Oct 16, 2020|

JD Super Releases Report on 2020 Infant Supplement Food Consumption Trends


by Rachel Liu

JD’s online supermarket JD Super and popular child development magazine Parents jointly released the 2020 JD Children & Infant Food Consumption Trends report in Shanghai on October 10th. The report provides insight into how young parents in China are raising their children, through analysis of JD’s consumption groups of infant supplement food, which is meant to be consumed in conjunction with breastmilk or formula in the later stages of infancy to improve nutrition.

Compared with previous generations, young parents in China have more scientific parenting knowledge and pay more attention to the quality and nutrition of their children’s daily diet. With consumption increasing, the potential for infant supplement food in China is promising.

Although the penetration rate of infant supplement food in China is not as high as infant milk powder, its growth rate has surpassed infant milk powder. Data shows that the market size of infant supplement food in China has exceeded RMB 20 billion yuan in 2015 and exceeded RMB 40 billion yuan in 2019, with an average growth rate of 20%. It’s estimated that in the next five years, the growth rate of the infant supplement food industry in China will remain around 15% to 20%.

The report shows that during Q1 2020, even with the impact of epidemic, the sales of infant supplement food on JD grew rapidly at a rate of 92.9% YOY. During Q2 2020, when the epidemic receded in China, the industry also saw recovery and sales increased by 108% YOY.

According to JD data, the post-1985 generation is the main consumer in the infant supplement market, accounting for 66% in the first half of 2020. The number of customers born after 1990 and 1995 increased rapidly, along with the average education level. In the first half of 2020, customers who received a university level of education accounted for 71%, and customers with master’s degree accounted for 12%.

High-end and organic infant supplement food is also becoming more popular. JD data shows that the proportion of organic supplement food increased from 8.8% from 8.49% in 2019, and sales also increased from 6.6% in 2019 to 11.2% in 2020.

Longwu Jiang, JD Super’s general manager of maternal and baby products, expressed confidence in the development of the sub-category:“ The market is becoming more vibrant with more young customers and the growing consumption upgrade,” he said. “The pandemic has encouraged more customers to go online, and JD has seen an increase in orders and customers, and livestreaming and short videos for the category.”