Table of Contents
Executive Summary
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- Impact of COVID-19 on baby personal care market
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- Figure 1: Short, medium and long-term impact of COVID-19 on baby personal care, November 2020
- The market
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- Figure 2: Market value and forecast of baby personal care products, China, 2015-25
- Companies and brands
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- Figure 3: Leading manufacturers’ share of value sales of baby personal care, China, 2018-19
- The consumer
- Baby insect repellent has been used more often
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- Figure 4: Change in usage frequency of different baby personal care products, July 2020
- Offline channels are more often used
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- Figure 5: Purchasing channels for baby personal care products, July 2020
- Safety is the key concern
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- Figure 6: Most important selecting factors, July 2020
- Parents use multiple sources for knowledge
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- Figure 7: Information source, July 2020
- Safety-related features are worth premiumizing
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- Figure 8: Factors willing to pay more for, July 2020
- Parents hesitate to try new products
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- Figure 9: Attitudes towards baby personal care, July 2020
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- Figure 10: Attitudes towards baby personal care, July 2020
- What we think
Issues and Insights
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- Tell memorable stories around hero natural ingredients
- The facts
- The implications
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- Figure 11: Baby Elephant’s Antarctic Cream
- Demonstrate professional brand image and safety through multiple channels
- The facts
- The implications
- Focus premiumisation on ethical and CSR related claims targeting at future parents
- The facts
- The implications
The Market – What You Need to Know
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- Slower growth compared to previous years
- Baby skincare remains the largest segment
- Birth rate may continue to decline
Market Size, Segmentation and Forecast
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- Growth continues but is slightly slower
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- Figure 12: Market value and forecast of baby personal care products, China, 2015-25
- The baby skincare segment still plays the most important role in growth
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- Figure 13: Market value and forecast of baby personal care products – skincare segment, China, 2015-25
- Baby bath & soap segment
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- Figure 14: Market value and forecast of baby personal care products – bath & soap segment, China, 2015-25
- Baby haircare segment
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- Figure 15: Market value and forecast of baby personal care products – hair segment, China, 2015-25
Market Factors
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- User population shrinking as birth rate drops
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- Figure 16: Birth rate and number of new-borns, China, 2014-19
- Emergence of post-90s mothers
- More segmented product categories
- Baby skincare products are alternative choices for sensitive skin conditions
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- Figure 17: Giving’s baby skincare product range
Key Players – What You Need to Know
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- Domestic brands are booming while international brand lose share
- Upgrade in brand image to attract consumers’ interest
- Natural ingredients still the most popular claim
Key Players and Market Share
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- Johnson & Johnson loses share due to negative reputation
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- Figure 18: Leading manufacturers’ share in value sales of baby personal care, China, 2018-19
- Baby Elephant continue to grow
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- Figure 19: Baby Elephant collaborates with Viya
Competitive Strategies
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- Involving dads in baby care activities
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- Figure 20: Daddy’s Choice baby products
- Baby apparel brand moves into natural baby care
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- Figure 21: Yeehoo Baby personal care products
- Domestic brands continue to upgrade their products to be on trend
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- Figure 22: Yumeijing upgraded packaging
Who’s Innovating?
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- Ease of use and hydration claims are on the rise while free from falls…
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- Figure 23: Top 10 claims in baby personal care products, China, 2016-19
- …In contrast to global trends
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- Figure 24: Top 10 claims in baby personal care products, global, 2016-19
- Easy to rinse out saw a rise in claims, especially for shampoo products
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- Figure 25: Shampoo products launched with easy to use claim, China, 2019
- Babies’ facial skincare products for anti-pollution
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- Figure 26: Facial skincare NPD for anti-pollution, China, 2019
- Selling mother & baby product in sets
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- Figure 27: Baby Elephant product set
- Figure 28: Yumeijing product sets
- Facial masks for kids
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- Figure 29: ATOPALM facial masks for kids, Korea, 2020
- Figure 30: Baby Elephant babies’ facial masks, China, 2020
- More specific segmentation in baby care products
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- Figure 31: Rainbow Baby products segmentation
- Figure 32: Fissan 2 in 1 shampoo
- Hand sanitizer for baby
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- Figure 33: Hand sanitizer for baby usage, China, 2020
- Products for both adults and babies
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- Figure 34: Mama & Kids Oligo series
The Consumer – What You Need to Know
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- Parents are using more insect repellent for babies
- Offline shopping channels remain competitive
- Safety-related features are top selecting factors
- Most consumers use multiple channels to gain knowledge
- Parents are willing to pay more for safety
- Brand loyalty is low but parents hesitate to try new
Changes in Usage Frequency
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- Baby insect repellent maintained its high usage
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- Figure 35: Change in usage frequency of different baby personal care products, July 2020
Purchasing Channels
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- Offline destinations remain competitive
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- Figure 36: Purchasing channels, July 2020
- Parents of higher income are using multiple channels
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- Figure 37: Purchasing channels, by household income, July 2020
- Younger parents are using more offline channels
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- Figure 38: Purchasing channels, by age, July 2020
Important Selecting Factors
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- Safety-related factors are top priority
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- Figure 39: Most important selecting factors, July 2020
- Younger parents are looking for cost effectiveness as well as safety
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- Figure 40: Important selecting factors, by age, July 2020
Information Source
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- Online forum is the most used source
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- Figure 41: Information source, July 2020
- Younger parents rely more on offline sources
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- Figure 42: Information source, by age, July 2020
- Affluent parents are using more online sources
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- Figure 43: Information source, by household income, July 2020
Factors Willing to Pay More for
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- Safety-related features are worth premiumisation
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- Figure 44: Factors willing to pay more for, July 2020
- Factors vary by baby’s age
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- Figure 45: Factors willing to pay more for, by age of youngest child, July 2020
- Post-90s parents are more interested in professional image
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- Figure 46: Factors willing to pay more for, by generations, July 2020
- Parents who plan to have more children are more interested in ethical products
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- Figure 47: Factors willing to pay more for, by plan to have more children, July 2020
Attitudes towards Baby Personal Care
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- Brand loyalty is low…
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- Figure 48: Attitudes towards baby personal care, July 2020
- …While parents hesitate to try new innovations
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- Figure 49: Attitudes towards baby personal care, July 2020
- Edible ingredients can be worth innovating with
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- Figure 50: Factors willing to pay more for, by attitudes towards baby personal care, July 2020
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- Figure 51: Factors willing to pay more for, by attitudes towards baby personal care, July 2020
- Savvier consumers are looking for professional solutions
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- Figure 52: Factors willing to pay more for, by attitudes towards baby personal care products, July 2020
Meet the Mintropolitans
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- Mintropolitans are more likely to pay for professional approval
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- Figure 53: Factors willing to pay more for, by consumer classification, July 2020
- Mintropolitans use more channels to learn information on childcare
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- Figure 54: Information source, by consumer classification, July 2020
Appendix: Market Size and Forecast
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- Figure 55: Total value sales of baby personal care market, China 2015-25
- Figure 56: Value sales of baby personal care market – skincare segment, China 2015-25
- Figure 57: Value sales of baby personal care market – bath & soap segment, China 2015-25
- Figure 58: Value sales of baby personal care market – haircare segment, China 2015-25
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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