Tiêu đề [Metric] 2025 Mother & Baby Market Report_final.pdf ✅

2025 MOTHER & BABY MARKET REPORT


4 Overall Market: In 2023, the market reached approximately 7 billion USD—over 177 trillion VND, growing at a rate of 30-40% per year. On E-commerce marketplaces: In the "Mother & Baby" category in Vietnam across the four major e-commerce marketplaces (Shopee, Lazada, Tiki, Sendo), sales for the first 9 months of 2024 reached 9.97 trillion VND, a 41% growth compared to the same period in 2023. This figure represents 96% and 122.9% of total revenue for 2023 and 2022, respectively. Shopee leads the market with an 87% share and is the only platform with positive growth in the first 9 months of 2024. However, the number of sellers with active orders on these marketplaces has shown a declining trend. In 2025, sales and volume in the "Mother & Baby" category are projected to increase by an average of 15-20% each month compared to the same periods in 2024, reaching 16.76 trillion VND and 80.48 million products across the four major e-commerce marketplaces (Shopee, Lazada, Tiki, Sendo). Omnichannel shopping, increasing in online purchases, and a desire for personalized shopping experiences are anticipated to be the leading trends in 2025. The Mother & Baby category in Vietnam has substantial potential due to economic growth, rising purchasing power, and high demand from Gen Z—the future core consumer generation. However, inflation, increasing food prices, and a declining birth rate present challenges for sustaining growth in this category. Opportunities and Challenges HIGHLIGHTS 1 2 Scale & Growth Most customers purchasing "Mother & Baby" products combining both online and offline shopping. In terms of shopping frequency, the 25-34 age group shows the highest frequency of buying these products. On e-commerce marketplaces, formula milk and baby food are the most purchased products, the demand for most product groups in the Mother & Baby category has shown strong growth. Customers tend to favor "Mall Shops" when buying health care products and formula milk/baby food compared to other product groups. American and Japanese "Mother & Baby" brands dominate the market. Other than that brands like Aptamil and Nan showing exceptional sales growth compared to the same period in 2023. 3 Demand & Shopping Behavior 4 Retail Chains The top "Mother & Baby" retail chains, including Con Cưng, Kids Plaza, Bibo Mart, and AVAKids, are reducing their physical stores while expanding their online channels. Con Cưng and AVAKids, in particular, are aggressively focusing on growth through the Shopee marketplace. Although most customers still prefer shopping in-store, a significant portion also shop via e-commerce marketplaces, social media, and the chains' websites. 5 Forecast