Table of Contents
Introduction
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- Definition
- Report structure
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total value sales of nappies and baby wipes market, China, 2009-19
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- Figure 2: Breakdown of nappies and baby wipes market segments, by value, 2014
- Companies and brands
- Market share
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- Figure 3: Leading companies’ market share in China’s nappies market, by value, 2012-13
- Who’s innovating?
- The consumer
- Usage of nappies and baby wipes
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- Figure 4: Usage of nappies and baby wipes, March 2014
- Usage occasion of nappies and baby wipes
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- Figure 5: Usage occasion of nappies and baby wipes, March 2014
- Barriers to trial/continuous usage of disposable nappies and baby wipes
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- Figure 6: Barriers to trial/continuous usage of disposable nappies and baby wipes, March 2014
- Purchase consideration factors for nappies and baby wipes
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- Figure 7: Purchase consideration factors for nappies, March 2014
- Figure 8: Purchase consideration factors for baby wipes, March 2014
- Most influential source of information for nappies and baby wipes
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- Figure 9: Most influential source of information for nappies and baby wipes, March 2014
- Importance ranking of product functions/benefits of nappies and baby wipes
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- Figure 10: Importance ranking of product functions/benefits for nappies, March 2014
- Figure 11: Importance ranking of product functions/benefits for baby wipes, March 2014
- Attitudes towards nappies and baby wipes
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- Figure 12: Attitudes towards nappies and baby wipes, March 2014
- Key trends
- What aspects of product premiumisation should brand prioritise in nappies to encourage trading-up?
- How does product specialisation in nappies help brands to attract consumers in the crowded market?
- Why do symptom-relieving advanced baby wipes mark opportunity for brands to capture unmet consumer needs?
- What we think
Issues and Insights
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- Which aspects of product premiumisation should brands prioritise in nappies to encourage trading-up?
- The facts
- The implications
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- Figure 13: Top 10 claims on disposable nappies product launches, China, 2010-14
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- Figure 14: Examples of nappies with natural materials and botanical ingredients from domestic and overseas markets, 2014
- How does product specialisation in nappies help brands to attract consumers in a crowded market?
- The facts
- The implications
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- Figure 15: Top 10 claims on disposable nappies product launches, by girl and boy, China, 2010-14
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- Figure 16: Examples of seasonal nappies from domestic and overseas markets, 2012
- Figure 17: Example of potty training pads from overseas market, 2013
- Why do symptom-relieving advanced baby-wipes mark an opportunity for brands to capture unmet consumer needs?
- The facts
- The implications
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- Figure 18: Examples of symptom relieving baby wipes from overseas markets, 2014
Trend Application
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- Expert recommendation back in fashion
- Transparent business practice builds trust
- Every voice from you and me counts
Market Size and Forecast
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- Key points
- The nappies and baby wipes market demonstrates strong growth
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- Figure 19: Total value sales of nappies and baby wipes, China, 2009-14
- China is catching up the per capita spending with leading nappy consumption nations
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- Figure 20: Top six nappy consumption nations and their annual per capita spending, by country, 2013
- Strong growth is set to continue
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- Figure 21: Total value sales of nappies and baby wipes market, China, 2009-19
- Forecast methodology
- Growth drivers
- The government has changed the one child policy
- Convenience-driven mindset spurs consumption of disposable baby products
- Growth of international brands leads to more product premiumisation
- Online retail channels encourage bulk purchase via price discount
- Growth barriers
- The rise in infertility rates and the shrinking population of mothers could impact demand for disposable baby products
Market Segmentation
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- Key points
- The nappy segment gains stronger presence over the years
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- Figure 22: Nappy market, by value, 2009-14
- Figure 23: Total value sales of nappies market, China, 2009-19
- The baby wipe segment has the space to further expand value share
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- Figure 24: Baby wipe market, by value, 2009-14
- Figure 25: Total value sales of baby wipes market, China, 2009-19
Market Share
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- Key points
- Brand share
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- Figure 26: Leading companies’ market share in China’s nappies market, by value, 2012-13
Who’s Innovating?
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- Key points
- Nappies
- Brands can command price premium for ultra-thin nappies with instant absorption power
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- Figure 27: Time and speed claim for newly launched disposable nappies, China, 2010-14
- Figure 28: Importance ranking of product functions/benefits for nappies, surface remains dry after absorption, March 2014
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- Figure 29: Example of ultra-thin nappy from domestic market, 2014
- Botanical and herbal ingredients claim on ‘natural’ high ground
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- Figure 30: Botanical and herbal claim for newly launched disposable nappies, China, 2010-14
- Figure 31: Purchase consideration factors for nappies, March 2014
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- Figure 32: Examples of nappies with botanical and herbal ingredients from domestic market, 2014
- Ease-of-use nappies deliver convenience
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- Figure 33: Ease-of-use claims for newly launched disposable nappies, China, 2010-14
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- Figure 34: Example of easy-to-use nappy from domestic market (imported), April 2014
- Hypoallergenic nappies address concerns about skin disorders
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- Figure 35: Hypoallergenic claim for newly launched disposable nappies, China, 2010-14
- Figure 36: Examples of hypoallergenic nappies from overseas markets, 2013 and 2014
- Bundle pack nappies with baby wipes form synergies in cross-category selling
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- Figure 37: Example of bundle pack nappy from overseas market, 2014
- Nourishing ingredients are premium image boosters
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- Figure 38: Vitamin enriched claim for newly launched disposable nappies, China, 2010-14
- Figure 39: Example of vitamin enriched nappy from domestic market, 2014
- Gap in odour neutralisation
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- Figure 40: Odour neutralising claim for newly launched disposable nappies, China, 2010-14
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- Figure 41: Examples of odour neutralising nappies from domestic and overseas markets, 2012-14
- Baby wipes
- Natural ingredients in baby wipes gain mass market appeal
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- Figure 42: Purchase consideration factors for baby wipes, March 2014
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- Figure 43: Examples of baby wipes with natural ingredients from domestic and overseas markets, 2013 and 2014
- Portable baby wipes tailored to specialised needs
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- Figure 44: Importance ranking of product functions/benefits for baby wipes, suitable for on the go, March 2014
- Figure 45: Examples of baby wipe for on the go occasion from overseas market, 2014
Companies and Brands
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- Procter & Gamble Co.
- Unicharm Corporation
- Kimberly-Clark Corporation
- Hengan International Group Co., Ltd.
- Kao Brands Company
- Johnson & Johnson
The Consumer – Usage of Nappies and Baby Wipes
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- Key points
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- Figure 46: Usage of nappies and baby wipes, March 2014
- Disposable nappies are the mainstream with expanded market penetration
- A growing number of families adopt both pants-type and tape-type disposable nappies
- Specialised baby wipes overtake general wipes as a dominant cleaning solution
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- Figure 47: Usage of tape-type disposable nappies, by demographics, March 2014
- Tape-type disposable nappies more attractive to families with 0-24-month-old babies and those living in Shanghai and Quanzhou
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- Figure 48: Usage of pants-type disposable nappies, by demographics, March 2014
- Pants-type disposable nappy usage skews towards 35-39-year-olds, richer and more educated mothers with 6-24-month-old babies
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- Figure 49: Usage of baby wipes, by demographics, March 2014
- Baby wipes gain higher popularity among richer and better educated mothers with 6-24-month-old babies and tier one city residents
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- Figure 50: Usage of cloth nappies, by demographics, March 2014
- Traditional cloth nappies more essential for younger, low or high monthly income family mothers with new-born babies
The Consumer – Usage Occasions of Nappies and Baby Wipes
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- Key points
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- Figure 51: Usage occasion of nappies and baby wipes, March 2014
- Baby wipes tilt towards daytime usage regardless of place
- Tape-type disposable nappies have limitations for out-of-home occasions
- Pants-type disposable nappies fill the needs gap for out-of-home occasions
- Cloth nappies are generally used during daytime at home
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- Figure 52: Usage occasions of baby wipes, by demographics, March 2014
- More 35-39-year-old mothers prefer using baby wipes when out of home
The Consumer – Barriers to Trial/Continuous Usage of Disposable Nappies and Baby Wipes
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- Key points
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- Figure 53: Barriers to trial/continuous usage of disposable nappies and baby wipes, March 2014
- Product quality is a major barrier preventing usage of disposable nappies and wipes
- Consumers value natural and skin-friendly benefits in cloth nappies
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- Figure 54: barrier to trial/continuous usage of disposable nappies and baby wipes—quality concern, by demographics, March 2014
- Quality concerns over nappies and baby wipes more prevalent among high earners and better educated, and those with babies under 12 months
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- Figure 55: Most popular barriers to trial/continuous usage of disposable nappies and baby wipes, by demographics, March 2014
- Younger mothers, low income families and those with 0-6-month-old babies value benefits of cloth nappies
The Consumer – Purchase Consideration Factors for Nappies and Baby Wipes
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- Key points
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- Figure 56: Purchase consideration factors for nappies, March 2014
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- Figure 57: Purchase consideration factors for baby wipes, March 2014
- ‘Product safety’, ‘for sensitive skin’ and ‘natural and high quality materials’ prioritised over ‘brand equity’ and ‘product performance’ among nappy and baby wipe purchasers
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- Figure 58: Most popular purchase consideration factors for nappies – Rank 1, by mothers’ age, March 2014
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- Figure 59: Most popular purchase consideration factors for baby wipes – Rank 1, by mothers’ age, March 2014
- Different product emphasis needed to target mothers of different ages
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- Figure 60: Most popular purchase consideration factors for nappies – Rank 1, by babies’ age, March 2014
- Stress safe and high quality nappies for 6-24-month-old babies; natural and well-known brands for 25-36-month-old babies
The Consumer – Most Influential Source of Information for Nappies and Baby Wipes
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- Key points
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- Figure 61: Most influential source of information for nappies and baby wipes, March 2014
- Acquaintance and expert recommendation, online product reviews and brands’ official websites are the most influential source of information
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- Figure 62: Most influential source of information for nappies and baby wipes – brand official websites, Rank 1, by demographics, March 2014
- More 35-39-year-old mothers rely on brands’ official websites to extract product information
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- Figure 63: Most influential source of information for nappies and baby wipes – Rank 1, by demographics, March 2014
- Low- to mid-income families, tier one city residents, and those with higher levels of education trust recommendations from acquaintances more
The Consumer – Importance Ranking of Product Functions/Benefits for Nappies and Baby Wipes
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- Key points
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- Figure 64: Importance ranking of product functions/benefits for nappies, March 2014
- ‘Good breathability’ a top product performance indicator in nappies
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- Figure 65: Importance ranking of product functions/benefits for baby wipes, March 2014
- Allergy-free and symptom relieving baby wipes are in strong demand
- Portable wipes fulfil on-the-go needs
- Additional moisturising benefits are nice-to-have
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- Figure 66: Importance ranking of product functions/benefits for nappies –Good breathability, by demographics, March 2014
- Breathability are more important to 6-24-month-old babies and tier one city urbanites
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- Figure 67: Importance ranking of product functions/benefits for baby wipes –very important, by demographics, March 2014
- 6-24-month-old babies are key target for brands with allergy-free and symptom relieving baby wipes
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- Figure 68: Importance ranking of product functions/benefits for baby wipes – Can treat minor cuts and bruises, by demographics, March 2014
- Low and high income families with 0-6 month-old babies in tier two cities value baby wipes treating cuts and bruise
The Consumer – Attitudes towards Nappies and Baby Wipes
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- Key points
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- Figure 69: Attitudes towards nappies and baby wipes, March 2014
- ‘Natural materials’ and ‘superior functional performance’ are key selling points when it comes to premium pricing
- Consumers’ desire for convenience comes from multiple aspects
- Nappy and baby wipe brands have potential to boost consumer loyalty
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- Figure 70: Most popular attitudes towards nappies and baby wipes, by demographics, March 2014
- Tier one city dwellers have higher brand loyalty and crave premium baby products more
Appendix – Usage of Nappies and Baby Wipes
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- Figure 71: Usage of nappies and baby wipes, March 2014
- Figure 72: Usage of disposable nappies, by demographics, March 2014
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- Figure 73: Usage of total nappies, by demographics, March 2014
- Figure 74: Usage of tape-type disposable nappy, by demographics, March 2014
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- Figure 75: Usage of pants-type disposable nappy, by demographics, March 2014
- Figure 76: Usage of baby wipes, by demographics, March 2014
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- Figure 77: Usage of general wipes, by demographics, March 2014
- Figure 78: Usage of cloth nappies, by demographics, March 2014
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- Figure 79: Usage of nappies and baby wipes, by usage of disposable nappies, March 2014
- Figure 80: Usage of nappies and baby wipes, by usage of total nappies, March 2014
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- Figure 81: Usage of nappies and baby wipes, by usage of tape-type disposable nappy, March 2014
- Figure 82: Usage of nappies and baby wipes, by usage of pants-type disposable nappy, March 2014
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- Figure 83: Usage of nappies and baby wipes, by usage of baby wipes, March 2014
- Figure 84: Usage of nappies and baby wipes, by usage of general wipes, March 2014
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- Figure 85: Usage of nappies and baby wipes, by usage of cloth nappies, March 2014
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Appendix – Usage Occasion of Nappies and Baby Wipes
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- Figure 86: Usage occasion of nappies and baby wipes, March 2014
- Figure 87: Usage occasion of disposable nappies, by demographics, March 2014
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- Figure 88: Usage occasion of total nappies, by demographics, March 2014
- Figure 89: Usage occasion of tape-type disposable nappies, by demographics, March 2014
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- Figure 90: Usage occasion of pants-type disposable nappies, by demographics, March 2014
- Figure 91: Usage occasion of baby wipes, by demographics, March 2014
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- Figure 92: Usage occasion of general wipes, by demographics, March 2014
- Figure 93: Usage occasion of cloth nappies, by demographics, March 2014
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- Figure 94: Attitudes towards nappies and baby wipes, by usage occasion of disposable nappies, March 2014
- Figure 95: Attitudes towards nappies and baby wipes, by usage occasion of total nappies, March 2014
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- Figure 96: Attitudes towards nappies and baby wipes, by usage occasion of tape-type disposable nappies, March 2014
- Figure 97: Attitudes towards nappies and baby wipes, by usage occasion of pants-type disposable nappies, March 2014
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- Figure 98: Attitudes towards nappies and baby wipes, by usage occasion of baby wipes, March 2014
- Figure 99: Attitudes towards nappies and baby wipes, by usage occasion of general wipes, March 2014
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- Figure 100: Attitudes towards nappies and baby wipes, by usage occasion of cloth nappies, March 2014
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Appendix – Barriers to Trial/Continuous Usage of Disposable Nappies and Baby Wipes
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- Figure 101: Barriers to trial/continuous usage of nappies and baby wipes, March 2014
- Figure 102: Most popular barriers to trial/continuous usage of nappies and baby wipes, by demographics, March 2014
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- Figure 103: Next most popular barriers to trial/continuous usage of nappies and baby wipes, by demographics, March 2014
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Appendix – Purchase Consideration Factors for Nappies
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- Figure 104: Purchase consideration factors for nappies, March 2014
- Figure 105: Most popular purchase consideration factors for nappies – Rank 1, by demographics, March 2014
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- Figure 106: Next most popular purchase consideration factors for nappies – Rank 1, by demographics, March 2014
- Figure 107: Other purchase consideration factors for nappies – Rank 1, by demographics, March 2014
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- Figure 108: Most popular purchase consideration factors for nappies – Rank 2, by demographics, March 2014
- Figure 109: Next most popular purchase consideration factors for nappies – Rank 2, by demographics, March 2014
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- Figure 110: Other purchase consideration factors for nappies – Rank 2, by demographics, March 2014
- Figure 111: Most popular purchase consideration factors for nappies – Rank 3, by demographics, March 2014
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- Figure 112: Next most popular purchase consideration factors for nappies – Rank 3, by demographics, March 2014
- Figure 113: Other purchase consideration factors for nappies – Rank 3, by demographics, March 2014
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- Figure 114: Most popular purchase consideration factors for nappies – Rank 4, by demographics, March 2014
- Figure 115: Next most popular purchase consideration factors for nappies – Rank 4, by demographics, March 2014
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- Figure 116: Other purchase consideration factors for nappies – Rank 4, by demographics, March 2014
- Figure 117: Most popular purchase consideration factors for nappies – Rank 5, by demographics, March 2014
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- Figure 118: Next most popular purchase consideration factors for nappies – Rank 5, by demographics, March 2014
- Figure 119: Other purchase consideration factors for nappies – Rank 5, by demographics, March 2014
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Appendix – Purchase Consideration Factors for Baby Wipes
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- Figure 120: Purchase consideration factors for baby wipes, March 2014
- Figure 121: Most popular purchase consideration factors for baby wipes – Rank 1, by demographics, March 2014
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- Figure 122: Next most popular purchase consideration factors for baby wipes – Rank 1, by demographics, March 2014
- Figure 123: Other purchase consideration factors for baby wipes – Rank 1, by demographics, March 2014
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- Figure 124: Most popular purchase consideration factors for baby wipes – Rank 2, by demographics, March 2014
- Figure 125: Next most popular purchase consideration factors for baby wipes – Rank 2, by demographics, March 2014
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- Figure 126: Other purchase consideration factors for baby wipes – Rank 2, by demographics, March 2014
- Figure 127: Most popular purchase consideration factors for baby wipes – Rank 3, by demographics, March 2014
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- Figure 128: Next most popular purchase consideration factors for baby wipes – Rank 3, by demographics, March 2014
- Figure 129: Other purchase consideration factors for baby wipes – Rank 3, by demographics, March 2014
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- Figure 130: Most popular purchase consideration factors for baby wipes – Rank 4, by demographics, March 2014
- Figure 131: Next most popular purchase consideration factors for baby wipes – Rank 4, by demographics, March 2014
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- Figure 132: Other purchase consideration factors for baby wipes – Rank 4, by demographics, March 2014
- Figure 133: Most popular purchase consideration factors for baby wipes – Rank 5, by demographics, March 2014
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- Figure 134: Next most popular purchase consideration factors for baby wipes – Rank 5, by demographics, March 2014
- Figure 135: Other purchase consideration factors for baby wipes – Rank 5, by demographics, March 2014
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Appendix – Most Influential Source of Information for Nappies and Baby Wipes
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- Figure 136: Most influential source of information for nappies and baby wipes, March 2014
- Figure 137: Most influential source of information for nappies and baby wipes – Rank 1, by demographics, March 2014
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- Figure 138: Next most influential source of information for nappies and baby wipes – Rank 1, by demographics, March 2014
- Figure 139: Other influential source of information for nappies and baby wipes – Rank 1, by demographics, March 2014
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- Figure 140: Most influential source of information for nappies and baby wipes – Rank 2, by demographics, March 2014
- Figure 141: Next most influential source of information for nappies and baby wipes – Rank 2, by demographics, March 2014
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- Figure 142: Other influential source of information for nappies and baby wipes – Rank 2, by demographics, March 2014
- Figure 143: Most influential source of information for nappies and baby wipes – Rank 3, by demographics, March 2014
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- Figure 144: Next most influential source of information for nappies and baby wipes – Rank 3, by demographics, March 2014
- Figure 145: Other influential source of information for nappies and baby wipes – Rank 3, by demographics, March 2014
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Appendix – Importance Ranking of Product Functions/Benefits for Nappies and Baby Wipes
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- Figure 146: Importance ranking of product functions/benefits for nappies, March 2014
- Figure 147: Importance ranking of product functions/benefits for baby wipes, March 2014
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- Figure 148: Importance ranking of product functions/benefits for nappies, by demographics, March 2014
- Figure 149: Importance ranking of product functions/benefits for nappies – Leakage prevention, by demographics, March 2014
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- Figure 150: Importance ranking of product functions/benefits for nappies – Each piece can be used for a longer time, by demographics, March 2014
- Figure 151: Importance ranking of product functions/benefits for nappies – Surface remains dry after absorption, by demographics, March 2014
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- Figure 152: Importance ranking of product functions/benefits for nappies – With wetness signal function, by demographics, March 2014
- Figure 153: Importance ranking of product functions/benefits for nappies – Softness of the nappy material, by demographics, March 2014
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- Figure 154: Importance ranking of product functions/benefits for nappies –Good breathability, by demographics, March 2014
- Figure 155: Importance ranking of product functions/benefits for baby wipes, by demographics, March 2014
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- Figure 156: Importance ranking of product functions/benefits for baby wipes – Can soothe skin irritation, by demographics, March 2014
- Figure 157: Importance ranking of product functions/benefits for baby wipes – Moisturising, by demographics, March 2014
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- Figure 158: Importance ranking of product functions/benefits for baby wipes – Suitable for on-the-go, by demographics, March 2014
- Figure 159: Importance ranking of product functions/benefits for baby wipes – Don’t cause allergy, by demographics, March 2014
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- Figure 160: Importance ranking of product functions/benefits for baby wipes – Can treat minor cuts and bruises, by demographics, March 2014
- Figure 161: Importance ranking of product functions/benefits for baby wipes – Can reduce infection, by demographics, March 2014
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Appendix – Attitudes towards Nappies and Baby Wipes
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- Figure 162: Attitudes towards nappies and baby wipes, March 2014
- Figure 163: Most popular attitudes towards nappies and baby wipes, by demographics, March 2014
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- Figure 164: Next most popular attitudes towards nappies and baby wipes, by demographics, March 2014
- Figure 165: Other attitudes towards nappies and baby wipes, by demographics, March 2014
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- Figure 166: Least popular attitudes towards nappies and baby wipes, by demographics, March 2014
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