In this special period of home epidemic prevention, allergic diseases cannot be ignored either. Especially for families with mothers and babies, allergies have always been a headache. The “2022 Anti-Allergy White Paper for Mothers and Infants” recently released by BabyTree shows that the attention of mothers and infants to allergy problems has shown a continuous upward trend in the past three years; more than 30% of babies have allergies, which has an impact on life. Moreover, mothers’ anti-allergic consumer awareness has risen, including skin care products, nutritional supplements and sensitive skin diapers, which have become popular anti-allergy products for infants and young children.

With the popularization of allergy protection knowledge, the consumption awareness of allergy products among the new generation parents has increased, and the categories of products purchased have also increased. Nearly 80% of the mothers purchased allergy-related products. Among them, the post-95s and post-00s mothers have higher consumption potential in anti-allergy products, and are more willing to invest in related products. 65% of post-00s mothers spend an average of over 500 RMB on anti-allergic products every year, followed by 63% of post-95s mothers.

In the consumption of anti-allergy-related products, skin care products, nutritional supplements, and diapers for sensitive skin are all popular products. Among them, the consumption of skin care products such as lotions, sunscreens, and creams reached 43%, and the consumption ratio of nutritional supplements, such as probiotics and vitamins was 54%. In addition, sensitive skin diapers, paper towels, etc. are also hotspots for mothers’ purchase, with a consumption ratio of 45%. Finally, 68% of mothers trust the “recommended by hospital doctors” in terms of understanding the anti-allergic products, and the influence of online communities/forums/WeChat groups/moments, such as an APP about professional mother-infant Baby Tree, is gradually rising.

Reference data: “2022 Anti-Allergy White Paper for Mothers and Infants”