January 6, 2026 – The children’s nutrition market in China is continuously evolving, as China’s economy grows and its population shifts to urban settings. Busy lifestyles and working parents bring convenience to the forefront of nutrition products for children. The popularity of protein and dairy in China are also driving innovation, and nationwide policies promote healthy eating to consumers of all ages, encouraging parents to make the best choices for their children. Innova’s “Children’s Nutrition in China” report dives into these nutrition trends and how brands can take advantage of opportunities for innovation.
Macro Factors, Issues, and Opportunities
In the Chinese nutrition market, a variety of macro factors are influencing the child nutrition category. Among Chinese consumers, the environment is a top concern, so clean features and sustainability measures resonate. Personal health is equally important to consumers. Additionally, the Chinese economy is facing uncertainty, fueling worry for personal finances and the affordability of food.
As Chinese households are getting smaller, children are becoming a smaller portion of the population, highlighting challenges for manufacturers. The market for infant formulas and milk has been greatly impacted, and as a result, brands are seeking strategies to grow the baby cereal market. The value and volume of ready meals is also on the rise, reflecting the appeal of convenience within consumers’ busy lifestyles. Despite challenges and evolving lifestyles, children’s nutrition remains a major market, as the demand for high-quality food and beverages remains strong. Therefore, brands are finding ways to differentiate their brands and promote trust.
Chinese Consumers’ Approach to Health
79% of Chinese consumers say they are somewhat to very self-sufficient when it comes to their health, increasing over the last three years. Out of these consumers, a large percentage has increased their self-sufficiency to achieve more holistic and multi-dimensional approaches to their health. Others cite personalization and convenience as major drivers for taking control of their own wellness and the health of their household members.
Growing Prominence of Protein and Dairy
As health is a driving force in decision-making for parents, the dairy category is experiencing growth, due to nutritional benefits. Chinese consumers are becoming more enamored with protein, and consumers’ expectations for protein in children’s snacks and food choices is rising. Protein has replaced DHA as a key claim, but gut health is still important, with prebiotic ingredients becoming more widely used in children’s products.
When it comes to dairy and differentiation, brands also have the opportunity to choose from a wide range of milk ingredients. For example, the milk protein ingredients in Quaker’s High Grow Stage 1 Professional Nutrition Formula include calcium caseinate and concentrated whey protein. Other milk formula powders in the Chinese market use demineralized whey, whole milk powder, and skim milk powder among others.
Clean Label Resonates with Millennials
52% of consumers rank no additives and no artificial ingredients as the most important attributes when purchasing a snack for their child, dominating other priorities like nutrition and sustainability. Niche positionings, such as sustainable sourcing and local ingredients may not resonate with Chinese shoppers. However, food quality, naturalness, and freshness connect with Millennials, the generation who are most likely to have children.
Elevating Treats and Sweets
In the Chinese children’s nutrition market, sweet snacks like cookies and confectionery are increasingly popular. Lollipops are leading growth in product innovation for subcategory launches with a child’s nutrition claim. Examples include milk-based lollipops with added vitamin C. Additionally, brands are fortifying sweets and treats with nutrient-rich ingredients, such as vitamins, minerals, and milk components. Wu Xiaoyi Ad’s yogurt drink exemplifies this children’s nutrition trend, with added calcium and vitamin A incorporated into their product line. Confectionery products can also add a healthy twist through features like natural fruit juice ingredients.
Urbanization and Convenience Features
With the rise of urbanization, convenience features are increasingly popular, as parents have less time for meal preparation at home. On-the-go formats, ready meals, and ready-to mix powders align with consumers’ busy lifestyles. In both dairy and confectionery categories, convenience is a top positioning claim. When it comes to packaging, pouches and single-serve brick cartons deliver both fun and convenience for consumers and their children alike.
Key Areas of Supplement Focus
Children’s nutrition trends show that digestive, liver, bone, and immune health are the top claims for children’s supplements. Nevertheless, these claims are not widely used, underscoring an opportunity for brands. For immunity, vitamin C is the leading vitamin for child nutrition supplement launches, comprising 30% of launches. Vitamin D for bone health and B vitamins for overall health are also important ingredients. Calcium is the top mineral in launches, while the prebiotic fiber, oligofructose, leads in its subcategory for gut health benefits.
For children, common supplement formats range from multivitamins, probiotics, and bone health nutrients. However, Chinese consumers tend to favor nutritionally enhanced foods over supplements. The Chinese government also highlights food guidelines in the Healthy China 2030 national policy. Objectives include improving the health of citizens, increasing life expectancy, and promoting healthy lifestyles, calling for the increased consumption of nutrient-dense foods that are high in protein and fiber. These highlight an opportunity for brands to educate parents on the efficiency and targeted nutrition benefits of supplements.
Leading Supplement Innovations
ByHealth, a category innovator, has launched chewable supplement formats, with product lines targeting children, as well as their transition to their teenage and adult years. Beyond addressing consumers’ preferences for convenience and nutrition, catering to consumers’ concerns across life stages can help foster brand loyalty and retention. Jelly sticks and ready-to-mix powder sticks are other fun, convenient formats that Chinese brands are implementing to capture the attention of parents and deliver the necessary nutrients to their children.
What’s Next for Children’s Nutrition Trends in China?
Brands can expect innovations in protein diversification, with the inclusion of more dairy and meat in children’s diets, alongside plant-based protein sources. In addition, the lines will continue to blur between products for children and the entire family, offering opportunities for brands to target entire households or address various life stages. Excitement through holiday releases or limited edition offers will also drive children’s nutrition in China.
This article is based on Innova’s Children’s Nutrition in China report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more