艾媒舆情|3·15预热专题:母婴产品负面事件舆情监测分析报告

当下中国母婴市场规模持续扩大,我国已成为仅次于美国的孕婴童产品消费大国。3·15临近，艾媒大数据舆情监控系统数据显示，在3月5日—12日期间，母婴产品安全问题持续受到网友关注。

艾媒报告|2020年1-2月中国母婴行业运行状况及企业商情动态月度报告

本报告研究涉及企业/品牌/案例：爹地宝贝，帮宝适，巴拉巴拉；其他提及企业/品牌：掌通家园，智慧树，宝宝巴士，小伴龙，妈妈网孕育，宝宝树孕育，柚宝宝孕育，亲宝宝，妈妈网轻聊，小豆苗疫苗助手，宝宝知道，辣妈帮，妈妈帮，孕期伴侣

2020年1-2月中国母婴产品线上交易较往年增多。艾媒咨询分析师认为，疫情出门受限期间，手机App成为了丰富用户业余生活的重要工具，母婴垂直线类平台或获得发展机遇，迎来上升期。

During the epidemic, the top three most downloaded APP types among mother groups were news, maternal and child vertical, and social. In January 2020, the mother-and-baby app with the largest monthly active population was conceived by Maoma.com, with a total of 17,514,400 people, an increase of 2.47% from the previous month.

艾媒咨询 | 2025-2030年中国一次性卫生用品产业现状及消费者需求洞察报告

中国一次性卫生用品行业正处在高速发展的关键时期，市场呈现出蓬勃的发展态势。随着人们生活水平的提高、健康意识的增强，以及消费观念的转变，消费者对于一次性卫生用品的需求持续攀升。这一需求的转变不仅体现在产品使用频率的增加上，也对产品的品质、功能、安全性和环保性等方面提出了更为严格的要求。随着2025年央视315晚会中，卫生巾翻新黑产链的曝光，对于中国一次性卫生用品行业的质量和安全性再次引发社会的热议。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《2025-2030年中国一次性卫生用品产业现状及消费者需求洞察报告》数据显示2022年开始中国一次性卫生用品市场规模呈现上升回暖趋势，2024年中国一次性卫生用品市场规模达到1296亿元，预计2030年中国一次性卫生用品市场规模将达1713亿元。艾媒咨询分析师认为，随着人们生活水平的提高和对卫生的关注度日益增强，一次性卫生用品的消费需求呈现出持续增长的趋势。消费者对一次性卫生用品品质、功能、设计、安全性、环保性等方面都有着更为严格的标准。
The Chinese disposable hygiene products industry is currently in a period of rapid development, with the market showing a vigorous growth trend. With the improvement of people's living standards, the enhancement of health awareness, and the transformation of consumption concepts, the demand for disposable hygiene products among consumers has continued to rise. This change in demand is not only reflected in the increased frequency of product use but also in more stringent requirements for product quality, functionality, safety, and environmental friendliness. The exposure of the black production chain of refurbished sanitary napkins during the 2025 CCTV 315 Gala has once again sparked public debate on the quality and safety of the Chinese disposable hygiene products industry. According to the latest report "Report on the Current Situation and Consumer Demand of China's Disposable Hygiene Products Industry from 2025 to 2030" released by iiMedia Research, a global third-party data mining and analysis agency for the new economy, the market size of China's disposable hygiene products began to show an upward recovery trend in 2022. It is projected that the market size will reach 129.6 billion yuan in 2024 and is expected to reach 171.3 billion yuan by 2030.Analysts from iiMedia Research believe that as people's living standards improve and their attention to hygiene increases, the demand for disposable hygiene products shows a continuous growth trend. Consumers have stricter standards for the quality, functionality, design, safety and environmental friendliness of disposable hygiene products.

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.

艾媒报告|2019中国婴幼儿保育行业细分领域深度分析报告

本报告研究涉及企业/品牌/案例：华润万家、Ekoala、美国费雪公司、长春长生生物科技股份有限公司、拉克塔利斯集团、帮宝适、好奇、妙而舒、大王、MOONY、妈咪宝贝、安儿乐、雀氏、茵茵、爹地宝贝、露安适、DODIE、凯儿得乐、倍康、米菲、吉氏、一朵、纽诺教育、馨心教育、圣顿教育、袋鼠麻麻、多乐小熊、Urjoy school

中国的婴幼儿保育行业主要包括婴幼儿食品、用品、医疗、托育等领域。在婴幼儿食品领域，2019年，中国婴幼儿的辅食渗透率仅为25.0%左右，中国大陆婴幼儿的辅食和奶粉消费额的比例为1:7，中国港澳台地区为1:4，欧美等发达国家为1:1。在婴童用品领域，2018年中国婴儿推车市场规模达到132.1亿元，同比增长6.3%。63.9%的消费者计划在2019年增加消费支出，其中22.0%的消费者预计消费支出增加比例超过三成。在婴幼儿医疗领域，2018年，共有28种药品被要求修改说明书，包括一些中药注射剂、中成药大品种等。在婴幼儿照护领域，2019年5月，中国国务院发布了《国务院办公厅关于促进3岁以下婴幼儿照护服务发展的指导意见》，提出要大力推动婴幼儿照护行业发展，而2019年中国3岁以下婴幼儿在各类托育机构的入托率仅为4.1%，远远低于发达国家25%-55%的入托率。

China's infant and children care industry mainly includes infant food, supplies, medical care, and childcare. In the field of infant food, in 2019, the penetration rate of complementary food for infants and young children in China was only about 25.0%. Meanwhile, the ratio of food supplement and milk powder consumption for infants and toddlers in mainland China is 1:7, while in developed countries (Europe and the United States, etc.), the ratio is 1:1, and that in Hong Kong, Macao and Taiwan is 1:4. In the field of baby products, the size of China's baby stroller market reached 13.21 billion yuan in 2018, a year-on-year increase of 6.3%. 63.9% of consumers plan to increase consumer spending in 2019, with 22.0% of them expecting a 30% increase in consumer spending. In the field of infant and child medical care, in 2018, a total of 28 kinds of medicines were required to modify the instructions, including some Chinese medicine injections and large varieties of proprietary Chinese medicines. In the field of infant care, in May 2019, the State Council of China issued the “Guiding Opinions of the General Office of the State Council on Promoting the Development of Infant and Child Care Services Under 3 Years Old”, proposing to vigorously promote the development of infant care industry. China’s infants and young children have a 4.1% enrollment rate in various types of care institutions, far lower than the enrollment rate of 25%-55% in developed countries.

艾媒咨询｜2021年11-12月中国母婴行业运行数据监测双月报

随着三孩政策以及人们生活水平的提高，中国母婴市场有着较大的拓展和发展空间。数据显示，2018年到2021年，中国母婴市场规模呈现上升趋势，截止到2021年12月，中国母婴市场规模为4.9万亿元，同比增长率为19.5%。预计在接下来的三年，中国母婴市场规模继续上升，到2024年中国母婴市场规模，预计达到7.6万亿元。

艾媒报告| 2020年中国妈妈群体行为洞察报告

本报告研究涉及企业/品牌/案例：妈妈网，宝宝知道，孕期伴侣；其他提及企业/品牌：妈妈网孕育，宝宝树孕育，妈妈社区，辣妈帮，妈妈帮，贝贝，蜜芽宝贝，宝贝格子，苏宁红孩子，母婴之家，孩子王，天猫，淘宝，京东，考拉海购，网易严选，拼多多，柚宝宝，口袋育儿，家有宝宝，亲宝宝，宝宝树小时光，时光小屋，口袋宝宝，花生备孕，孕育提醒，口袋孕育，好孕妈，育学园，小豆苗，阳光妇儿，妈咪知道，好孕帮，疯狂造人

iiMedia Research（艾媒咨询）数据显示，2019年中国新生婴儿规模达到1465万，预计2020年分娩的妈妈群体达到1530万。这部分妈妈群体中，90后人群已成妈妈群体主力。在家庭育儿方面， 妈妈群体是家庭育儿的主力, 而父亲在家庭孕育中的角色担当也在逐步提升。而这对亲子社交、孕育知识获取、母婴产品购买等有着巨大需求的年轻妈妈群体，更依赖于互联网渠道。伴随着需求细分，单一的运营模式开始转向多元服务发展，艾媒咨询分析师认为，移动母婴平台，尤其是母婴综合社区，拥有海量专业孕育知识，并为妈妈群体提供交流互动平台，更易受到妈妈群体的青睐。

According to iiMedia Research, 14.65 million babies were born in China in 2019, and 15.3 million mothers are expected to give birth in 2020. In this part of the mother group, the post-90s crowd has become the main force of the mother group. In terms of family child-rearing, the mother group is the main force of family child-rearing, and the father's role in family pregnancy is also gradually improving. This group of young mothers, who have a huge demand for parent-child social contact, acquisition of pregnancy knowledge and purchase of maternal and infant products, are more dependent on Internet channels. With the demand segmentation, the single operation mode starts to change to the development of multiple services. According to the analysts of iiMedia consulting, the mobile mother and baby platform, especially the comprehensive community of mother and baby, has a large amount of professional gestation knowledge and provides an interactive platform for the mother group, which is more favored by the mother group.

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.

兔 宝 宝：2021年第三季度报告

艾媒报告|2019中国综合母婴平台监测报告

本报告研究涉及企业/品牌/案例：宝宝树，亲宝宝，柚宝宝，妈妈网，宝宝知道，妈妈帮，育儿网，辣妈帮，蜜芽

随着二胎政策全面推广以及移动互联网的普及，中国移动母婴行业走上稳健发展的步伐，2019年用户规模将达到2.04亿人。而目前90及95后人群开始走进适育年龄，移动母婴平台的用户开始更替，这部分人群在较为宽松及呵护的环境下成长，对互联网依赖程度高，因此更为青睐使用能提供更多元服务的产品。iiMedia Research（艾媒咨询）数据显示，受访母婴用户用户在平台上最偏好获取育儿知识相关资讯，占比达52.1%。而偏好获取备孕知识、生理健康、孕期护理相关资讯的用户占比也均超过三成，用户资讯获取需求呈现多元化特点。针对用户需求的变化，能综合资讯、知识、交流、电商的综合母婴平台目前成为移动母婴行业的主流。

With the overall promotion of the second child policy and the popularity of the mobile Internet, China Mobile Maternal and Infant Industry has stepped onto a steady pace of development, and the scale of users will reach 204 million in 2019. At present, post-90s and post-95s begin to enter the age of fertility, and the users of mobile maternal and infant platforms begin to change. This group of the population grows up in a more relaxed and caring environment, and is highly dependent on the Internet. Therefore, they prefer to use products that can provide more diversified services. As the data of iiMedia Research showed, interviewed users of mobile maternal and infant platforms preferred to obtain information related to parenting knowledge on the platform, accounting for 52.1%. Meanwhile, more than 30% of the users prefer to acquire information related to pregnant knowledge, physical health and pregnancy care, and their needs for information acquisition are diversified. In response to the changing needs of users, the integrated maternal and infant platforms that integrates information, knowledge, communication and e-commerce services has become the mainstream of the mobile maternal and infant industry.