Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Retail value of China’s babycare market, 2009-19
- Figure 2: Retail value of China’s babycare market, by segment, 2009-14
- Companies and brands
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- Figure 3: Market share of top companies in babycare, by value % share, 2013
- The consumer
- More room to grow usage rate in niche segments
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- Figure 4: Babycare products used in the last six months, August 2014
- A signifcant gap in meeting ingredient needs
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- Figure 5: Consumer interest in ingredient innovation vs new product launches in babycare, China, 2011- Oct14
- Offline purchasing channels remain important
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- Figure 6: Purchase channels for babycare products, August 2014
- The must-have and nice-to-have product attributes in babycare
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- Figure 7: Must-have and nice-to-have purchase consideration factors for babycare products, August 2014
- Peers and professionals are the most important information channels
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- Figure 8: Information search and awareness channels for babycare products, August 2014
- Attitudes towards Babycare Products
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- Figure 9: General attitudes towards babycare products, August 2014
- Key Issues
- Will edible claim be the future trend?
- Nurturing the usage habits of speciality babycare products
- Is online shopping going to replace bricks-and-mortar stores?
- What We Think
Issues and Insights
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- Will edible claim be the future trend?
- The facts
- The implications
- Nurturing the usage habits of speciality babycare products
- The facts
- The implications
- Is online shopping going to replace bricks-and-mortar stores?
- The facts
- The implications
Trend Applications
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- Life Hacking
- Return to the Experts
- Prove it
Market Size and Forecast
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- Key points
- Market size
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- Figure 10: Retail value of China’s babycare market, 2009-14
- Market drivers
- More newborns expected with relaxation of one-child policy
- Increase in disposable income further fuels the market
- Increased product knowledge
- Greater demand for better pollution protection
- Online retailing powering consumption
- Market barriers
- Product safety issues still pose challenges
- Gaps still exist across income levels and city tiers
- Market forecast
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- Figure 11: Retail value of China’s babycare market, 2009-19
- Methodology
Market Segmentation
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- Key points
- Non-soap and bath products lead the growth
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- Figure 12: China babycare segment size and growth, 2009-14
- Figure 13: Retail value of soap and bath segment, 2009-19
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- Figure 14: Retail value of other non-soap and bath toiletries, 2009-19
Market Share
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- Key points
- Top five companies account for about four fifths of the market
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- Figure 15: China babycare retail market share, by value (%), 2011-13
Who’s Innovating?
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- Key points
- Existing players increased investment in the market
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- Figure 16: New product launches in China babycare market, by launch type, 2012-14
- Bodycare, shower products and facial care attract the most competition
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- Figure 17: Share of new product launches in China babycare market, by segment, 2012-14
- Safety assurance still tops claim list
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- Figure 18: Top product claims in China babycare new product launch, 2012-14
- Ingredient innovation
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- Figure 19: Babycare product ingredients innovation, China, 2011-Oct 14
- More refined demographic targeting is on the rise
- Multifunctional products for time-pressed mothers
- What companies are doing
Companies and Brands
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- Johnson & Johnson Services, Inc. (J&J)
- China Child Care Corporation Limited
- Tianjin Yumeijing Group
- Pigeon Group
- Henkel (China) Co., Ltd.
The Consumer – Usage of Different Babycare Products
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- Key points
- Room for growing usage varies across segments
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- Figure 21: Babycare products used in the last six months, August 2014
- Usage is driven by income and baby’s age
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- Figure 22: Selected babycare products used “once a week or more”, by age of children, August 2014
- Tier one cities still lead product adoption
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- Figure 23: Babycare products used “once a week or more”, by city tier, August 2014
The Consumer – Ingredients Interest
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- Key points
- A gap between consumer demand and marketing offerings
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- Figure 24: Consumer interest in ingredient innovation vs new product launches in babycare, China, 2011-Oct 14
- Different age group, different preferences
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- Figure 25: Most interested babycare product ingredients, by mother and child age, August 2014
- Higher earners favour more expensive ingredients
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- Figure 26: Most interested babycare product ingredients, by monthly personal income, August 2014
- Higher income earners also desire a wider variety of ingredients
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- Figure 27: Repertoire of most interested babycare product ingredients, August 2014
The Consumer – Purchase Locations
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- Key points
- Greater competition between online and offline channels
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- Figure 28: Purchase channels for babycare products, August 2014
- Who are more likely to shop online and overseas?
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- Figure 29: Online purchase channels for babycare products, by demographics, August 2014
- Certain offline channels show city tier preferences
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- Figure 30: Selected offline purchase channels for babycare products, by city, August 2014
- Offline channels are invaluable for younger, inexperienced mums
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- Figure 31: Selected offline purchase channels for babycare products, by mother’s age, August 2014
The Consumer – Key Purchasing Factors
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- Key points
- Ingredient safety stays utmost important
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- Figure 32: Must-have and nice-to-have purchase consideration factors for babycare products, August 2014
- Nice-to-have factors reveal new opportunities
- Higher income group look beyond “no irritation”
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- Figure 33: Selected must-have purchase consideration factors for babycare products, by monthly personal income, August 2014
- Mothers with higher education look for more assurances
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- Figure 34: Selected must-have purchase consideration factors for babycare products, by educational level, August 2014
- Differences among mothers of different ages
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- Figure 35: Selected must-have purchase consideration factors for babycare products, by mother’s age, August 2014
- Baby’s age also plays a part
The Consumer – Source of Awareness and Information Search
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- Key points
- Peers and professionals become main sources of information
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- Figure 36: Source of awareness and information search channels for babycare products, August 2014
- Multi-source information with an average of four channels
- Differences across demographics
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- Figure 37: Information search channels for babycare products, by city, August 2014
The Consumer – Attitudes towards Babycare Products
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- Key points
- International brand is no longer the only judgement
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- Figure 38: Attitudes towards babycare products, August 2014
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- Figure 39: Agreement buying international brands and using imported products, by city tier, August 2014
- More demanding about functionality, but convenience stays important
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- Figure 40: Attitudes towards babycare products, August 2014
- A higher interest in edible than organic
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- Figure 41: Attitudes towards babycare products, August 2014
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- Figure 42: Attitudes towards babycare products, by city tier, August 2014
Appendix – Market Size and Forecast
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- Figure 43: Retail value sales of babycare in China, 2009-19
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Appendix – Market Segmentation
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- Figure 44: Value sales of babycare in China, by segment, 2009-19
- Figure 45: Retail value of soap and bath, 2009-19
- Figure 46: Retail value of other non-soap and bath toiletries, 2009-19
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Appendix – The Consumer – Usage of Different Babycare Products
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- Figure 47: Usage frequency of different types of babycare products, August 2014
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- Figure 48: Usage frequency of different types of babycare products – Soap and bath products, by demographics, August 2014
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- Figure 49: Usage frequency of different types of babycare products – Baby shower gel, by demographics, August 2014
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- Figure 50: Usage frequency of different types of babycare products – Baby shampoo, by demographics, August 2014
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- Figure 51: Usage frequency of different types of babycare products – Baby hand wash/bar soap, by demographics, August 2014
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- Figure 52: Usage frequency of different types of babycare products – Skincare products, by demographics, August 2014
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- Figure 53: Usage frequency of different types of babycare products – Baby facial lotion/cream, by demographics, August 2014
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- Figure 54: Usage frequency of different types of babycare products – Baby body powder, by demographics, August 2014
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- Figure 55: Usage frequency of different types of babycare products – Baby body lotion/cream, by demographics, August 2014
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- Figure 56: Usage frequency of different types of babycare products – Baby oil, by demographics, August 2014
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- Figure 57: Usage frequency of different types of babycare products – Baby nappy cream, by demographics, August 2014
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- Figure 58: Usage frequency of different types of babycare products – Baby hand cream, by demographics, August 2014
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- Figure 59: Usage frequency of different types of babycare products – Baby suncare, by demographics, August 2014
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- Figure 60: Usage frequency of different types of babycare products – Other products, by demographics, August 2014
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- Figure 61: Usage frequency of different types of babycare products – Baby insect repellent, by demographics, August 2014
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- Figure 62: Usage frequency of different types of babycare products – Baby floral water, by demographics, August 2014
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Appendix – The Consumer – Ingredients Interest
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- Figure 63: Most interested babycare product ingredients, August 2014
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- Figure 64: Most interested babycare product ingredients, by demographics, August 2014
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- Figure 65: Next most interested babycare product ingredients, by demographics, August 2014
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- Figure 66: Other interested babycare product ingredients, by demographics, August 2014
- Appendix – The Consumer – Repertoire
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- Figure 67: Repertoire of most interested babycare product ingredients, by demographics, August 2014
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Appendix – The Consumer – Purchase Locations
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- Figure 68: Purchase channels for babycare products, August 2014
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- Figure 69: Most popular purchase channels for babycare products, by demographics, August 2014
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- Figure 70: Next most popular purchase channels for babycare products, by demographics, August 2014
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- Figure 71: Other purchase channels for babycare products, by demographics, August 2014
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Appendix – The Consumer – Key Purchasing Factors – Must-have
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- Figure 72: Purchase consideration factors for babycare products – Must-have, August 2014
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- Figure 73: Most popular purchase consideration factors for babycare products – Must-have, by demographics, August 2014
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- Figure 74: Next most popular purchase consideration factors for babycare products – Must-have, by demographics, August 2014
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- Figure 75: Other purchase consideration factors for babycare products – Must-have, by demographics, August 2014
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Appendix – The Consumer – Key Purchasing Factors – Nice-to-have
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- Figure 76: Purchase consideration factors – Nice-to-have, August 2014
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- Figure 77: Most popular purchase consideration factors – Nice-to-have, by demographics, August 2014
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- Figure 78: Next most popular purchase consideration factors – Nice-to-have, by demographics, August 2014
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- Figure 79: Other purchase consideration factors – Nice-to-have, by demographics, August 2014
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Appendix – The Consumer – Source of Awareness
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- Figure 80: Awareness channels for babycare products, August 2014
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- Figure 81: Most popular awareness channels for babycare products, by demographics, August 2014
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- Figure 82: Next most popular awareness channels for babycare products, by demographics, August 2014
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Appendix – The Consumer – Information Search
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- Figure 83: Information searching channels for babycare products, August 2014
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- Figure 84: Most popular information searching channels for babycare products, by demographics, August 2014
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- Figure 85: Next most popular information searching channels for babycare products, by demographics, August 2014
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Appendix – The Consumer – General Attitudes towards Babycare Products
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- Figure 86: General attitudes towards babycare products, August 2014
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- Figure 87: Most popular general attitudes towards babycare products, by demographics, August 2014
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- Figure 88: Next most popular general attitudes towards babycare products, by demographics, August 2014
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