With the recent passing of the 2-child policy in China coupled with a continuing lack of trust in domestic products and a rising middle class the demand for imported mom and baby care products will continue to soar. While the mom and baby care industry is still booming it still faces many challenges with emergence of new retail, offline and online channels the competition will only intensify. The top three purchasing channels in China for this industry are psychical stores, supermarkets and online platforms. Quality is sited as one of the most important factors in the buying decision for the Chinese consumer, thus foreign brands often have an advantage in the mom and baby category.