艾媒咨询 | 2025年中国备孕人群互联网行为与消费洞察数据

生育支持政策体系不断完善、育儿补贴等惠民措施落地推进以及各类辅助生殖技术的快速发展，为中国备孕市场带来了良好的市场环境和发展机遇。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国备孕人群互联网行为与消费洞察数据》显示，2022-2025年中国0-3岁婴幼儿托育市场规模从1258.3亿元增至1621.3亿元，预计2030年0-3岁婴幼儿托育市场规模将增至2323.1亿元。此外，2025年中国母婴消费市场规模为81640亿元，2027年预计将达到89149亿元，整体市场前景保持积极向好态势。
中国备孕人群的新增消费品类中，孕前检查（62.18%）、备孕保健品（51.45%）和验孕（38.50%）三类产品位居前列；在商品消费决策方面，超四成（43.61%）的备孕人群消费支出增加，且专家或媒体权威背书（68.65%）是中国备孕人群最核心的关注因素；在备孕信息获取渠道方面，女性健康管理APP（如美柚）占比63.71%，母婴APP（如妈妈网孕育等）占45.14%，内容社区平台（如小红书）占43.78%，且使用这些渠道的核心需求是记录追踪身体相关信息与咨询专家心得；信赖来源方面，备孕人群更倾向于从专业人士与真实用户处获取相关信息，母婴专业媒体编辑、医生和普通同圈层妈妈网友分别占比65.08%、33.90%和33.56%。这一现象体现当代中国备孕人群对健康管理的重视逐渐提升，优生优育的观念深入人心，备孕人群为了确保自己和胎儿的健康，会更加注重营养、饮食方面的调整，并愿意为备孕信息和服务进行一定的消费。
艾媒咨询分析师指出，随着居民生活水平提升和消费能力提高，稳定的经济基础为科学备孕消费提供了有力支撑，且兼具消费意愿与能力的群体已成为备孕市场核心驱动力，中国备孕行业未来发展前景广阔，整体将呈现三大发展趋势：一是消费需求向精细化升级，备孕人群对健康管理、营养补充等相关产品与服务的专业性、针对性要求持续提高；二是互联网场景深度渗透，线上信息获取、产品购买与服务体验成为备孕人群的核心选择，数字化工具与专业内容的融合更加紧密；三是服务模式向多元化延伸，从单一产品供给转向“知识指导+工具辅助+情感陪伴”的全周期服务，契合备孕人群的全方位需求。未来，企业需推动备孕相关产品与服务迭代升级，精准满足备孕人群科学化、高效化、个性化、便捷化的备孕需求。
The continuous improvement of the fertility support policy system, the implementation of beneficial measures such as childcare subsidies, and the rapid development of various assisted reproductive technologies have brought a favorable market environment and development opportunities to the Chinese fertility market. The latest report titled "Internet behavior and consumption insights of Chinese pregnancy planning population in 2025" released by iiMedia Research, a global leading third-party data mining and analysis institution in the new economy industry, shows that the market size of infant care for children aged 0-3 years old in China has increased from 125.83 billion yuan in 2022 to 162.13 billion yuan by 2025. It is estimated that the market size will further increase to 232.31 billion yuan by 2030. Additionally, the market size of maternal and infant consumption in China was 8164 billion yuan in 2025, and is expected to reach 8914.9 billion yuan in 2027. The overall market outlook remains positive and promising.
Among the new consumption categories of Chinese couples preparing for pregnancy, pre-pregnancy check-ups (62.18%), pre-pregnancy health supplements (51.45%), and pregnancy tests (38.50%) rank at the top. In terms of purchasing decisions for goods, over 40% (43.61%) of the couples preparing for pregnancy have increased their spending, and expert or media endorsement (68.65%) is the most crucial factor for Chinese couples preparing for pregnancy. In terms of the channels for obtaining pregnancy-related information, female health management apps (such as Meiyou) account for 63.71%, maternal and infant apps (such as Momnet Pregnancy, etc.) account for 45.14%, and content community platforms (such as Xiaohongshu) account for 43.78%. The main purpose of using these channels is to record and track physical information and consult experts. In terms of information sources, the expectant parents are more likely to obtain relevant information from professionals and real users. The proportions of editors from maternal and infant professional media, doctors, and ordinary mothers in the same circle are 65.08%, 33.90%, and 33.56% respectively. This phenomenon reflects that the importance of health management among contemporary Chinese couples planning to have a baby is gradually increasing. The concept of having healthy babies has taken root in people's minds. To ensure the health of themselves and their fetuses, couples planning to have a baby will pay more attention to adjustments in nutrition and diet, and are willing to make certain expenditures on pregnancy information and services.
An analyst from iiMedia Research pointed out that with the improvement of residents' living standards and consumption capacity, a stable economic foundation has provided strong support for scientific pregnancy planning consumption. Moreover, the group with both the willingness and ability to consume has become the core driving force of the pregnancy planning market. The future development prospects of the Chinese pregnancy planning industry are broad, and it will generally present three major development trends: First, consumer demands are upgrading towards greater refinement. The groups preparing for pregnancy have continuously raised their requirements for the professionalism and targeted nature of products and services related to health management and nutritional supplementation. Second, the penetration of internet scenarios is deepening. Online information acquisition, product purchase, and service experience have become the core choices for the groups preparing for pregnancy. The integration of digital tools and professional content has become even closer. Third, service models are extending towards diversification. They have shifted from providing single products to a full-cycle service that includes "knowledge guidance + tool assistance + emotional support", meeting the all-round needs of the groups preparing for pregnancy. In the future, enterprises need to promote the iterative upgrading of products and services related to pregnancy preparation, precisely meeting the scientific, efficient, personalized, and convenient pregnancy preparation needs of the groups preparing for pregnancy. 

艾媒咨询 | 2023年中国备孕人群互联网行为与消费洞察报告

中国“三孩”政策以及各类辅助生殖技术的快速发展，为中国备孕产业带来了良好的市场环境和发展机遇。基于人们对优生优育的重视，适育男女备孕已经成为一个新常态。iiMedia Research（艾媒咨询）数据显示，备孕人群高度重视全面健康管理，其在备孕阶段普遍关注营养补充、作息调理及孕产知识等相关知识；在备孕信息信赖来源方面，备孕人群更倾向从专业人士处获取相关信息，医生和母婴专业媒体编辑高达77.0%和61.1%；在商品消费决策方面，62.5%的备孕人群消费支出超过备孕前，新增消费品中，孕前检查和备孕保健品占比前二，在品牌选择的决策影响上，75.7%的备孕人群聚焦在母婴APP上了解产品和品牌，而在单一品牌的搜索上表现较为分散，占比前二的分别是抖音和小红书。备孕需求下，用户会使用多个APP，81.4%的备孕用户使用母婴APP，核心需求是学习备孕知识和记录身体信息；38.8%的备孕用户使用女性健康APP来记录经期；38.4%的备孕用户会使用短视频平台，核心需求是搜索备孕品牌、购买备孕产品。26.8%的备孕用户使用内容社区平台搜索单一品牌口碑、交流备孕经历。
China's "three-child" policy and the rapid development of various types of assisted reproductive technologies have brought favorable market environment and development opportunities for China's pregnancy preparation industry. Based on people's emphasis on eugenics, it has become a new normal for fertile men and women to prepare for pregnancy. iiMedia Research's data shows that people who prepare for pregnancy attach great importance to comprehensive health management, and they generally pay attention to nutritional supplements, work and rest regimen, and pregnancy and childbirth knowledge during the stage of preparing for pregnancy; in terms of the trusted sources of information on preparing for pregnancy, people who prepare for pregnancy are more inclined to obtain relevant information from professionals, with doctors and editors of mother and baby professional media reaching 77.0% and 61.0% respectively. In terms of trusted sources of information on pregnancy preparation, pregnant people are more inclined to get relevant information from professionals, with doctors and editors of mother and baby professional media reaching 77.0% and 61.1% respectively; in terms of decision-making on consumption of commodities, 62.5% of pregnant people's consumption expenditures exceed those of the pre-pregnancy period, and pre-pregnancy checkups and pregnancy-pregnancy healthcare products account for the top two of the newly added consumer goods, and in terms of decision-making on brand choices, 75.7% of the pregnant people are focusing on mother and baby APPs to learn more about the products and brands, and in terms of searching for a single brand The performance is more decentralized, and the top two share are Jitterbug and Xiaohongshu respectively. Under the demand of pregnancy preparation, users will use multiple APPs. 81.4% of pregnant users use mother and baby APPs, and their core demand is to learn about pregnancy preparation and record body information; 38.8% of pregnant users use women's health APPs to record menstruation; 38.4% of pregnant users use short-video platforms, and their core demand is to search for pregnancy preparation brands and buy pregnancy preparation products.26.8% of pregnant users use content community platforms to search for single brand reputation and exchange pregnancy preparation experiences.

艾媒咨询|2021年中国母婴人群营销趋势报告

本报告研究涉及企业/品牌/案例：妈妈网

在人口老龄化加速发展的背景下，国家政策从计划生育逐步转向支持生育。2021年5月31日，中共中央政治局召开会议并提出实施三孩政策。另一方面，孕妈群体开始向95后甚至00后倾斜，她们的消费理念更加前卫，无论是对于婴幼儿、孕母自身，还是家庭布局方面的消费需求，都呈现出了更加多样化的需求。在多因素推动下，中国母婴市场规模在近年都呈现快速增长的态势。iiMedia Research(艾媒咨询)数据显示，2020年中国母婴市场规模为40850亿元，预计2024年将超过76000亿元，母婴行业已成为中国消费市场的重要组成部分。
In the context of the accelerated development of population aging, national policies have gradually shifted from family planning to support for childbirth. On May 31, 2021, the Political Bureau of the CPC Central Committee held a meeting and proposed the implementation of the three-child policy. On the other hand, the group of pregnant mothers has begun to lean towards the post-95s and even post-00s. Their consumption concepts are more avant-garde. Both for infants and young children, pregnant mothers themselves, or the consumption needs of family layout, they have shown more diversified needs . Driven by multiple factors, the size of China's maternal and infant market has shown rapid growth in recent years. According to data from iiMedia Research, the size of China's maternal and infant market in 2020 is 4,085 billion yuan, and it is expected to exceed 7.6 billion yuan in 2024. The maternal and infant industry has become an important part of China's consumer market.