China Personal Care Products during Pregnancy Market Report 2021
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Report Summary
“When choosing personal care products for pregnant women, safety is the top consideration, far outweighing other factors including efficacy and price. From checking the ingredients to researching product reviews, savvier consumers tend to judge by themselves to be more assured. Natural ingredients are fundamentally essential for mild and gentle effects, and brands can also leverage premiumisation features by being professional, using certificates and recognition from trusted organisations to differentiate themselves amid the fierce competition.”
– Amy Jin, Research Analyst
This Report looks at the following areas:
- Usage of different types of skincare products during pregnancy
- Interested functions when choosing facial skincare products during pregnancy
- Shopping behaviours and purchase journey
- Attitudes towards personal care during pregnancy
- Ingredients preferred in products and premium factors willing to pay more for
- New product innovations and competitive strategies
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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- Market and competition
- The consumer
- Products claimed to be suitable for pregnancy are preferred
- Figure 1: Types of products used during pregnancy, 2021
- Consumers are looking for basic skincare needs during pregnancy
- Figure 2: Most interested function when choosing facial skincare products during pregnancy, 2021
- Checking ingredients is essential for all personal care products
- Figure 3: Purchase journey before buying personal care products for pregnancy/lactation, 2021
- Focus on safety rather than efficacy
- Figure 4: Features willing to pay more for, 2021
- Natural ingredients are still favoured by consumers
- Figure 5: Ingredients prefer to use during pregnancy, 2021
- Targeting younger consumers’ skincare needs during pregnancy
- Figure 6: Attitudes towards skincare needs during pregnancy, 2021
- What we think
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Issues and Insights
- Targeting younger new mothers with more skincare needs
- Figure 7: Aocilenda’s bb cream targeting post-90s mothers
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- Figure 8: Bodorme’s Xiaohongshu campaign, China, 2021
- Presenting a premium brand image by easing safety concerns
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- Figure 9: Belli’s marketing posters, China
- Targeting younger new mothers with more skincare needs
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Market Factors
- Lower birth rate continues with third child policy implemented
- Emergence of post-90s mothers
- Domestic brands in pregnancy care are emerging
- Relaxed policy on animal testing
- Emergence of postnatal recovery services increases competition
- Figure 10: Beauty services available for maternal customers, China, 2021
- Lower birth rate continues with third child policy implemented
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Marketing Activities
- Baby personal care brands launching pregnancy products
- Figure 11: Baby care brands launching maternal products, China, 2021
- Selling products in sets with themed ingredients
- Figure 12: Personal care products sets for pregnancy, China, 2021
- Prestige skincare brands targeting pregnancy skin conditions
- Figure 13: La Mer’s serum targeting new mothers, China, 2021
- Baby personal care brands launching pregnancy products
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New Product Trends
- Proportion of skincare innovations with ‘maternal’ claims is still small
- Colour cosmetics suitable for pregnancy continue to expand
- Figure 14: Newly launched colour cosmetics for pregnancy, China, 2020
- Proven certificates to ease safety concerns
- Figure 15: Plantism’s certified pregnancy skincare set
- More segmented product categories
- Figure 16: Newly launched hand cream for pregnancy, China, 2020
- Proportion of skincare innovations with ‘maternal’ claims is still small
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Types of Products Used during Pregnancy
- Colour cosmetics suitable for pregnancy have opportunities to grow
- Figure 17: Types of products used during pregnancy, 2021
- More consumers prefer to use specialised products suitable for pregnancy than last year
- Figure 18: Types of products used during pregnancy – ‘Products claimed suitable for pregnancy’, 2020 vs 2021
- Figure 19: Types of products used during pregnancy – ‘Nothing’, 2020 vs 2021
- Younger consumers are more cautious about serum and sunscreen
- Figure 20: Types of products used during pregnancy – ‘Products claimed suitable for pregnancy’, by age, 2021
- Colour cosmetics suitable for pregnancy have opportunities to grow
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Interest in Claimed Benefits
- Basic hydration is a must, followed by anti-oxidation
- Figure 21: Most interested function when choosing facial skincare products during pregnancy, 2021
- Younger mothers are more interested in anti-aging
- Figure 22: Most interested function when choosing facial skincare products during pregnancy, by age, 2021
- Basic hydration is a must, followed by anti-oxidation
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Purchase Journey
- Checking ingredients is essential even for colour cosmetics
- Figure 23: Purchase journey before buying personal care products for pregnancy/lactation, 2021
- Product reviews online play a more important role during pregnancy/ lactation than usual
- Recommendations from the virtual world matter more than those from real people
- Younger women rely more on offline help
- Figure 24: Purchase journey before buying facial skincare products for pregnancy/lactation, by age, 2021
- Figure 25: Brands collaborating with professional source
- Checking ingredients is essential even for colour cosmetics
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Ingredients Preferred
- Natural ingredients and vitamins are winning consumers’ attention
- Figure 26: Ingredients prefer to use during pregnancy, 2021
- Organic ingredients and mineral oils are better adopted by wealthy families
- Figure 27: Ingredients prefer to use during pregnancy, by monthly household income, 2021
- Natural ingredients and vitamins are winning consumers’ attention
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Factors Willing to Pay More For
- Safety related features over efficacy key to premiumisation
- Figure 28: Features willing to pay more for, 2021
- Younger consumers are more likely to trust professionals
- Safety related features over efficacy key to premiumisation
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Attitudes towards Personal Care during Pregnancy
- Younger consumers have more skincare needs during pregnancy
- Figure 29: Change in skincare needs during pregnancy, 2021
- Unlike other skincare products, pregnancy products are less effects-driven
- Figure 30: Attitudes towards effectiveness of products during pregnancy, 2021
- Attitudes divided on prevention vs solutions
- Figure 31: Attitudes towards using different types of personal care products during pregnancy, 2021
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- Figure 32: Skin issues experienced during pregnancy and lactation, 2021
- Professional brands appeal more to lower earners
- Figure 33: Brand preference of pregnancy personal care products, by monthly personal income, 2021
- It takes time for consumers to return to their original skincare routine
- Figure 34: Attitudes towards returning to original skincare routine after pregnancy, 2021
- Younger consumers have more skincare needs during pregnancy
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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