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｜2024-2025年中国烘焙食品行业现状及趋势研究报告

随着人均消费水平的提升和餐饮消费结构的调整，中国烘焙食品市场呈现增长态势。全球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《2024-2025年中国烘焙食品行业现状及趋势研究报告》数据显示，2023年中国烘焙食品零售市场规模达5614.2亿元，同比增长9.2%，预计2029年可达到8595.6亿元。艾媒咨询分析师认为，中国烘焙食品行业细分市场潜力巨大，随着自媒体的不断发展，各类网红探店、KOL推荐等促使中式糕点、新中式糕点成为新热点，发展势头强劲。未来，随着烘焙食品行业的技术进步，如自动化生产设备应用和冷链技术发展，将进一步提升烘焙食品生产效率和产品质量。
With the improvement of per capita consumption level and the adjustment of catering consumption structure, China's baked goods market shows a growth trend. According to the latest "Research Report on the Current Situation and Trend of Chinese Baked Goods Industry from 2024 to 2025" released by iiMedia Research, In 2023, the scale of China's baked goods retail market reached 561.42 billion yuan, an increase of 9.2% year-on-year, and is expected to reach 859.56 billion yuan in 2029. Analysts from iiMedia Consulting believe that China's bakery industry has huge market potential. With the continuous development of "we media", various online celebrity shops and KOL recommendations have promoted Chinese pastry and new Chinese pastry to become a new hot spot with a strong momentum of development. In the future, with the technological progress of the baked goods industry, such as the application of automated production equipment and the development of cold chain technology, the production efficiency and product quality of baked goods will be further improved.

艾媒咨询｜2022年中国酸菜鱼预制菜产业研究及竞争格局监测报告

近年来，由于餐饮连锁化率的不断提升以及冷链技术水平的逐步完善，叠加“懒宅经济”、疫情等影响，预制菜的热度大幅度上升。酸菜鱼预制菜作为预制菜行业的重要分支，其发展较为迅速。iiMedia Research（艾媒咨询）数据显示，2021年中国酸菜鱼预制菜市场规模为5.9亿元，预计2025年达16.9亿元。

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.

艾媒咨询|2021年7-8月中国母婴行业运行双月报

本报告研究涉及企业/品牌/案例：飞鹤，伊利，澳优，贝因美，袋鼠妈妈，红色小象

2021年7-8月母婴行业运行状况良好，在三孩政策以及电商经济等多方面的红利下，下半年母婴行业相关产品及服务需求有望得到提升。从政策上看，国务院及各地方政府颁布了促进生育的相关政策，从育儿假、税收抵免、育儿补贴金等方面着手，保障新生儿家庭的衣食住行等各个方面，以促进中国居民生育状况改善，中国政府长期促进生育率提升的政策将成为大方向。数据显示，近一年来母婴快消品线上市场的增速为13.9%，而线下市场增速仅为4.4%，而在2021年抖音818电商购物节中，母婴商品是直播带货的三大受欢迎商品之一，母婴消费品线上渠道的优势明显。艾媒咨询分析师认为，双十一电商购物节即将到来，母婴行业的商家可着手加强线上渠道销售，加入双十一预售大营，提高商品的销售状况。
From July to August of 2021, the maternal and infant industry will perform well. With the benefits of the three-child policy and the e-commerce economy, the demand for related products and services in the maternal and infant industry is expected to increase in the second half of the year. From a policy point of view, the State Council and various local governments have promulgated relevant policies to promote childbirth, starting from parental leave, tax credits, childcare subsidies, etc., to protect the food, clothing, housing and transportation of newborn families to promote the improvement of the fertility status of Chinese residents. , The Chinese government's long-term policy of promoting the increase in fertility rate will become the general direction. The data shows that in the past year, the growth rate of the online market of maternal and child fast-moving consumer goods is 13.9%, while the growth rate of the offline market is only 4.4%. In the Douyin 818 e-commerce shopping festival in 2021, maternal and child products are live broadcast. One of the three most popular commodities with goods, the online channel of maternal and child consumer goods has obvious advantages. IiMedia Consulting analysts believe that the Double Eleven e-commerce shopping festival is coming soon, and merchants in the maternal and infant industry can start to strengthen online channel sales, join the Double Eleven pre-sale camp, and improve the sales of goods.

艾媒咨询|2021年中国烘焙食品行业竞争格局与消费行为分析报告

本报告研究涉及企业/品牌/案例：稻香村，鲍师傅，虎头局，轩妈

iiMedia Research(艾媒咨询)数据显示，2021年中国烘焙食品市场规模预估达2600.8亿元，同比增长19.9%。疫情逐渐恢复，烘焙食品市场将保持10%左右的增长率，2023年中国烘焙食品市场规模将达3069.9亿元。烘焙食品行业投融资状况活跃，2021年1-8月烘焙行业融资超57.0亿。艾媒数据显示，近两年烘焙食品行业投资次数持续上涨，2021年1-9月投资事件多达22起，资本投资金额更是创新高，总融资金额达57.0亿元。艾媒咨询分析师认为，烘焙食品行业进入高速发展时期，随着资本进入市场，行业竞争将不断加剧，企业需在产品、技术、营销上下足功夫，长期经营和树立品牌。
According to data from iiMedia research, China's bakery market is expected to reach 260.08 billion yuan in 2021, with a year-on-year increase of 19.9%. The epidemic situation will gradually recover, and the baked food market will maintain a growth rate of about 10%. In 2023, the scale of China's baked food market will reach 306.99 billion yuan. The investment and financing status of the bakery industry is active. From January to August 2021, the financing of the baking industry exceeded 5.7 billion. iiMedia data show that the number of investment in the bakery industry has continued to rise in the past two years. There were 22 investment events from January to September 2021, and the amount of capital investment reached a new high, with a total financing amount of 5.7 billion yuan. iiMedia consulting analysts believe that the bakery industry has entered a period of rapid development. With the capital entering the market, the industry competition will continue to intensify. Enterprises need to make full efforts in products, technology and marketing, long-term operation and brand building.

艾媒咨询|2021-2024年中国月子中心行业市场需求与投资规划分析报告

本报告研究涉及企业/品牌/案例：上海喜喜母婴护理服务股份有限公司，苏州喜之家母婴护理服务股份有限公司，深圳爱帝宫母婴健康管理股份有限公司，馨月汇母婴专护服务（上海）有限公司，优艾贝（中国）集团有限公司，悦子阁（上海）健康服务有限公司，Andbaby安恩贝，北京禧月阁母婴护理有限公司，巍阁产后休养中心（月子会所），仕馨孕育护理中心股份有限公司，台湾臻喜月子会所，广禾堂草本生物科技（上海）有限公司，金月汇精致月子会所，山东福座母婴护理股份有限公司，美梦洛城香水湾月子中心

iiMedia Research(艾媒咨询)数据显示，中国月子中心市场规模自2013年的17.8亿元到2019年的179.8亿元，中国月子中心的市场规模年均复合增长率在47%左右。结合中国当前人口生育率情况来看，以及近期三孩政策的推出，2021年后人口生育率可能小幅上升趋势，因此，月子中心的市场规模也会随之增长，预计2023年将达到243亿元的市场规模。艾媒咨询分析师认为，目前月子中心正处于蓬勃发展阶段，预计未来一段时间仍保持增长趋势;但是由于行业水平参差不齐，并且还没有形成完备的市场监管标准，因此在2021年后月子服务行业会处于调整期，增速放缓。
According to the data of iimedia research, the market scale of China's month care center has increased from 1.78 billion yuan in 2013 to 17.98 billion yuan in 2019, with an average annual compound growth rate of about 47%. Combined with China's current fertility rate and the recent introduction of the three child policy, the fertility rate may rise slightly after 2021. Therefore, the market scale of the child care center will also grow, and it is expected to reach 24.3 billion yuan in 2023. AI media consulting analysts believe that at present, the confinement center is in a stage of vigorous development, and is expected to maintain a growth trend for some time in the future; However, due to the uneven level of the industry and the lack of a complete market regulatory standard, after 2021, the growth rate of the service industry will slow down.

艾媒咨询|2020年11-12月中国母婴行业月度运行及年终盘点数据监测报告

本报告研究涉及企业/品牌/案例：飞鹤,奥飞娱乐,袋鼠妈妈

近年来，受我国人口出生率变动、消费水平升级以及移动互联网的崛起等一系列因素的影响，中国母婴市场规模不断扩大，预计2021年将达到7.63万亿元。母婴细分领域婴幼儿食品、用品、玩具以及孕产妇护肤等都实现了不同幅度的增长，其中婴幼儿辅食、调味品成为商家探索的新消费场景。此外，以95后为代表的新生代逐步成为妈妈群体的主流，她们在育儿观念、育儿行为、消费观念以及消费行为方面出现了新的特征，这将加速推进母婴市场升级变革。
In recent years, affected by a series of factors such as the change of China's birth rate, the upgrading of consumption level and the rise of mobile Internet, the scale of China's maternal and child market has been expanding, and is expected to reach 7.63 trillion yuan in 2021. Infant food, supplies, toys and skin care of pregnant and lying in women have achieved different growth rates in the field of maternal and infant segmentation. Infant complementary food and condiments have become new consumption scenarios explored by businesses. In addition, the new generation, represented by the post-95 generation, has gradually become the mainstream of the mother group. They have new characteristics in parenting concept, parenting behavior, consumption concept and consumption behavior, which will accelerate the upgrading and reform of the maternal and child market.

艾媒咨询|2020年9-10月中国母婴行业运行及上市公司双月报告

本报告研究涉及企业/品牌/案例：爹地宝贝，帮宝适，漫熙，全棉时代。

数据显示，当前孕妇服装产品多集中在30元以下的价格区间，同时哺乳文胸也开始成为热销产品。艾媒咨询分析师认为，当前孕妇们还是更倾向于购买平价的产品。但随着95后妈妈的不断增加，以及用户观念的不断转变，未来高端化、功能性产品为主流。

Data shows that the current maternity clothing products are mostly concentrated in the price range below 30 yuan, and breastfeeding bras have also begun to become popular products. iiMedia Research believes that currently pregnant women are still more inclined to buy cheap products. However, with the continuous increase of post-95 mothers and the continuous change of user concepts, high-end and functional products will become the mainstream in the future.

艾媒咨询|2020年中国95后妈妈群体行为习惯洞察报告

以95后为代表的新生代逐步成为妈妈群体的主流，新生代妈妈受教育程度以及生活水平较以往都有了大幅提升，使得她们在育儿观念、育儿行为、消费观念以及消费行为方面出现了新的特征，这将加速推进母婴市场升级变革。95后妈妈备孕阶段对健康产品服务关注度排在首位，占比达80.3%，孕育后消费金额明显上升的受访者比例占48.5%。为兼顾宝宝发育和自身健康，孕育后更多95后妈妈成为营养保健行动派，高频消费的人数达24.2%，营养保健品摄入周期趋长。54.4%受访95后妈妈表示母婴社区类平台是其获取母婴相关内容的主要渠道，34.5%的95后妈妈更易被母婴社区“种草”。调查显示，妈妈网孕育母婴满意度得分最高，达到了8.3分。95后新手妈妈对母婴社区平台依赖度高，头部平台服务价值以及商业价值日益凸显。

The new generation represented by the post-95 generation has gradually become the mainstream of the mother group. The education level and living standard of the new generation of mothers have been greatly improved compared with the past, which makes them have new characteristics in the aspects of parenting concept, parenting behavior, consumption concept and consumption behavior, which will accelerate the upgrading and reform of the maternal and infant market. The post-95 mothers' attention to health products and services ranked first in the pregnancy preparation stage, accounting for 80.3%. 48.5% of the respondents showed a significant increase in consumption after pregnancy. In order to take into account the development of babies and their own health, more mothers born in the post-95s have become the action group of nutrition and health care. The number of high-frequency consumers reaches 24.2%, and the intake cycle of nutrition and health care products tends to be longer. 54.4% of the post-95 mothers said that the maternal and infant community platform was the main channel for them to obtain the content related to mother and baby, and 34.5% of the post-95 mothers were more likely to be "planted grass" in the mother and child community. According to the survey, the satisfaction score of mothers and babies of mothers and infants was the highest, reaching 8.3 points. The post-95 novice mothers are highly dependent on the maternal and infant community platform, and the service value and commercial value of the head platform are increasingly prominent.