Table of Contents
Executive Summary
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- Impact of COVID-19 on Nappies market
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- Figure 1: Short, medium and long-term impact of COVID-19 on nappies, October 2020
- The market
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- Figure 2: Market value and forecast of nappies, China, 2015-25
- Companies and brands
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- Figure 3: Leading manufacturers’ share in value sales of nappies, China, 2018-19
- The consumer
- Usage of pants-type nappies saw steady increase
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- Figure 4: Usage frequency of different nappy types, July 2020
- A bigger leap in popularity by Pampers
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- Figure 5: Brand used most often, 2020 vs 2018
- Babies’ skin feeling is the top priority
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- Figure 6: Factors willing to pay more for, July 2020
- Multiple channels used for purchasing
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- Figure 7: Purchase channels, 2015-20
- RMB3 per piece as optimum price point brings opportunities to premiumise
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- Figure 8: Price sensitivity – optimal price, July 2020
- Well-known brands have advantage but less so for imported products
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- Figure 9: Attitudes towards nappies, July 2020
- What we think
Issues and Insights
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- Further product segmentation for ultra-sensitive skin condition
- The facts
- The implications
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- Figure 10: Green Finger’s skincare nappies
- Figure 11: OhBaby nappy for sensitive skin
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- Figure 12: Rossmann Babydream nappies, Germany, 2019
- Providing trial pieces for new parents to try from
- The facts
- The implications
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- Figure 13: Free sample tips on social media sites
- Figure 14: Clarins maternal product set, UK, 2020
- Launching special patent to compete with big brands
- The facts
- The implications
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- Figure 15: Chiaus CU pants
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- Figure 16: BBG nappy with Germany approved certificates
The Market – What You Need to Know
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- The growth is slowing down
- Pull-up type nappies saw strong increase
Market Size, Segmentation and Forecast
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- Reduced number of newborns is going to slow down the growth
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- Figure 17: Market value forecast of nappies, China, 2015-25 (est)
- Figure 18: Total number of newborn babies and babies aged 0-3, 2015-2019
- Pull-up style nappies gaining larger market share compared to previous years
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- Figure 19: Market value of nappies, by segment, China, 2018-20 (est)
Market Factors
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- User population shrinking as birth rate drops
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- Figure 20: Birth rate and number of newborns, China, 2014-19
- Families with a second child mean brand loyalty matters
- Parents’ strong willingness to spend and provide the best for their babies drives consumption upgrade
- eCommerce offers new brands a quicker route to market
- Awareness of Corporate social responsibility and sustainability is increasing after COVID
Key Players – What You Need to Know
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- International brands still lead
- Opportunities for domestic brands that innovate
- Convenience and for sensitive skin are factors to watch
Market Share
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- P&G strengthened leading position benefiting from its legacy in pull-up nappies
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- Figure 21: Leading manufacturers’ share in value sales of nappies, China, 2018-19
- Kao and Kimberly are losing competitiveness for different reasons
Competitive Strategies
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- Local brands are winning favour from younger mums
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- Figure 22: Chiaus marketing poster/IP cartoon design
- Continuing premiumisation - super premium products
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- Figure 23: Goo.N premium series, China, 2020
- Add natural ingredient skincare solutions to nappies
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- Figure 24: Pampers adding floral ingredients, China, 2020
- Embracing Chinese culture in marketing
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- Figure 25: Huggies’ cotton series, China, 2020
- More environmentally-friendly materials in products
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- Figure 26: Purcotton nappy, China, 2020
- Launching nappies for different seasonal usage
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- Figure 27: Nappies for different seasons, China, 2020
Who’s Innovating?
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- Convenience, good for skin, environmentally-friendly claims are on the rise
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- Figure 28: Top 10 claims in nappies, China, 2018-20 (till October)
- Nappies for sensitive skin
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- Figure 29: New nappy launches with fashion design, China, 2020
- Ease of use increased that involve dads in the diaper changing scenario
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- Figure 30: BBG diapers with Leyi sticker
- Figure 31: Daddy’s Choice diapers
- Combine smart diaper with mobile apps
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- Figure 32: Lumi x Pampers, USA, 2019
- Nappies for different occasions
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- Figure 33: Nappies designed for different occasions, China, 2020
The Consumer – What You Need to Know
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- Usage of disposable nappies remain stable
- Pampers saw an increase as most used brand
- Most consumers use multiple channels to purchase nappies
- RMB3 per piece is an optimum price
- Parents are willing to pay more for better skin feelings
- Brand awareness is key in this market
Usage Frequency
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- Pants-type disposable nappies owns highest usage
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- Figure 34: Usage frequency of different nappy types, July 2020
- Baby age plays an important factor affecting usage frequency
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- Figure 35: Usage frequency of different nappy types, by age of youngest child, July 2020
Brand Used Most Often
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- Pampers and Moony enjoyed usage growth
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- Figure 36: Brand used most often, 2020 vs 2018
- Domestic brands preferred by younger parents
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- Figure 37: Brand used most often, by age, July 2020
- Domestic brands enjoy more popularity among consumers with a tight budget
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- Figure 38: Brand used most often, by household income, July 2020
Purchasing Channel
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- Specialised baby care shopping websites losing to comprehensive shopping websites
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- Figure 39: Purchase channels, 2015-2020
- Younger parents are more reliant on specialised channels and brand official channels
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- Figure 40: Purchase channels, by generation, July 2020
- Consumers purchase domestic brands from multiple channels
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- Figure 41: Purchase channels, by brand used most often, July 2020
Price Sensitivity Analysis
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- RMB3 per item identified as the optimal price point
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- Figure 42: Price sensitivity – optimal price, July 2020
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- Figure 43: Price sensitivity – threshold prices, July 2020
- Parents are expecting to pay more for babies aged 6-12 months
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- Figure 44: Average price – “think it is a bargain - a great buy for the money” by baby’s age, July 2020
Factors Willing to Pay More
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- Skin feeling drives premiumness
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- Figure 45: Factors willing to pay more for, July 2020
- Importance varies by baby’s age
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- Figure 46: Factors willing to pay more for, by baby age, July 2020
- Brands enjoy different perceptions
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- Figure 47: Factors willing to pay more for, by brand used most often, July 2020
- Mildness and dryness for pants nappy users, breathable for tape nappy users
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- Figure 48: Factors willing to pay more for, by nappy type, July 2020
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- Figure 49: Goo.N premium nappy, China, 2020
Attitudes towards Nappies
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- Well-known brands have advantage but less so for imported products
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- Figure 50: Attitudes towards nappies, July 2020
- Bulk buying isn’t as high as expected
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- Figure 51: Attitudes towards nappies, July 2020
- Innovations on creative design to attract affluent consumers
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- Figure 52: Attitudes towards nappies, by monthly household income, July 2020
- Younger parents are more likely to purchase variety of nappies but not from WeChat
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- Figure 53: Attitudes towards nappies, by age, July 2020
Meet the Mintropolitans
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- Mintropolitans are more likely to pay for premium factors
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- Figure 54: Factors willing to pay more for, by consumer classification, July 2020
- Non-Mintropolitans are using more domestic brands
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- Figure 55: Brand used most often, by consumer classification, July 2020
- Mintropolitans willing to spend more on nappies and shops at multiple channels
Appendix: Market Size and Forecast
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- Figure 56: Total value sales of nappy market, China 2012-22
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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