Table of Contents
Introduction
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- Definition
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- Figure 1: Definition of low/mid/high MHI groups, by city tier
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 2: Total market value sales of baby personal care market, China, 2010-20
- Companies and brands
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- Figure 3: Top 10 companies’ market share in baby personal care market, by retail sales value, China, 2012-14
- The consumer
- Brand difference
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- Figure 4: Brand awareness of baby personal care products, May 2015
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- Figure 5: Correspondence map of product perception, May 2015
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- Figure 6: Correspondence map of brand personality, May 2015
- Consumers’ overseas purchasing behaviour
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- Figure 7: Baby-related products purchased from overseas online, May 2015
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- Figure 8: Reasons of purchasing baby personal care products from overseas, May 2015
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- Figure 9: Brands bought most often from overseas, May 2015
- Key issues
- Make babies stronger through baby personal care products
- Other than “botanical” and “no additives”, what else can be used to assure safety?
- Vast market potentials in rural area
- What we think
Issues and Insights
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- Make babies stronger through baby personal care products
- The facts
- The implications
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- Figure 10: Examples of baby personal care products which can make baby stronger, Turkey and India, 2015
- Other than “botanical” and “no additives”, what else can be used to assure safety?
- The facts
- The implications
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- Figure 11: Examples of products which contain “human affinity ingredients”, Thailand and Japan, 2013-15
- Vast market potentials in rural area
- The facts
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- Figure 12: The number and the percentage of 0-4-year-olds in China, by urban and rural, 2000 and 2010
- The implications
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- Figure 13: Per capita annual income, by urban and rural China, 2010-13
- Figure 14: The fertility rate in key cities
Market Size and Forecast
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- Key points
- Continuous double-digit growth in the market
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- Figure 15: Total value sales of baby personal care market, China, 2009-15
- Figure 16: The number of new born babies in China, 2009-14
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- Figure 17: New product launches in baby personal care market, by sub-category, 2009-14
- Baby personal care market in China is far from saturation
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- Figure 18: Per capita spending on baby-related products, China and UK, 2013
- The forecast – robust growth in the next five years
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- Figure 19: Total market value sales of baby personal care market, China, 2010-20
- Forecast methodology
- Market factors
- More investments in consumer education
- Overseas purchasing could be a threat for local market
Market Segmentation
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- Key points
- Baby skincare segment accounts for nearly 60% market share
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- Figure 20: Sales value and growth of baby personal care market, by segment, 2012-15
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- Figure 21: Total market value sales of baby skincare segment, China, 2010-20
- Bath and soap is estimated to have a better performance than haircare
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- Figure 22: Total market value sales of baby bath and soap segment, China, 2010-20
- Figure 23: Total market value sales of baby haircare segment, China, 2010-20
Market Share
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- Key points
- Johnson and Johnson still holds its dominant position but lost 6.1% pts of market share in 2014
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- Figure 24: Top 10 companies’ market share in baby personal care market, by retail sales value, China, 2012-14
Who’s Innovating?
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- Key points
- Increasing NPD in baby shower, shampoo and soap
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- Figure 25: Level of NPD activity in baby personal care, China 2013-15 (up to June)
- Figure 26: Baby personal care new product launch, by sub-category, China 2013-15 (up to June)
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- Figure 27: Examples of 2-in-1 shampoo and shower products, China, 2015
- Figure 28: Baby personal care new product launch, by brand, China 2013-15 (up to June)
- Figure 29: Baby personal care products from Ddung, China, 2014
- Ingredient trends
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- Figure 30: Baby personal care new product launch, by ingredients, China 2013-15 (up to June)
- Figure 31: Examples of products which use rice bran as ingredient, China, 2015
- New ways of reassuring product safety
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- Figure 32: Top five claims in baby personal care new product launch, China 2013-15 (up to June)
- Figure 33: Safety-related claims in baby personal care new product launch, China 2013-15 (up to June)
- Are claims about protection and Asian skin just a marketing gimmick?
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- Figure 34: Other claims in baby personal care new product launch, China 2013-15 (up to June)
- Figure 35: Examples of products with claims on protecting against environmental aggressions, China, 2013-14
Companies and Brands
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- Johnson & Johnson Services, Inc.
- China Child Care Corporation Limited
- Pigeon Group
- Biostime International Holdings Limited
- Jahwa Group
- Carefor Co., Ltd.
The Consumer – Brand Awareness of Baby Personal Care Products
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- Key points
- Johnson’s Baby still tops the awareness list
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- Figure 36: Brand awareness of baby personal care products, May 2015
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- Figure 37: Time of being in China’s babycare market, by leading companies
- Demographic differences
- By household income
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- Figure 38: Brand awareness of baby personal care products, by household income, May 2015
- By city tier
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- Figure 39: Brand awareness of baby personal care products, by city tier, May 2015
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- Figure 40: Brand awareness of Giving, by city, May 2015
- By education level
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- Figure 41: Brand awareness of baby personal care products, by education level, May 2015
- Key information sources also have an impact on brand awareness
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- Figure 42: Brand awareness by key source of influence on product choice, May 2015
The Consumer – Product Perception by Brand
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- Key points
- Product perception associated with different brands
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- Figure 43: Correspondence map of product perception, May 2015
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- Figure 44: Product perceptions of different brands, May 2015
- Johnson’s Baby and Prince Frog
- Haiermian
- Pigeon
- Giving
- Elsker
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- Figure 45: Product perception among mums with low household income, May 2015
- Future development of baby personal care products
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- Figure 46: Average rating of product attributes across all brands and gap of the best and least performing brands, May 2015
The Consumer – Brand Personality
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- Key points
- Characteristics of different brands
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- Figure 47: Correspondence map of brand personality, May 2015
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- Figure 48: Brand personality of different brands, May 2015
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- Figure 49: Brand personality of Johnson’s Baby, by age, May 2015
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- Figure 50: Brand personality of different brands among mums with low household income, May 2015
- What kind of brand personality can drive the growth?
The Consumer – Baby Products Purchased from Overseas
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- Key points
- The number of online buyers has reached to more than half of offline buyers
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- Figure 51: Baby-related products purchased from overseas online, May 2015
- About one fifth of mums purchase haitao baby personal care products
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- Figure 52: Baby-related products purchased from overseas online, May 2015
- There is a market for high-end baby personal care products
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- Figure 53: The percentage of mums who have purchased baby-related products purchased from overseas and have High MHI, May 2015
- One in two online buyers has shopped from overseas
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- Figure 54: Baby-related products purchased from online and from overseas, May 2015
The Consumer – Reasons of Purchasing Baby Personal Care Products from Overseas
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- Key points
- Ingredient quality ranks first when asked why mums purchased from overseas
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- Figure 55: Reasons of purchasing baby personal care products from overseas, May 2015
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- Figure 56: Safety-related claims in baby personal care new product launch, China, USA and Japan, 2014-15 (up to August)
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- Figure 57: Free-from claims in baby personal care new product launch, China, USA and Japan, 2014-15 (up to August)
The Consumer – Brands Bought Most Often from Overseas
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- Key points
- Brands from US and Japan are most welcomed by mums
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- Figure 58: Brands bought most often from overseas, May 2015
- City difference
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- Figure 59: Brands bought most often from overseas, by city, May 2015
- Brands from US and Japan have different merits in mums’ opinions
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- Figure 60: Brands bought most often from overseas, by purchasing reasons, May 2015
Appendix
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- Product portfolio of brands
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- Figure 61: Product portfolio of brands in baby personal care market
- Market forecast
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- Figure 62: Value sales of total baby personal care market and subdivided segments, China, 2010-20
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