The world’s largest annual trade fair for child, baby, maternity products and related services will be held in Shanghai from July 24 to 27.

Seven of 10 companies in the baby and maternity business interviewed reported steady sales growth, according to the latest figures from the trade fair organizer.

Informa Markets is expecting more than 90,000 trade buyers, 3,300 suppliers and 4,700 brands to be at the National Exhibition and Convention Center (Shanghai) to take advantage of the business opportunities during their 19th Children Baby Maternity Expo China, the Paper reported.

According to the organizer’s report, 74% of the players in the baby and maternity industry say they retained strong growth momentum in 2018.

It was reported that 83% of the brands focused on both online and offline sales last year, while only 14% and 3% said they only focused on offline or online channels respectively.

With the offline sales channels, brand owners said they preferred to cooperate with maternal and child speciality stores, of which nearly 83% choose maternal and child speciality stores and the maternal and child sections in department stores. Others included supermarkets and small retailers.

In terms of products, infant formulas, nutraceuticals and snack foods were still the major components contributing to the baby and maternity industry, with sales growth of 59%, 65% and 60% respectively.

Data from market research firm Kantar Worldpanel found that maternity and infant products sales among city shoppers in China advanced 14.2% in the 12 months to the end of June, far above the overall consumer market growth of 5.4%, mainly driven by price increases as new products with updated features attract more shoppers.