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Take a look at the market that is worth investing in! Birth rate decline, but why is the global maternal and child market still worth investing in?

Everyone should be very familiar with this day because this Saturday, the 2nd of January, can be anything other than National Children’s Day. Today, HelloAds will introduce a good market that every marketer should invest in the maternal and child product market.

Did you know that the birth rate in Thailand has decreased drastically? The reason is often a matter of economic conditions. The social environment, values, or ideas have completely changed from such information Obviously, between 2012 and 2021, the average birth rate continued to decrease. Against this trend, the average mortality rate is increasing. In 2021, there were only 544,570 births compared to 2020, which had 587,193 births, which is almost doubled.

As for the population, China has a lower birth rate as well. According to the National Bureau of Statistics, China’s birth rate in 2021 dropped to a historic low of 7.52 births per 1,000 people, with a new birth rate of 10.62 million, compared to 2020 when the birth rate was 12 million, an average of 8.52 people per 1,000 people.

Although China adopted a one-child policy in 2016, it switched to a three-child policy in 2021 to increase the number of births due to the lower birth rate’s impact in the long run. This is due to economic reasons and changes in social values that are important to the decision to have children.

While the global birth rate is declining, the maternal and child market continues to grow steadily.


Shining the growth of the maternal and child products market.

The mother and baby market is still incredibly fascinating. Even if it’s simply a category of products geared for kids. But sales of these specialized goods are rising steadily. The year 2021 shows that the market for mother and child products as a whole will continue to expand. The value is as high as 40,300,000,000 baht in Thailand.

In addition to the increase in children around the world, the market for mother-and-child products is growing. Behavior of modern parents It also affects the expansion of the market. Because modern parents are always looking for improved and improved products. in line with the current needs as much as possible and prefer to buy imported products from abroad, especially milk powder and baby snacks that have been formulated to be of higher quality with advanced technology, causing the unit price to move up rapidly.

There is also another important factor. Most families have plans. and prepare more before having children, along with preparing a budget for raising more children. At the same time, behaviors have changed in modern families who have turned to raising their children by themselves. As a result, the demand for help raising children comfortably and safely is increasing.

One of the trends to watch in the Asia-Pacific region is the import-export of maternal and child products. From this year to 2026, maternal and child products in the Asia-Pacific region are expected to continue to have a compounded average annual growth rate of more than 7.69 percent and has a market size of more than $ 47.71 million or about 1.68 trillion baht, which is 59 percent higher than the year 2019.

Information from K SME Focus indicates that the mother-and-child market has good growth prospects. Although in the past, growth may have slowed to some extent due to a decrease in purchasing power, compared to other markets, the maternal and child market is considered a good opportunity for SMEs. It is important for entrepreneurs to capture this market that 92% of Thai families have to know. which mothers will decide to buy household items, so to successfully penetrate this market It is necessary to understand and know the Insight of this group of buyers well first, that is:

  • Factors influencing purchasing decisions of modern mothers are quality and safety, reliable information and a variety of products including price and value.
  • Modern moms are shopping online for mom and baby products, according to the Asian parent survey, which is the promotion that helps moms make the easiest purchase decision is free shipping, while the buy 1 get 1 free strategy has more 50% influence on purchasing decisions than the price. 
  • Mothers use the internet the most between 6:00 p.m. and 10:00 p.m. Social media that mothers use are No. 1 Facebook, No. 2 YouTube, and No. 3 Instagram.
  • Cash on delivery is the most popular, followed by Mobile Banking, followed by Credit or Debit Cards.
  • Advice from a doctor or specialist Influencer or Celebrity helps mothers to know the product brand the most.
  • According to a survey by iPrice, feeding accessories, nipples, bottles and milk containers is the most popular product ordered online because it is a product that has a limited-service life, is easily damaged and needs to be replaced according to the child’s development.

In addition, it is not only the maternal and child market in Thailand that is growing. The international market has also grown over the past year.


The growth of the overseas mother and baby market.

  • Australia and the fertility rate soaring during lockdown.

While Australia is another country where the trend of maternal and child products is bright based on the fertility rate during the lockdown, according to the data, maternal and child products are likely to grow in the future. As a result of Medicare’s statistical evaluation, it was found that in 2021 (January–July), the number of 12-week pregnancy scan visits increased by 6% over the same period last year.

In addition, data from Medicare found that in 2020, the number of prenatal visits (12-16 weeks pregnant) 67,872 times (up from 10,000 times in year 2562), which reflects the impact of the COVID-19 epidemic in Australia from 2020 to 2021, which has affected the number of children in Australia. From the above points, it is a positive factor for the business of mother and child products in this market.

  • The Philippines, an interesting maternal and child market in ASEAN.

While countries in ASEAN like the Philippines, which resulted from the implementation of lockdown measures In order to control the spread of COVID-19 in 2020, it is expected that there will be nearly 2 million babies born in the Philippines in 2021, which is the highest birth rate since 2000 where the birth rate is still there. at 1.79 million.

More than 2 million babies were born this year, an alarming number. reflects that the epidemic control measures with restrictions on the movement and travel of the public reduced access to contraception This issue may be an interesting one: birth rates in emerging market countries. Low- and middle-income countries are more likely to have babies during COVID-19 under lockdown than developed countries.

  • China’s largest maternal and child products market.

Even if we say at present, China is still considered a country with a birth rate of about 5%, which is not much. But compared to the population of 1.4 billion people, it is the most attractive mother-and-child market right now, and the data from the Tmall Global platform, in collaboration with the famous Chinese market research company CBN Data Center, released the 2021 Tmall Global Maternal and Baby Products Market Trends Report, which explores the development situation of the cross-border maternal and baby products market and online channels in China. It was found that for many years, it continued to grow.

In addition, it is estimated that in 2021, China’s maternal and child products market value will surpass 4 trillion yuan, and in the future, the maternal and child products industry will continue to expand into online trading channels.

We can see that although the childbirth rate has decreased, the cost of raising one child has increased. Some families buy one item. It has increased to 5 pieces and 10 pieces, respectively, the more the maternal and child market grows against the trend of the birth rate. The behavior of modern parents like GenX and GenY is quite classy. There is a demand for premium, branded products so that mothers and babies receive only good things of good quality.

With these statistics and data becoming clear, the global maternal and child market is a very attractive market to invest in. For anyone who is interested in helping us to market in the mother and child market ,but you still don’t know how to start or if you want to ask for more information, you can contact HelloAds.

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