Which subcategories within the maternal and infant industry are emerging as trends?

The constantly changing times and evolving consumer demands have led to product adaptations within the maternal and infant industry. New product categories, distribution channels, and market scenarios have consistently driven market growth. While the maternal and infant industry has experienced a slump in the past two months, some subcategories are gradually witnessing growth. This not only injects vitality into the sluggish market but also offers growth opportunities, to varying degrees, for both established and emerging brands.

1. Cream Wipes

Cream wipes, also known as moisturizing wipes, are paper wipes infused with moisturizing factors. Compared to regular wipes, they offer enhanced softness, a smoother texture, and moisturizing properties. Due to their soft touch and skin-hydrating capabilities, cream wipes find extensive use among infants, toddlers, individuals with sensitive skin, and others. Their selling points, like “repeated wiping without causing redness”, effectively address the concerns and demands of mothers and caregivers.

Additionally, it’s worth noting that products like cream wipes for infants and toddlers, as well as soft cotton wipes designed for this demographic, are also being used by adults. While cream wipes remain a niche category with high growth potential and relatively small-scale, the broader consumer age groups are offering additional opportunities for growth and expansion within the industry.

2. Wet Toilet Wipes

As an innovative and potentially lucrative niche category, the wet toilet wipes segment presents promising prospects. Wet toilet wipes are not a new product globally, with high adoption rates in developed countries. Many households in developed nations like Europe, the United States, Japan, and South Korea commonly use wet toilet wipes. However, in other countries, their usage is not as widespread. With the gradual spread of health-consciousness and hygiene awareness, wet toilet wipes have substantial growth potential in emerging markets.

3. Plus-Size Pull-Up Pants/Big Kids’ Diapers

In recent two years, there has been a continuous increase in consumer demand for plus-size diapers, both in the overall baby diaper market and specifically in the pull-up pants segment. According to Nielsen data as of June 2022, the year-on-year growth rate for XXXL-sized pull-up pants reached 90%, making it a significant driver of market growth. This trend can be attributed to several factors. Firstly, from the perspective of infant and toddler physical development, global childhood obesity rates are steadily rising, leading to a natural increase in diaper sizes needed for babies in the same age group. Secondly, in terms of usage duration, the diaper consumption period is extending into the early childhood phase.

Jiayue has been consistently updating its product line, and staying in line with changing trends and manufacturing a variety of products. It’s noteworthy that both Jiayue’s employees and its leadership have their children wearing Jiayue Yibero plus-size pull-up pants. This indicates that the prevalence of plus-size diapers is already quite high. Furthermore, many of Jiayue’s Southeast Asian customers are currently transitioning towards local supplies of plus-size diapers.

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