What you need to know

China’s baby personal care market has shown slower growth since 2017 due to a declining birth rate. Mintel forecasts the market to grow at a value CAGR (compound annual growth rate) of 14.8 % in 2020-25. Given the foreseeable drop in the number of newborns, growth will be mainly driven by consumption premiumisation and increase in spending per baby and more frequent usage occasions. Fundamentally, spending on the category remains high on parents’ priority lists despite increasing financial pressure after the COVID-19 outbreak.

The spending per capita provides opportunities for brands to launch baby personal care products in more specified categories and products, for example borrowing ideas from the adult skincare market by launching innovations for babies. In addition, parents would always prioritize safety and professionalism, therefore providing trustable reassurance to prove those features would attract their interest.

Covered in this report

Baby personal care products include: baby shampoo, baby soap, baby shower gel, baby body powder, baby body lotion/cream, baby suncare, baby oil, baby nappy cream, baby insect repellent and baby hand wash/liquid soap. It excludes baby nappies and wipes, feeding and food preparation accessories. The demographic age coverage includes babies and toddlers aged 0-3.

The Report covers the retail market for baby personal care products. Market value is based on sales through all retail channels (including direct to consumer), but excludes the professional sector (eg hospital).

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