[E-Daily Reporter KIM JUNG YOU ] “Igukids Seoul Forest Branch,” a baby goods store in Seongdong-gu, Seoul. In one corner of this store—which one might expect to be filled with fashion items—works by renowned illustrator Lee Seul-ro are on display. Right next to them, you can also see stylish posters and objets d’art from the art lifestyle brand “Tunu.” This is a fresh merchandising strategy targeting MZ-generation parents who want to decorate their children’s rooms with a unique touch. Recently, even vertical (specialized) platforms like 29CM have been making various attempts to align with the new consumption trends of MZ-generation parents.

As MZ parents have recently emerged as key consumers, marketing trends are shifting not only on platforms but across the entire retail industry, including cosmetics (beauty) and food. Product development and categorization strategies are becoming increasingly refined to meet the needs of MZ parents, who meticulously select products suited for their children by carefully considering practicality, design, and values.

According to Musinsa on the 12th, the transaction volume for the kids’ category at the curated store brand 29CM this year (as of June) increased by 174% compared to the same period last year. Among these customers, those in their 30s and 40s accounted for more than 70%. In particular, women in their 30s—who have emerged as the primary caregivers—were found to make up the largest share.

A 29CM spokesperson explained, “Recently, MZ-generation parents have a strong tendency to project their own fashion tastes onto their children, and they actively seek out and purchase emerging designer brands—which offer unique identities and high design quality—rather than mainstream ready-to-wear brands.” The spokesperson added, “In response, we are pursuing a strategy to expand the scope of our kids’ category by offering a wide range of family lifestyle products, including fashion, strollers, tableware, educational toys, and art posters.”

In fact, artworks and decorative objects by famous illustrators have recently gained popularity among MZ-generation parents as they use them to decorate their children’s rooms. According to big data analytics firm SumTrend, as of last month, search volume for “decorating a child’s room” increased by more than 150% compared to the same period last year. The kids’ market, driven by MZ-generation parents, is becoming more diverse rather than remaining limited to a few specific categories as it was in the past.

The same is true for the kids’ beauty market. As Gen Z and Millennial parents emerge as the core consumer base, the market is evolving from a focus on basic skincare to one that now considers ingredients, user experience, and brand stories. As parents increasingly make more multifaceted purchasing decisions, beauty brands are expanding their product lines to include items that can be used by both parents and children—a shift from the past when they primarily emphasized ingredients alone.

A beauty industry insider noted, “While moisturizing and cleansing products—such as lotions, shampoos, oils, and sunscreen—used to dominate the market, products for sensitive skin, fragrance-free and hypoallergenic options, and ‘clean beauty’ products are now gaining a larger share.” They added, “Furthermore, we’re seeing an increase in products that go beyond being solely for children—such as those with playful elements or packaging designed to appeal to emotional consumption.”

The kids’ beauty market is also becoming more segmented by age group compared to the past. “Atofarm,” a kids’ beauty brand operated by Neopharm CO., LTD., offers separate product lines: the “Baby” line for infants and toddlers aged 0–3, and the “Kids” line for growing children aged 4–10. Within these lines, the brands highlight sub-lines specialized in specific functions, such as “Newborn” (for newborns), “MLE” (specializing in skin barrier care), and “Suncare” (gentle UV protection).

Collaborations with characters are also on the rise, targeting MZ-generation parents who are familiar with them. “Gungjung Bibchaek,” a kids’ beauty brand by Zero to Seven Inc(159580), recently collaborated with the popular illustrator “Yumma.” A Gungjung Bibchaek representative stated, “Although the products are for children, our strategy focuses on the experience of the parents who use them,” adding, “Character collaborations are becoming a trend.”

The baby food market is also becoming increasingly segmented to cater to the preferences of Gen Z and Millennial parents, ranging from products tailored by age and specific needs to diversified forms and differentiated delivery systems. For example, representative products include “sauce-based baby food,” where simply pouring the sauce over rice completes a meal, and “freeze-dried baby food,” made by freezing fresh ingredients and then removing moisture to dry them. Additionally, customizable products are emerging that allow parents to adjust the texture and consistency of the baby food to suit their child’s needs.

A food industry official explained, “As MZ-generation parents—most of whom are dual-income households—emerge as the primary consumer base, demand for baby food that offers greater convenience is rising.” The official added, “Customized products are also gaining popularity due to a complex mindset where parents prioritize convenience but are unwilling to skimp on investments for their children.”