![\"Insights](\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Charts-for-KuRunData-Blog-on-Childrens-Snack-Study-1024x922-1.png\")
<\/figure>\n\n\n\nDespite the shift in buying behavior, brands can still leverage different channels to effectively reach Chinese mothers and stay top-of-mind. Chinese mothers are gathering snack-related information through both online and offline channels, with short-form video platforms and Xiaohongshu reported as the most popular channels. What specific types of content are they looking for? Most of all, they\u2019re looking for product reviews or introductory information (51.2%), followed by maternal training guides (42.1%), and free trial reviews (41.6%).<\/p>\n\n\n\n
Post-85s and post-95s mothers<\/h2>\n\n\n\n
When we look at mothers from different generational cohorts, we see some notable differences in purchase behaviors that inform how brands should approach each group.<\/p>\n\n\n\n
When asked about their ratio of purchasing online versus offline, younger mothers in the post-95 (born between 1995-1999) cohort favored online shopping. Nearly two-thirds (64.9%) of respondents from that age group said they do at least 60% of their shopping online, as opposed to about half (48.4%) of the post-85 (born between 1985-1989) cohort.<\/p>\n\n\n\n
Younger mothers also are more open to children snacking at an earlier age. Half of post-95 respondents expose their children to snacks within one year from birth, while only 45.6% of the post-85s\u2019 children consumed snacks at the same age. However, post-85 mothers are willing to spend more money on snacks for kids than their younger counterparts. Two-thirds of post-85s spend 200 yuan or more on snacks per month, whereas just half of post-95s spend the same amount.<\/p>\n\n\n\n
Brand awareness and market outlook<\/h2>\n\n\n\n
Among Chinese consumers, there has been a shift in the perception of foreign brands versus domestic, with more and more parents in China favoring domestic brands.<\/p>\n\n\n\n
\u2022 When asked why they now favor domestic brands, they noted:<\/p>\n\n\n\n
\u2022 Domestic brands are more suitable for the nutritional needs of Chinese children<\/p>\n\n\n\n
\u2022 Improved quality of domestic brands, strict food safety supervision, and more value for money<\/p>\n\n\n\n
\u2022 Accessibility of domestic snacks during the pandemic<\/p>\n\n\n\n
\u2022 Desire to support domestic brands with the poor economic environment<\/p>\n\n\n\n
Despite the shift in perception, foreign brands still maintain competitive brand awareness in China. When asked an unaided awareness question about foreign and domestic children\u2019s snack brands, Heinz was top-of-mind for 18.6% of respondents, followed by Enoulite (11.1%), QiuTian Manman (10.2%), Gerber (9.1%), DeerBlue (7.3%), Little Freddie (4.3%), and BaoBaoChanLe (3.9%).<\/p>\n\n\n\n
The study also looked further into aided brand awareness and brand loyalty. Among the most-recognized brands, Heinz, Gerber, Enoulite, and BaoBaoChanLe have been among the most widely purchased, while Heinz, Gerber, and QiuTianManMan have shown the strongest ability to earn repeat customers from those who have purchased.<\/p>\n\n\n\n While Chinese mothers are generally satisfied with the snack market in terms of choices, taste, and finding options that their children enjoy, they still would like to see improvements in preservatives used, value, and the variety of functional snacks.<\/p>\n\n\n\n![\"Insights](\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Charts-for-KuRunData-Blog-on-Childrens-Snack-Study-1-1024x922-1.png\")
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