Table of Contents
Overview
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- What you need to know
- Products/themes covered in this report
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- Figure 1: Definition of tier one, two and three cities
Executive Summary
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- The market
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- Figure 2: Total value sales of nappies and baby wipes, China, 2010-20
- Companies and brands
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- Figure 3: Value share of leading companies in nappies and wipes market, 2014-15
- The consumer
- Reusable nappy experienced an increase in penetration over the last two years
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- Figure 4: Penetration of nappies and baby wipes, December 2014 and January 2016
- Consumers use different nappies and baby wipes in different occasions
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- Figure 5: Usage occasion of nappies, January 2016
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- Figure 6: Usage occasion of baby wipes, January 2016
- Pampers is still the nappy brand that mums use most often
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- Figure 7: Brands used most often, January 2016
- Merries achieves highest consumer satisfaction
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- Figure 8: Satisfaction with different aspects of nappies, by brand, January 2016
- Breathability is the key concern of mums
- Quality and word-of-mouth are the key drivers for brand switch behaviour
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- Figure 9: Factors influencing brand switch behaviour, January 2016
- What we think
Issues and Insights
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- Providing more nappies and baby wipes which can offer convenience
- The facts
- The implications
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- Figure 10: Example of thin nappy product, Japan, 2015
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- Figure 11: Nappy grab bag launched by Becky Mantin’s, UK, 2015
- Figure 12: Baby wipes with convenient packaging design launched by Huggies, Australia, 2016
- Scope to launch nappies and baby wipes targeting different usage occasions
- The facts
- The implications
- How can disposable nappies take a further step in China?
- The facts
- The implications
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- Figure 13: Example of nappy product with biodegradable materials, New Zealand, 2015
The Market — What You Need to Know
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- A rapid growing nappy and baby wipe market in China
- Growing disposable income and consumers’ health concerns accelerate the growth of market
- Baby wipes is a small market and is struggling to grow.
Market Size and Forecast
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- A rapidly growing market
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- Figure 14: Retail market value of nappies and baby wipes in China, 2010-15
- Nappies and baby wipes market continue to boost in the next five years
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- Figure 15: Total value sales of nappies and baby wipes, China, 2010-20
Market Factors
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- Growing disposable income drives the market
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- Figure 16: Per capita disposable income, China, 2010-14
- Turn people’s health concerns into business opportunities
- Threats from overseas purchasing
Market Segmentation
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- Baby wipes are struggling to grow
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- Figure 17: Retail market value of nappies and wipes in China, by segment, 2010-15
- Pull-up nappies gaining popularity
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- Figure 18: Retail market value of nappies in China, by segment, 2010-15
- Stable growth for both nappy market and baby wipe market
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- Figure 19: Total China retail value sales of nappies, 2010-20
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- Figure 20: Total China retail value sales of baby wipes, 2010-20
Key Players — What You Need to Know
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- International companies dominate the nappy and baby wipe market
- Brands pay more attention to mums in marketing communication
- Convenient nappy and baby wipe products are ready to take off
Market Share
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- International companies dominate the market
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- Figure 21: Value share of leading companies in nappies and wipes market, 2013-14
- The winning story of Kao
Competitive Strategies
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- Brands show more care for mums in marketing communications
- Nappy brands work closely with e-commerce platforms
Who’s Innovating?
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- Nappies
- Time/speed is still the key product feature for nappy products
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- Figure 22: Selected product claims in the China nappy product launch, 2013-15
- Premiumisation opportunities
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- Figure 23: Examples of premium nappy products, Portugal, Japan and Philippines, 2014-15
- Spotlight on nappies with ease of use claim
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- Figure 24: Ease of use claim for newly launched disposable nappies, China, Japan and global, 2015
- Odour neutralising can be a unique benefit to be highlighted
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- Figure 25: Odour neutralising for newly launched disposable nappies, China, Japan and global, 2015
- Figure 26: Example of nappy products with odour neutralising claim, Japan, 2015
- Wipes
- No additives/preservatives claims see a biggest increase
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- Figure 27: Selected product claims in the China baby wipe product launch, 2014-15
- Convenience-related product features rise rapidly
- “Economy” claim is ready to take off
- Marketing activities
- Daddies change nappies
- Smart Peepee
The Consumer —What You Need to Know
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- Reusable nappies saw an increase in penetration over the last two years
- Consumers use different types of nappies depending on occasions
- Pampers remains as the most often used nappy brand
- Quality and word-of-mouth are the main drivers encouraging consumers to switch nappy brands
Usage of Nappies and Baby Wipes
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- The penetration of reusable nappy increases while others remain flat
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- Figure 28: Penetration of nappies and baby wipes, December 2014 and January 2016
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- Figure 29: Penetration of reusable nappy, by child age and city tier, December 2014 and January 2016
- High earners are more likely to buy the full range of products
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- Figure 30: Penetration of nappies and baby wipes, by household income, January 2016
- Baby wipes have more loyal consumers
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- Figure 31: Usage of nappies and baby wipes, January 2016
- Are there opportunities to build brand loyalty?
- Purchasing from one specific brand tend to be a trend
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- Figure 32: Brand loyalty of nappies and baby wipes, December 2014 and January 2016
- Consumers in low tier cities tend to have a higher brand loyalty
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- Figure 33: Brand loyalty of nappies and baby wipes, by city tier, January 2016
- Mums’ attitudes towards nappies vary with their children’s age
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- Figure 34: Brand loyalty of selected nappies, by child age, December 2014 and January 2016
Usage Occasion of Nappies and Baby Wipes
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- Growth opportunities for disposable nappies
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- Figure 35: Usage occasion of nappies, January 2016
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- Figure 36: Nappy products designed for specific occasions, Australia and India, 2012-14
- Figure 37: Usage occasion of tape-type disposable nappy and pants-type disposable nappy, January 2016
- Chances for baby wipes to expand
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- Figure 38: Usage occasion of baby wipes, January 2016
- Pants-type nappy is used in more occasions
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- Figure 39: Repertoire of number of usage occasions, January 2016
Brands Used More Often
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- Pampers ranks on the top of the list
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- Figure 40: Brands used most often, January 2016
- User profile analysis of leading nappy brands
- Merries is welcomed by mums with middle and high household incomes
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- Figure 41: Brands used most often, by household income, January 2016
- Merries and Goo.N’s users are skewed to mums who have younger babies and have more than one baby at home
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- Figure 42: User profile of leading nappy brands, by baby age and number of baby, January 2016
- Pampers attracts more tier one consumers
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- Figure 43: Brands used most often, by city tier, January 2016
General Satisfaction of Leading Brands
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- Merries achieves highest consumer satisfaction
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- Figure 44: General satisfaction of leading brands, January 2016
- Breathability is the key concern of mums
- Merries and Goo.N stand out in most product features
- Anerle is yet to improve overall satisfaction
- Ways to build differential brand images
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- Figure 45: Satisfaction with different aspects of nappies, by brand, January 2016
Key Satisfaction Drivers for Leading Brands
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- Methodology
- Improvements are yet to be done by Merries so as to maintain competitiveness
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- Figure 46: Key drivers of overall satisfaction with nappy brand Merries, January 2016
- Breathability is the key area for improvement for Pampers
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- Figure 47: Key drivers of overall satisfaction with nappy brand Pampers, January 2016
- MamyPoko need to prioritise its absorbability
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- Figure 48: Key drivers of overall satisfaction with nappy brands MamyPoko, January 2016
Factors Influencing Brand Switch Behaviour
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- Quality and word-of-mouth are the key drivers
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- Figure 49: Factors influencing brand switch behaviour, January 2016
- Brand awareness and reputation are vital for high earners
- Product premiumisation via adding additional features
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- Figure 50: Selected factors influencing brand switch behaviour, by household income, January 2016
Appendix – Market Size and Forecast
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- Figure 51: Retail value sales of nappies and baby wipes in China, by segment, 2010-20
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Appendix – Methodology and Definitions
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- Methodology
- Fan chart forecast
- Key driver analysis
- Interpretation of results
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- Figure 52: Overall satisfaction with nappy brands- key driver output, January 2016
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- Figure 53: Satisfaction with aspects of nappy, by primary nappy brand, January 2016
- Abbreviations
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