Consumer Staples Author：Muriel Meng Editor：Yiru Qian Dec 18, 2023 06:44 PM (GMT+8)

Behind the refined demand, the maternal and infant product market has also attracted more hopeful attention.

Information construction of maternal and child health care

According to exclusive information from EqualOcean, Chinese maternal and infant product brand Momcozy has successfully secured strategic investment from Hainan Xiaohujing Private Equity Investment Fund Partnership (Chinese: 海南小虎鲸私募股权投资基金合伙企业). This investment injects strong momentum into the future development of the brand.

The funds raised in this financing round will be used for expanding Momcozy's product line, brand marketing, and strengthening technological research and development. Additionally, the company plans to enhance its presence in the international market and increase brand awareness globally.

Established in 2017 and headquartered in Shenzhen, Momcozy has positioned itself around the core concept of "Cozy Designs Born from Love". The brand has gained a leading position in the market, particularly with its innovative wearable breast pump, capturing a market share of nearly 15%. With high-quality products and cost-effective pricing, Momcozy has been recognized as a best-selling seller on Amazon multiple times, earning the trust of over 2 million mothers in North America and Europe.

With the implementation of the three-child policy and the continuous increase in per capita consumption levels, the quality demands of maternal and infant consumers continue to rise. As a result, the added value of the maternal and infant industry is steadily increasing, and the market size is experiencing rapid growth. According to relevant data, the scale of China's maternal and infant consumption reached CNY 3.4591 trillion in 2021, and it is expected to reach CNY 4.6797 trillion by 2025.

Furthermore, from prenatal to child-rearing stages, consumer demand for maternal and infant products has become increasingly diverse, standardized, quality-oriented, and refined. This has intensified competition among brands in this field. According to third-party platform data, the global market size of wearable breast pumps is expected to reach USD 897 million  by 2030, gradually becoming an emerging growth point. This has attracted competition from well-known brands such as Medela, Philips AVENT, New An Yi, PIGEON, Xiaobaixiong, KUB, and NCVI XINBEI.

It is worth mentioning that Momcozy has seized the core needs of its target customers and further expanded with its sub-brand BabyCozy, which specializes in baby diapers, baby monitors, wet wipes, and other products. The cross-promotion between the two brands enhances customer repurchase rates.