update of scientific parenting concepts. 99% of mothers take the initiative to learn Xi parenting knowledge, of which, 944% of mothers continue to pay attention to the update of scientific parenting concepts.
In addition, according to the "2023 Marketing Milk Powder Industry Report", mothers have a high search demand for generic words for milk powder, and tend to be rational and not blindly follow when choosing milk powder, especially pay attention to the ingredient efficacy of the product, and will carefully study and compare before making decisions, hoping to ensure that the baby can get enough nutrition and promote the overall development of the baby through scientific and reasonable feeding methods.
Recently, the milk powder think tank conducted a return visit survey of more than 100 users. From the survey, we also learned that most young mothers will choose to search for information on various platforms, pay special attention to some popular science content, and hope to understand the nutritional composition of various milk powders through such information, and choose more suitable and high-quality products for their babies. It can be seen that the new generation of mothers pay more attention to scientific feeding, and will devote more effort to the healthy growth of their babies.
2. Fine parenting.
Compared with traditional parents, the new generation of parents has stronger spending power and more refined parenting. This is reflected in the careful selection of feeding products such as milk powder, feeding bottles, diapers, children's clothing, etc., which is also forcing maternal and infant products to develop to a certain extent towards segmentation, diversification, and detailed application scenarios.
According to Analysys's "Generation Z New Maternal and Infant Consumption Insights 2023", Gen Z mothers will actively search for information on various platforms, such as circle communication, using parenting efficiency tools, consulting books, seeking help from professional institutions and other methods to solve parenting problems. This is the progress of the times, and at the same time the progress of the concept of parenting.
3. Full-cycle nutrition management.
In the whole stage of preparing for pregnancy, pregnancy, childbirth and parenting, mothers are focusing on the improvement of resistance and immunity, and carry out long-term health management in a planned way.
For infants and young children, full-cycle nutrition management is extremely important for their healthy growth, and this involves the concept of "1000 days in the first 1000 days of life". The "first 1,000 days of life" refers to the period from the fetal period of a woman's pregnancy (270 days) to the second year of life (730 days), including breastfeeding and subsequent complementary foods. These 1,000 days are also defined by the World Health Organization as a "window of opportunity" for a person's growth and development.
During the "first 1000 days of life", a child's brain and body experience rapid and long-lasting development, which also lays a solid foundation for their future health and growth. It can be seen that the mothers continue to learn and Xi the in-depth knowledge of each stage of pregnancy, infant and young child feeding and growth period, which also shows that they are paying more and more attention to the nutritional management of the whole cycle of the baby.
That's all for today's article, if you have any needs for maternal and infant consumption and feeding knowledge, please leave a message in the comment area to communicate