The trend towards consumption upgrading in the maternal and infant products sector is pronounced, with demand for premium offerings on the rise.

As consumers increasingly prioritise product quality, the market for high-end maternal and infant goods is demonstrating significant growth momentum.

Market research indicates a pronounced consumption upgrade trend in 2024 for ‘ingestible’ maternal and infant products such as formula milk. Demand for ultra-premium categories has risen from 32.8% to 37%, while demand for premium infant complementary foods has increased from 15.6% to 19.6%. Consumers prioritise safety and quality when selecting food products, favouring ultra-premium and premium high-priced items. Some enterprises are comprehensively upgrading their products by refining nutritional formulations, enhancing material safety, and improving comfort to meet market demands.

Industry insiders note that the target consumer group in the maternal and infant market possesses a certain level of price acceptance. Manufacturers with strong brand and product capabilities need not rely on price reductions to boost sales. Establishing core product strength for the brand, with a long-term perspective, is key to navigating market cycles.