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: Total value sales of nappies and baby wipes, China, 2009-19
- Companies and brands
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- Figure 2: Leading companies’ market shares in the China retail nappies and baby wipes market, by value, 2010-13
- Scope for ethical-claimed and hypoallergenic innovation adopted from foreign markets
- Products specifically designed for cleaning baby items – Usage diversification
- The consumer
- Mixing and matching
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- Figure 3: Usage of baby nappies and wipes in the last 6 months, December 2014
- Western brands remain important for nappies while domestic brands gain traction among wipes
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- Figure 4: International brand preferences for nappies and baby wipes, December 2014
- Cleaning body and other baby items
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- Figure 5: Reasons for using baby wipes in the last 6 months, December 2014
- Specialised channels top the list
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- Figure 6: In-store and online channels for buying nappies and baby wipes, by demographics, December 2014
- Ultra-thin remains the most influential factor
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- Figure 7: Important factors when selecting nappies and baby wipes, December 2014
- Recommendations by professionals
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- Figure 8: Attitudes towards nappies and baby wipes, December 2014
- What we think
Issues and Insights
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- Difference in mums at different ages – Brand switching behaviour
- The facts
- The implications
- China vs the world – Eco-friendly and ethical claim is the new icon
- The facts
- The implications
- Expanding usage occasion to spark baby wipes innovation
- The facts
- The implications
- Cross-selling with baby-related products and accessories holds the key to premiumisation
- The facts
- The implications
Trend Application
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- Trend: Return to the Experts
- Trend: Moral Brands
- Trend: Extend my Brand
Market Size and Forecast
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- Key points
- Chinese nappies and baby wipes market continues to grow at a steady pace
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- Figure 9: Total value sales of nappies and baby wipes, China, 2009-19
- Future demand for nappies and baby wipes is boosted by the easing of the one child policy
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- Figure 10: Total value sales of nappies and baby wipes, China, 2009-19
- The booming e-commerce platform drives high quality imported goods
- Forecast methodology
Market Segmentation
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- Key points
- Nappies and baby wipes witness stable growth
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- Figure 11: nappy and baby wipe market, by value, 2009-14
- Figure 12: Total China retail value sales of nappies, 2009-19
- Figure 13: Total China retail value sales of baby wipes, 2009-19
- Concerns over safety of baby wipes might discourage future consumption
Market Share
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- Key points
- The growth of niche brands
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- Figure 14: Leading companies’ market shares in the China retail nappies and baby wipes market, by value, 2012-14
Who’s Innovating?
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- Key points
- Nappies with time and speed claims have held the largest share of NPD
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- Figure 15: Share of new product launches within the China nappies market, by package types, 2014 – March 2015
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- Figure 16: Ultra Thin Complete Baby Diapers launched by Bai Ya Sanitary Products in China, January 2015, Ultra Thin Baby Diaper Liners launched by Ivory (Guangzhou) Infant Use in China, January 2015
- Scope for ethical claims and hypoallergenic innovation adopted from foreign markets
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- Figure 17: Share of new product launches within the South Korea, UK and US nappies market, by claim, Feb 2014-Feb 2015
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- Figure 18: Baby Diapers launched by The Baby and Nature Institute in South Korea, July 2014
- QR codes to reassure product safety will become more commonplace
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- Figure 19: Xiao Qin Xin Ultra Thin Baby Diapers launched by Hengan (Jinjiang) Household Products in China, August 2014
- How to further justify premium prices for nappies?
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- Figure 20: Change Mats launched by Procter & Gamble in UK, August 2014
- Figure 21: Premium Diapers launched by Sam’s West in USA, August 2014
- Alcohol free, botanical and herbal claims carry a lot of traction in wipes new launches
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- Figure 22: Share of new product launches within the China wipes market, by claim, 2014 – March 2015
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- Figure 23: Extra Thick and Soft Wipes for Babies launched by Mei Xin in China, January 2015
- Figure 24: Share of new product launches in global wipes market, by botanical or herbal, 2014
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- Figure 25: Honeysuckle Herbal Skincare Wipes launched by Jingxing Sanitation Product in China, December 2014, Green Caviar Premium Baby Wipes launched by Samjeong in South Korea, December 2014
- Being ethical is the mainstream globally for wipes
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- Figure 26: Share of new product launches within the South Korea, UK and US markets, by claim, 2014
- Figure 27: 100% Biodegradable Wipes launched by Bio Spectra in UK, November 2014, ECO Sensitive Unscented Wipes launched by Naty in Sweden, October 2014
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- Figure 28: Sensitive Baby Wipes launched by Walgreens in US, October 2014, Bamboo Baby Wipes launched by D&G Laboratories in UK, August 2014
- Design specifically for cleaning baby items – usage diversification
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- Figure 29: Baby Wet Wipes for Cleaning Hands and Mouth, launched by Bao Bei Er Ying Tong Products Industrial and Shenyang Naer in China, July 2014 and January 2015
- Figure 30: Multi-Purpose Jumbo Wipes launched by Yuhan-Kimberly in South Korea, October 2014, Family Wet Wipes launched by Treasure Health Co. in China, January 2015
- Precise labelling – Both nappies and baby wipes
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- Figure 31: New Born Nappies 1 launched by Procter & Gamble in UK, May 2014, Newborns Wipes launched by Johnson & Johnson in UK, February 2015
- Figure 32: Baby Growth Wet Wipes Stage 2 launched by Junichi in China, October 2014, Sleep Pants launched by Wal-Mart in US, March 2014
Companies and Brands
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- International brands
- Procter & Gamble Co.
- Kimberly-Clark Corporation
- Johnson & Johnson
- Kao Brands Company
The Consumer – Usage of Baby Nappies and Wipes
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- Key points
- Mixing and matching
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- Figure 33: Usage of baby nappies and wipes in the last 6 months, December 2014
- Who prefers to switch between different brands product?
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- Figure 34: Usage of baby nappies in the last 6 months, by demographics, December 2014
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- Figure 35: Usage of baby wipes in the last 6 months, by demographics, December 2014
- City tiers and monthly budget all matter to brand switching behaviour
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- Figure 36: Usage of baby wipes in the last 6 months, by demographics, December 2014
The Consumer – International Brand Preferences for Nappies and Baby Wipes
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- Key points
- Western brands remain important for nappies product while domestic brands gain traction among wipes
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- Figure 37: International brand preferences for nappies and baby wipes, December 2014
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- Figure 38: Perceptions of brands from different countries, January 2015 *
- Nappies – Western brands reassure quality for new mothers and lower earners
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- Figure 39: International brand preferences for nappies, by age, December 2014
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- Figure 40: International brand preferences for nappies , by demographics, December 2014
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- Figure 41: Share of new product launches within the nappies market, by country, 2014 – Feb 2015
- Chinese-made baby wipes to rebuild reputation
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- Figure 42: International brand preferences for wipes, by age, December 2014
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- Figure 43: International brand preferences for baby wipes, by monthly budget for baby items, December 2014
- What makes Chinese made wipes do better than internationally made wipes?
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- Figure 44: Share of new product launches within the wipes market, by countries and claim, 2014-Feb 2015
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- Figure 45: Moisturising Baby Wipes launched by USA Meiyin International in China, July 2014
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- Figure 46: Share of new product launches within the wipes market, by package types, 2014 – Feb 2015
The Consumer – Reasons for Using Baby Wipes
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- Key points
- Cleaning body and other items
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- Figure 47: Reasons for using baby wipes in the last 6 months, December 2014
- Scope to boost product specification
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- Figure 48: Reasons for using baby wipes in the last 6 months, by demographics, December 2014
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- Figure 49: Baby Wet Wipes for Cleaning Hands and Mouth, launched by Bao Bei Er Ying Tong Products Industrial and Shenyang Naer in China, July 2014 and January 2015
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- Figure 50: Messy Time Wipes launched by Johnson & Johnson in Taiwan, February 2015
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- Figure 51: Newborn Wipes launched by Hanul Herb Pharm in South Korea, December 2013, Standard Wipes for Mothers and Baby Girls launched by Hanul Herb in South Korea, June 2013
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- Figure 52: Reasons for using baby wipes in the last 6 months, by age, December 2014
- Luxury or necessity?
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- Figure 53: Reasons for using baby wipes in the last 6 months, by demographics, December 2014
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- Figure 54: Family Wet Wipes launched by Treasure Health Co. in China, January 2015
The Consumer – Channels for Buying Nappies and Baby Wipes
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- Key points
- Specialised channels top the list
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- Figure 55: In-store and online channels for buying nappies and baby wipes, by demographics, December 2014
- In-store – Nappies – Specialised channels versus mass market channels
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- Figure 56: In-store and online channels for buying nappies and baby wipes, by age, December 2014
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- Figure 57: Watsons Baby and Mannings Baby in Hong Kong, November 2014
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- Figure 58: A special promotional stand for Suzuran new baby wipes at Watsons Baby in Hong Kong, November 2014
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- Figure 59: In-store and online channels for buying nappies and baby wipes, by age, December 2014
- Online – Older mothers are loyal to domestic channels
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- Figure 60: In-store and online channels for buying nappies and baby wipes, by age, December 2014
- Affluent mothers are motivated to use online channels
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- Figure 61: Online channels for buying nappies, by demographics, December 2014
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- Figure 62: Online channels for buying baby wipes, by demographics, December 2014
The Consumer – Functions and Benefits of Nappies and Baby Wipes
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- Key points
- Ultra-thin remains the most influential factor
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- Figure 63: Important factors when selecting nappies and baby wipes, December 2014
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- Figure 64: Important factors when selecting nappies, March 2014 and December 2014
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- Figure 65: Ultra Thin Complete Baby Diapers launched by Bai Ya Sanitary Products in China, January 2015
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- Figure 66: Biodegradable Diapers No.3 launched by Luxebaby in USA, August 2014
- Main demographic difference for nappies’ functionalities – Market gap for nappies with urine indicator
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- Figure 67: Important factor of selecting nappies and baby wipes, December 2014
- Anti-bacterial links to product diversification for baby wipes
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- Figure 68: Important factors when selecting nappies and baby wipes, December 2014
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- Figure 69: Important factors when selecting baby wipes, March 2014 and December 2014
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- Figure 70: Aloe Wet Wipe launched by Unicharm in Japan, August 2014
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- Figure 71: Baby Oil Wipes launched by Paper Partners Wipes in USA, May 2014
- Opportunities for baby wipes with added unscented lotion and ability to treat minor cut and bruise
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- Figure 72: Important factor of selecting nappies and baby wipes, December 2014
The Consumer – Attitudes towards Nappies and Baby Wipes
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- Key points
- Recommendations by professionals
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- Figure 73: Attitudes towards nappies and baby wipes, December 2014
- Simplicity is the best
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- Figure 74: Attitudes towards nappies and baby wipes, December 2014
- Eye-catching factor – Label with professional certification versus latest advanced technology
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- Figure 75: Attitude towards nappies and baby wipes, by monthly household income, December 2014
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- Figure 76: ECO Sensitive Unscented Wipes launched by Naty in Sweden, October 2014
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- Figure 77: Johnson’s Johnson Baby Skincare Wipes launched in Hong Kong
- Younger mums are enthusiastic over premiumised product innovation
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- Figure 78: Attitude towards nappies and baby wipes, by demographics, December 2014
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- Figure 79: Infant Hygiene Wipes launched by Chenxiao Paper Science and Technology in China, September 2014
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- Figure 80: Change Mats launched by Procter & Gamble in UK, August 2014
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- Figure 81: Premium Diapers launched by Sam’s West in USA, August 2014
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