“Buy a car and buy a house”——United States mother’s parenting experience｜Trends in cross-border selection of maternal and infant products
May 06, 2025 15:30 Shanghai
NoahWise Insight
Cross-Border Insights Global Overview|Maternal and Infant ProductsCategory
Source: NoahWise Insight-Cross-Border Insights Global Overview-Maternal and Infant Products Category Sales Revenue in March 2025
2025 May.
"Buy a car or a house"
United States Mom’s Parenting Experience
Cross-border product selection trends for maternal and infant products
According to the United States region in March 2025
Walmart and Amazon
Platform maternal and infant product sales data,
Car seats and accessories
Sales on the Amazon platform accounted for 8.9%.
Strollers and accessories
and
travel equipment
It also accounts for nearly 10%,
baby room
It accounts for 16.5% on the Amazon platform and 12.86% on the Walmart platform. In addition to urgently needed products such as feeding and diapers, United States baby products
House, car and outdoor needs
Obviously higher than that in Southeast Asia.
Sales revenue share of maternal and infant products on Amazon platform in United States in March
Sales revenue share of maternal and infant products on Walmart platform in United States in MarchSource: NoahWise Insight-Cross-Border Insights
“Babies also have great needs”
As a mini version of a human being, babies have only four major categories of needs:
Food, clothing, housing and transportation
, clothing and food are the most basic products that are in demand, and there are strong brands in each region that occupy a large market share, such as the maternal and infant brands of the United States.
HUGGIES AND PAMPERS
, in April, Walmart platform Sales Revenue was nearly
3 billion
and
1.7 billion
, much higher than other brands.
Because of its vast territory and sparsely populated area, the United States has a large housing area per capita, its citizens are wealthy, and its middle class is relatively large.
Housing and transportation needs
Obviously larger than other areas, babies also need their own small room——
baby room
, own
Stroller
, the frequency of travel is also higher, coupled with the standardized requirements of United States laws for infant seats and high safety awareness, infant seats in the back seat of cars have become a necessity, and accessories are also in short supply.
01
Consumption other than “food and clothing”
The "housing and transportation" market for babies in the United States is expanding
There is always a special place for your baby in the back seat of the car
Infant car seats have always been an important category among maternal and infant products in the United States market. The main reasons include:
The United States National Highway Traffic Safety Administration (NHTSA) stipulates that newborns and children must use car seats that meet safety standards. This is not only
legal aspect
The mandatory requirement is also a sign that consumers attach great importance to infant safety. Household users in the United States have a high awareness of children's travel safety and are willing to pay for products that comply with international safety certifications, have excellent quality and have a guaranteed brand.
The United States is a vast country with a sparse population, and the majority of travel methods are by car. In many areas, it is even difficult to travel without a car, so children's car seats are almost a necessity.
In addition, market segments such as accessories, seats with adjustable functions, and portable travel seats also show great potential. Traditional safety seats meet basic safety needs, but smart car seats have emerged in recent years, such as
With body temperature monitoring and automatic angle adjustment
Functional
High-tech seats
Or it may be the next trend for cross-border merchants.
baby room
The demand for nurseries for babies in the United States far exceeds that of other regions. The outstanding performance of this kind of demand stems from the unique cultural background and living environment: United States
Larger housing area per capita
, parents tend to provide their babies with
independent space
To provide stable upbringing, and United States families pay more attention to children’s independence, and the baby room can better satisfy
Early education and lifestyle habits
shape. Under this demand,
Cribs, baby wardrobes, storage solutions, decorative items
etc. have become hot-sellers.
02
The sequelae of the epidemic:
Are sterilizers dominating the list?
It is also worth noting that the company that accounts for the largest proportion of Sales Revenue
Feeding
among products,
Sterilizer
Almost dominating the list, sterilizers frequently appear in the top categories, with an average price of
2000 yuan
about.
Source: NoahWise Insight-Cross-Border Insights
After the COVID-19 epidemic, families around the world have reached a new level of concern for health and hygiene, especially infant and child products. New parents tend to choose products that can provide efficient disinfection of baby feeding tools (bottles, pacifiers, etc.). Compared to traditional
Boiling method, sterilizer is safer and more efficient
, greatly saving parents’ time and energy. This “hands-free” feature makes it a necessity for families in the United States.
More importantly, commonly used in hospitals
High temperature and high frequency disinfection concept
Promoted to maternal and infant home scenes, the design of sterilizers is becoming more and more close to the convenience needs of home users.
Source: NoahWise Insight-Cross-Border Insights
It is worth noting that many United States brand bottles and sterilizers have launched compatible product sets, further cultivating users' loyalty to consumption stickiness.
Larger month-on-month growth in April
BABYBREZZA and MOMCOZY
Both sterilizer and
Fully automatic milk powder preparation, intelligent constant temperature, automatic disinfection and other intelligent functions.
For Chinese cross-border merchants, more functions can be developed to meet the needs of United States families.
, such as multi-functional processing of other feeding supplies (such as tableware, chews, toys),
Drying function
, through mobile APP
Real-time monitoring
Disinfection status, etc.,
One-stop solution for hygienic management of feeding tools
question.
03
Seize the "eating" machine:
Steady demand in Southeast Asia’s maternal and infant market
Taking Indonesia as an example, the food-related maternal and infant subcategory (
Milk powder, baby food, feeding essentials and baby health products
)have
Significant proportion
, proportion of milk powder and baby food
17.89%
, feeding essentials and baby health products accounted for
22.5%
, milk powder & food
year-over-year growth21%。
This phenomenon reflects the distinctive characteristics of the consumption structure of maternal and infant products in Southeast Asia (especially Indonesia).
As the most populous country in Southeast Asia, Indonesia's total population has exceeded
280 million
, a high proportion of infants and young children, and
birth rate
Significantly higher than the United States. This has resulted in greater market demand for milk powder, baby food and related feeding and health care products. Indonesia mostly has a traditional family structure.
Average family members are larger
, infants and young children are more important in the family, and parents and other family members are more concerned about their health and nutrition.
Source: NoahWise Insight-Cross-Border Insights
Judging from the year-over-year growth of the top milk powder brand in Indonesia, as a national brand, Danone’s
SGM and BEBELAC
The recognition is quite high and the growth rate is rapid.
Source: NoahWise Insight-Cross-Border Insights
Compared with the same period last year, the average price of Category has increased.
67
Yuan rose to
96
Yuan.
In Southeast Asia, including Indonesia, health awareness has increased in recent years, and Indonesian parents pay attention to the "
eat well
” concept, many families are interested in
Baby care products and foods
Investments outperform other categories.
“Clothing” and “food” are still the basics
What adults have, babies should have too
High fertility rate protects the last blue ocean
......
Passed by Indonesia
Total population, population growth rate and household needs
Supporting the diaper and baby food market, "clothing" and "food" are still the basic exports to Indonesia. There is still a huge demand for basic maternal and infant products, milk powder, diapers, and toys.
The high fertility rate protects the last blue ocean in the maternal and infant market.
The maternal and infant market in the United States focuses more on "living" and "traveling" needs, such as baby rooms, car seats, outdoor products, etc. Although milk powder and baby food are still important, their market share is not as prominent as in Indonesia. Instead, they pay more attention to the living environment and safety during the parenting process. The outdoor ability cultivated since childhood also provides new ideas for maternal and infant products. In contrast, the United States baby's
Demand is more diverse
，“
What adults have, babies should have too
”, which makes it easier for merchants to develop new products.
About NWi
Since 2023, NWi (NoahWise Insight) has expanded into overseas data services. We now cover major global e-commerce platforms including Amazon, Lazada, Shopee, and TikTok, tracking full-category market sales performance across nearly 30 country sites in Europe, the Americas, and Southeast Asia. We help brands deeply understand domestic and overseas market differences, identify growth opportunities in each market, and plan global expansion.
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