Table of Contents
Overview
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- What you need to know
- Market definition
Executive Summary
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- The market
- Companies and brands
- The consumer
- Overall usage remains high across all categories
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- Figure 1: Baby product usage at all, Dec 2016
- Loyalty management versus mass marketing
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- Figure 2: Brand repertoire analysis across 10 categories, Dec 2015
- Johnson & Johnson remains the most popular brand in China
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- Figure 3: Brand study – Popular brand usage analysis, Dec 2015
- Distinctive brand association
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- Figure 4: Correspondence analysis – Perception of different baby personal care brands, Dec 2015
- What does “safe” means to mums?
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- Figure 5: The perception of product safety, Dec 2015
- Peer Power
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- Figure 6: General attitude towards baby personal care, Dec 2015
- What we think
Issues and Insights
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- What leads to high retention?
- The facts
- The implications
- What does “safe” means to mums?
- The facts
- The implications
- Where is the next opportunity?
- The facts
- The implications
The Market – What You Need to Know
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- Opening-up of second child policy suggests robust growth
- Online retailers will escalate the competition
- Strong prospects for growth
- Specialist imported brands are challenging traditionally dominant brands
Market Drivers
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- China ends one-child policy
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- Figure 7: Plans to have a second child
- The rush for baby products made abroad could be ceased by the new tax policy
- Competition will escalator online
Market Size and Forecast
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- Growth stays strong
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- Figure 8: Baby personal care value sales, 2012-16
- Second child policy suggests strong prospects
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- Figure 9: Best- and worst-case forecast of total baby personal care sales in China, 2010-20
Market Share
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- Specialist imported brands are challenging traditionally dominant brands
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- Figure 10: Top 10 companies’ market share in baby personal care market, by retail sales value, China, 2015
Key Players
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- Johnson & Johnson Inc, winning trust back
- Pigeon Group
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- Figure 11: Pigeon New Born Grade Baby Lotion, Q2 2015
- China Child Care Corporation
- Tianjin Yumeijing Group
- Shanghai Jahwa
Who’s Innovating?
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- It's a new world for mothers too
- Claims trends
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- Figure 12: Global new launches of soap & bath products targeting at babies & toddlers (0-4), Jan 2013-Dec 2015
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- Figure 13: Global new launches of soap & bath products targeting at babies & toddlers (0-4), Jan 2013-Dec 2015
- 100% natural origin formula
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- Figure 14: Bébé Oil, It's Skin Prestige d'Escargo, South Korea Q1 2016
- Figure 15: Eco Cosmetics Baby & Kids Körperlotion (Body Lotion), Germany Q1 2016
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- Figure 16: Weleda Baby Derma White Mallow Nappy Change Cream, Germany Q1 2016
- Figure 17: Divine Baby Hand Sanitiser, Australia, Q4 2015
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- Figure 18: Kokoso Baby Multipurpose Moisturiser, UK Q3 2015
- Multi-purpose products can reduce risks for harming baby skin
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- Figure 19: Be Good Be Honest Natural One-Step Cleanser, Conditioner & Detangler, USA Q4 2015
- Figure 20: Helenvita Baby All Over Cleanser Body & Hair, Greece, Q4 2015
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- Figure 21: Fiverams Baby 2-in-1 Shampoo & Body Wash, Q3 2015
- Figure 22: Evian Brumisateur Face and Body Spray, France, Q1 2016
The Consumer – What You Need to Know
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- High usage across all categories and city difference remains
- Loyalty management versus mass marketing
- Savvier users tend to choose newly established brand
- Distinctive brand association
- What does “safe” means to mums?
- Peer Power
Product Usage
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- Overall usage remains high across all categories
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- Figure 23: Baby product usage at all, Dec 2016
- Cities difference
Brand Repertoire Analysis
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- Loyalty management versus mass marketing
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- Figure 24: Brand repertoire analysis across 10 categories, Dec 2015
- Can satisfaction increase loyalty?
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- Figure 25: Brand repertoire analysis between total users and satisfied users
- Figure 26: Brand repertoire analysis between total users and satisfied users
- Does brand awareness lead to loyalty?
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- Figure 27: Brand repertoire analysis between total users and well-known brands buyers
- Figure 28: Brand repertoire analysis between total users and well-known brands buyers
- Retention could be more difficult in some categories
Popular Brand Usage Analysis
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- Johnson & Johnson remains the most popular brands in China
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- Figure 29: Brand study-popular brand usage analysis, Dec 2015
- High income household saw high usage of most of the popular brands
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- Figure 30: Brand study-popular brand usage analysis by income, Dec 2015
- City difference
- Savvier users tend to choose newly established brand
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- Figure 31: Ingredients worrier versus savvier by brand usage
Popular Brand Association
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- Distinctive brand association
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- Figure 32: Correspondence analysis – Perception of different baby personal care brands, Dec 2015
- J&J association
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- Figure 33: J&J brand analysis
- Haiermian association
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- Figure 34: Haiermian brand analysis
- Pigeon association
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- Figure 35: Pigeon brand analysis
- Frog Prince association
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- Figure 36: Frog Prince brand analysis
- Giving association
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- Figure 37: Giving brand analysis
- Figure 38: Giving brand users by income
- Elsker association
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- Figure 39: Elsker brand analysis
- Figure 40: Elsker brand user by age
The Perception of Product Safety
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- What does “safe” mean to mums?
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- Figure 41: The perception of product safety, Dec 2015
- Peer review is crucial for assuring product safety
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- Figure 42: The perception of product safety, Dec 2015
- The disparity perception of “safety” between ingredient worriers and ingredients savvier
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- Figure 43: Ingredients worriers versus ingredient savvies towards safety
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- Figure 44: Ingredients savviers by income
General Attitude towards Baby Personal Care
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- Peer Power
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- Figure 45: General attitude towards baby personal care, Dec 2015
- Opportunity for seasonal products
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- Figure 46: Isdin Baby Skin Cold & Wind Bálsamo Facial, Spain, Q4 2015
- Figure 47: General attitude towards baby personal care by income, Dec 2015
- Opportunity for pure natural products
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- Figure 48: General attitude towards baby personal care by income, Dec 2015
- Opportunity to offer more educational service
Appendix – Methodology and Definitions
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- Methodology
- Market Sizing definition
- Fan chart forecast
- Correspondence analysis
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- Figure 49: Correspondence analysis – Perception of different baby personal care brands, Dec 2015
- Abbreviations
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