Top 15 Maternal and Infant Brands in March: Product Innovation under the Trend of Meticulous Parenting | Brand List of the World Research Consumer Index

During this monitoring period, Feihe, Huggies, and Balabala ranked in the top 3 of the list with comprehensive popularity indexes of 1.82, 1.64, and 1.50 respectively.

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Research backing and ingredient-driven high-end consumption, brands build personalized product portfolios and communication strategies

Judging from the list, brands such as Feihe, Kangaroo Mommy, and Aptamil have remained at the top. Newly listed brands such as Pigeon and Little Bear have also demonstrated their competitiveness in niche markets. The maternal and infant market is accelerating the shift from "general population coverage" to "refined hierarchical operation." For highly educated families, brands meet the needs of users with high budgets, high information screening thresholds, and high expectations for product functions by launching high-end products. Among them, Feihe achieved the highest sales popularity with its high-end product series such as Xingfeifan Zhuorui and Zhengui.

Aptamil promotes its high-end top - of - the - line product, the Lingyi series. It promotes the effectiveness of the formula through clinical evidence such as the "Qilin Research" and cooperates with programs like "Open the Microphone Now" to discuss parenting topics, enhancing the brand's professional image and strengthening its high - end image of "research backing," which helps it enter the top five of the list. On the other hand, 90s and Gen Z moms who pursue "anxiety - free" parenting value the emotional resonance of products and the "ease" of the usage experience more. For example, Kangaroo Mommy focuses on pregnant women. With the theme of "Moms shine freely," it promoted natural makeup products such as skin - care air cushions, four - color eyeshadows, and eyeliner pens that are more suitable for pregnant women in March, helping moms to be themselves.

In the future, brands need to further explore the hidden needs of niche groups, such as "reducing decision - making burden" for novice moms and "identity expression" for trendy moms, and build a differentiated moat through product innovation and content operation.

Brands operate channels with precise content stratification and focus on outdoor travel needs for product innovation

From the ranking changes of brands such as Balabala, Deyou, and October Mama in the March list, it can be seen that the maternal and infant market is accelerating its differentiation. Brands are seizing niche tracks through population stratification and scenario - based layout. Taking content operation as an example, brands build differentiated communication strategies based on the generational differences, parenting stages, and lifestyle preferences of moms. For novice moms, Pampers launched the "Parenting - friendly Program" on Xiaohongshu, inviting authoritative experts from the child health department and senior psychological counselors to provide professional guidance for novice parents. For Gen Z "trendy moms" who pursue fashion and convenience, Balabala launched the "Outdoor Oxygen - releasing Program" in cooperation with Golden Crown, preparing spring outing gift packages for families going on spring outings. At the same time, the brand cooperated with classic IPs such as Ultraman and Peppa Pig to launch children's outdoor sports clothing, capturing the fashion aesthetics of both kids and adults, and pushing its ranking up 5 places to the top 3 month - on - month. Brands are using refined content as a link to embed solutions in specific scenarios and continuously activate user value.

On the product side, brands focus on the popular outdoor travel scenario for marketing and product packaging. Deyou launched the "Must - have items for spring outings" in March, combining products such as wet wipes, sunscreen, and mosquito repellent into a hassle - free "first - aid kit," targeting the scenario of families going out with children. Little Bear entered the list at the 11th place, solving moms' anxiety about brewing water with its "giant" thermos cup for outdoor milk brewing.

List description

The Shiyan Consumption Compass Series Index Report is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List," "Industry Consumption Heat Index List," "Product Consumption Wave Index List," "Consumption Popular Event List," and extended list reports within the corresponding scope. It aims to objectively and truly present the trend characteristics of the consumption world through index evaluation, help the industry and brand owners continuously track consumption market trends, provide references for enterprise operations, and enhance comprehensive business competitiveness.

The Shiyan Consumption Compass Series Index List continuously monitors the following industries:

3C digital products, footwear and apparel accessories, food and fresh produce, household appliances, sports and outdoor products, beauty and cleaning products, maternal and infant products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health products, a total of 12 major industries.

Image source: Shiyan Big Consumption Index

Disclaimer

This list is independently compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision - making basis.

The list data is calculated by combining public data from mainstream platforms and data accumulated on the Shiyan Big Consumption Platform under the ownership of Zhidemai Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some data in this report has not been formally audited by an independent third - party auditing institution, so there may be unidentified errors or omissions. It is especially reminded that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

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