Competition among infant formula giants intensifies, new products for maternal and infant travel rise | World Research Consumer Index Brand List Vol.77

During this monitoring period, a2, Feihe, and babycare ranked in the top 3 of the list with comprehensive popularity indexes of 1.79, 1.72, and 1.63 respectively.

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 The leader in the milk powder track, the core driver is the upgrade of users' demand for "precise feeding"

 From the perspective of brand distribution, Yili Group delivered its "strongest semi - annual report in history". While stabilizing its liquid milk market share, it achieved counter - trend expansion by historically "winning the championship" in the milk powder segment. According to the comprehensive data from Nielsen and Star Chart's third - party retail research, in the first half of this year, the company's overall retail sales market share of infant milk powder (including milk - based and goat - milk - based milk powder) reached 18.1%, an increase of 1.3 percentage points compared with the same period last year, ranking first in the national retail sales market share. Its sub - brand, Jinlingguan Senamu, firmly holds the position of "the No.1 brand in organic milk powder"; Yili's goat milk powder accounts for 34.4% of the market share, leading both in global sales volume and sales revenue.

In contrast, Feihe Milk Powder, a veteran that has ranked first in the Chinese infant formula milk powder market for six consecutive years, has targeted consumers' pursuit of formula affinity and empirical science. Nowadays, parents highly focus on whether the milk powder ingredients are developed according to the digestion and absorption characteristics of Chinese infants and whether they have clinical verification. Yili, by integrating Ausnutria's goat milk powder technology and international R & D resources, quickly expanded its product line to meet the market's demand for "segmented nutrition" (such as goat milk, A2 protein, organic products, etc.), thus surpassing Feihe in terms of retail sales share.

Brands expand from baby strollers to car seats and other categories, with appearance and lightweight technology becoming the growth engines

From a segmented perspective, baby stroller brands represented by Wanya and bebebus newly entered the list this month. As representatives of emerging brands, they quickly rose in the field of maternal and infant travel products through differentiated positioning, excellent product design, and efficient channel marketing.

According to third - party public data, the market size of baby strollers in China exceeded 28 billion yuan in 2025 and is expected to reach 35 billion yuan by 2030. Among them, the market growth rate of intelligent and multi - functional baby strollers has increased significantly.

bebebus positions itself as a "high - end original domestic maternal and infant brand". Its products cover baby strollers, car seats, etc. Its baby stroller product line includes series such as Art+ Artist and stroller for walking with baby, with the price range mainly between 2,000 and 3,000 yuan, and some high - end products even cost tens of thousands of yuan.

In terms of car seats, it has launched products such as Astronomer, Astronomer Pro, Space Capsule Classic Edition, and Smart Edition. Its core competitiveness lies in original design and technological empowerment. Its products not only focus on aesthetic appearance but also emphasize functionality and safety. The target users are Generation Z parents who value quality and scientific parenting.

Wanya features a combination of lightweight and high - view design, emphasizing the practicality and convenience of its products. Its product line includes T6 - 2 stroller for walking with baby and T2 pocket stroller, with the price range between 300 and 2,000 yuan, covering the mid - end and sinking markets, suitable for travel and daily commuting.

List description

The Shiyan Consumption Compass Series Index Report is a consumption index evaluation system independently developed by Shiyan Index. This series includes main 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 clothing accessories, food and fresh products, 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 health, 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 calculation of the list data combines the public data from mainstream platforms and the data precipitation of 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 caused by the limitations of the data itself. In addition, some data in this report have not been officially audited by an independent third - party auditing institution, so there may be unidentified errors or omissions. It is especially noted that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third - party names, brands, or products mentioned in the report are for illustration purposes only and do not constitute an endorsement or recommendation of them. Any mention of these third - parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index. It is not allowed to copy or distribute it without permission. Zhidemai Technology Group and Shiyan Index shall not bear any legal liability for any losses or damages caused by the use of the information in this report.