The maternal and infant industry is one of the more difficult industries in recent years, under the resonance of many factors such as the impact of the epidemic, the postponement of the age of marriage and childbearing, and the decrease in the number of people of childbearing age, China's fertility rate has been declining, and the industry has also entered the stock market from the incremental market, and the growth of the market is quite weak.
According to the relevant data of the Whale Staff e-commerce data analysis platform, in 2023, the sales volume of the maternal and infant market on the Jingdong platform will be 700 million+, a year-on-year decrease of about 1%; The total sales volume was nearly 77 billion, a year-on-year decrease of about 4%.
*The data comes from Whale Advisor - Industry Trend Analysis (obtained and counted from public sources, data is for reference only).
Compared with the general industry, the maternal and infant industry has more market segments and a very large category span, mainly including milk powder, diapers, nutritional food, feeding supplies, infant care, strollers and cribs, toys and musical instruments, mother's area and so on.
According to the data of the Whale Staff Platform, in the context of the decline of the demographic dividend and the decline in the fertility rate, the annual sales of a number of large sub-categories in the maternal and infant market are declining, such as infant milk powder, baby pull-up pants, baby diapers and so on. Specifically, the annual sales volume of the infant milk powder market was 28.6 billion+, a year-on-year decrease of about 6%; The annual sales volume of the pull-up pants market was nearly 9.4 billion, a year-on-year decrease of about 20%; The annual sales volume of the diaper market was about 5.6 billion, a year-on-year decrease of about 29%.
However, there are still many sub-categories in the market under the category of feeding products and baby carriages and cribs, such as baby strollers, feeding bottle nipples, warm milk disinfection, etc., and the annual sales of these sub-categories increased by about % and 17% respectively year-on-year.
*The data comes from the Whale Advisor-Category Ranking Analysis (obtained and counted from public sources, and the data is for reference only).
The brand concentration in the maternal and infant market is not high, and the total market share of the top 10 brands in the market does not exceed 41%, including Aptamil, Feihe, Meso, Babycare, Curiosity, Pampers, Wyeth, Yili, Mead Johnson and Nestle.
Among them, the milk powder brands represented by Aptamil, Feihe, Meisojiaer, etc., account for a relatively high proportion of the market, and the annual sales volume of the Aptamil brand on the Jingdong platform is nearly 6.3 billion, accounting for about 8% of the market; Feihe's annual sales volume is nearly 4.2 billion, accounting for more than 5%; The annual sales volume of Meiso Jiaer is nearly 3.8 billion, accounting for nearly 5% of the market.
In addition, the maternal and infant products brands represented by babycare and curiosity also have a high proportion in the market, with the market share of both brands being more than 4%.
*The data comes from the analysis of Whale Advisor-Brand Ranking (obtained and counted from public channels, and the data is for reference only).
With the post-95 and post-00 generations becoming the main force of pregnancy, in the future, the intergenerational replacement of the maternal and infant population, diversified conception concepts and needs will further promote the continuous innovation of maternal and infant products and services, and promote the further iterative upgrading of the maternal and infant market.
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