China Baby Personal Care Market Report 2021
£ 3,695 (Excl.Tax)
Report Summary
“The decline in China’s birth rate is likely to continue hence the market growth of the baby personal care category will mainly come from the increased spending per baby. The post-90s parents are now emerging to become the main purchasing power in this category, hence updating marketing strategies such as communicating the childcare experience, like diaries on childrearing, to catch their preference and launching more segmented products to create new needs are important to boost growth.”
– Amy Jin, Research Analyst
This Report looks at the following areas:
- Baby personal care products usage change versus previous years
- Usage and trial intention of baby suncare products
- Brand perceptions of products of different origins
- Child care information needs
- Market overview and innovations in the baby personal care market
- Landscape and top players in the baby personal care market in China
Table of Contents
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Overview
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- Key issues covered in this report
- Definitions
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Executive Summary
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- The market
- Figure 1: Best- and worst-case forecast of value sales of baby personal care market, China, 2016-26
- Companies and brands
- Figure 2: Leading manufacturers’ share in value sales of baby personal care products, China, 2019 and 2020
- The consumer
- Products with specific efficacy are worth paying more for
- Figure 3: Price spent on different baby personal products, 2021
- Baby lotion/cream of international brands has higher penetration
- Figure 4: Top brands of baby lotion products used, 2021
- Vitamins are as important as natural derivatives
- Figure 5: Ingredients preferred in baby personal care products, 2021
- Physical suncare protection widely used but other products are emerging
- Figure 6: Usage of suncare products for baby, 2021
- Parents prefer to read more educational information
- Figure 7: Baby-related information needs, 2021
- Domestic brands are becoming more competitive
- Figure 8: Perceptions on brands with different origins, 2021
- What we think
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Issues and Insights
- Launch more segmented products to widen selection
- Figure 9: Product review on Xiaohongshu, 2021
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- Figure 10: Baby Elephant baby facial masks, 2021
- Opportunities for domestic brands to aim at younger parents
- Figure 11: Yumeijing marketing campaign, 2021
- Launch more segmented products to widen selection
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Market Size and Forecast
- Decreasing birth rate slows category growth
- Figure 12: Best- and worst-case forecast of value sales of baby personal care market, China, 2016-26
- Decreasing birth rate slows category growth
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Market Factors
- Optimistic economic growth with promising consumer spending
- Lower birth rate continues with third child policy implemented
- Emergence of post-90s parents to boost spending
- Optimistic economic growth with promising consumer spending
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Market Segmentation
- Baby skincare products continue to grow
- Figure 13: Segment share of baby personal care market, China, 2018-21
- Baby skincare products continue to grow
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Market Share
- International brands maintain leading positions while domestic brands catch up
- Figure 14: Leading manufacturers’ share in value sales of baby personal care products, China, 2019 and 2020
- International brands maintain leading positions while domestic brands catch up
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Marketing Activities
- Draw an analogy to establish premium brand image
- Figure 15: Marketing articles on Xiaohongshu for premium brands, 2021
- Inviting professionals as spokespersons to prove efficacy
- Figure 16: Doctors recommendation for Baby Elephant, China, 2021
- Figure 17: Dr. Skimo baby lotion, 2021
- Luxury baby personal care brand launching gift boxes
- Figure 18: Baby personal care gifting box, China, 2021
- Draw an analogy to establish premium brand image
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New Product Trends
- Claims of being botanical and vitamin/mineral fortified increase
- Figure 19: Top 10 claims in new launches of baby personal care products, China, 2019-20
- Figure 20: Newly launched baby personal care products with vitamin claim, China, 2020
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- Figure 21: Newly launched baby personal care products with time/speed claim, China, 2020
- Sanitising products with immunity support
- Figure 22: Newly launched baby Sanitizer Water, Indonesia, 2020
- Microbiome-friendly probiotic/prebiotic beauty trend evolves to focus on immune support
- Figure 23: Newly launched baby personal care products with probiotic ingredients, Australia and China, 2020
- Claims of being botanical and vitamin/mineral fortified increase
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Price of Products Bought
- Premiumisation opportunities presented for baby lotion and oil
- Figure 24: Price spent on different baby personal care products, 2021
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- Figure 25: Average spending on different baby personal care products,2021
- Premiumisation opportunities presented for baby lotion and oil
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Baby Lotion Brands Used
- Johnson & Johnson leads penetration in baby lotion category
- Figure 26: Top brands of baby lotion products used, 2021
- Younger consumers prefer time-honoured domestic brands when compared to parents over age 25
- Figure 27: Top brands of baby lotion products used, by age, 2021
- Johnson & Johnson leads penetration in baby lotion category
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Ingredients Preferred
- Vitamins and plant extracts win consumers’ affinity
- Figure 28: Ingredients preferred in baby personal care products, 2021
- Consumers on higher incomes favour barley ingredients
- Figure 29: Ingredients preferred in baby personal care products, by monthly personal income, 2021
- Vitamins and plant extracts win consumers’ affinity
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Usage of Baby Suncare Products
- Physical protections preferred to using chemicals on skin
- Figure 30: Usage of suncare products for baby, 2021
- High earners are more open towards niche suncare products
- Figure 31: Usage of selected suncare products for baby – Have not used but want to try, by monthly personal income, 2021
- Physical protections preferred to using chemicals on skin
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Childcare Information Needs
- Education-related information is more important
- Figure 32: Baby-related information needs, 2021
- Affluent consumers enjoy more family activities
- Figure 33: Baby-related information needs, by monthly personal income, 2021
- Younger consumers interested in real life experiences
- Figure 34: Baby-related information needs, by age, 2021
- Education-related information is more important
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Perceptions on Brands with Different Origins
- Domestic brands ranked high on being ethical
- Figure 35: Perceptions on brands with different origins, 2021
- Overseas brands show superiority on professionalism and high-tech
- Figure 36: Mustela products with clinically proven efficacy, China, 2021
- Figure 37: Aveeno baby eczema therapy, China, 2021
- Domestic brands ranked high on being ethical
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Appendix – Market Size and Forecast
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- Figure 38: Total value sales of baby personal care market, China, 2016-26
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
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Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Data
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*databooks not available with UK B2B Industry reports.
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