Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Subgroup definitions
- Household income
- Channel definitions
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of total value sales of nappies and baby wipes market, China, 2011-21
- Companies and brands
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- Figure 2: Value share of leading companies in nappies and baby wipes market, China, 2015-16
- The consumer
- Diaper rash is the most concerned problem
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- Figure 3: Problems when taking care of babies, December 2016
- Slightly different preference towards Chinese and Japanese brands of nappies
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- Figure 4: Brand origins of nappies and baby wipes, December 2016
- Specialised mother and baby care stores are highly preferred
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- Figure 5: Channels used to obtain nappy-related information for first-time purchase, December 2016
- Increasing visits to online but does not dampen the importance of specialised mother and baby care stores
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- Figure 6: Purchasing channels, 2014 vs 2016
- Consumers have visited specialised stores most often
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- Figure 7: Most often visited purchasing channel, December 2016
- Both demographics and purchasing channel affect consumers’ price sensitivity
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- Figure 8: Price sensitivity, by most often visited purchasing channel, December 2016
- What we think
Issues and Insights
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- Will high-tier cities’ parents trade down for a second baby?
- The facts
- The implications
- Has online shopping surpassed in-store?
- The facts
- The implications
- Further product differentiation
- The facts
- The implications
The Market – What You Need to Know
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- Steady growth after the blowout
- Immediate boost from second-child policy but limited in the long run
- Nappies segment dominates the market
Market Size and Forecast
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- Slowing down after the blowout
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- Figure 9: Market value of nappies and baby wipes in China, 2012-16
- Solid growth in double digits for the next five years
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- Figure 10: Best- and worst-case forecast of total value sales of nappies and baby wipes market, China, 2011-21
Market Factors
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- Second-child policy ensures volume consumption
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- Figure 11: New births in China, 2006-16
- Investing in better quality products due to safety concern
- Staying in this category longer in exchange of time
Market Segmentation
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- Regular nappies dominate while pull up nappies experienced strong growth
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- Figure 12: Market value of nappies and baby wipes, by segment, China, 2012-16
- Figure 13: Best- and worst-case forecast of total value sales of nappies market, China, 2011-21
- Baby wipes need to expand usage occasions
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- Figure 14: Segment share of nappies and baby wipes market, UK, US and China, 2015
- Figure 15: Best- and worst-case forecast of total value sales of baby wipes market, China, 2011-21
Key Players – What You Need to Know
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- International players leading while the market further fragments
- Different games for different players
- Prospects of product differentiation
Market Share
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- International players leading the market
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- Figure 16: Value share of leading companies in nappies and baby wipes market, China, 2015-16
- Consumers’ craze for Japanese brands
- Growth of the ‘Others’ segment
Competitive Strategies
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- Raise penetration in low tier cities by mass products
- Keep manufacture outside of China to charge premium
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- Figure 17: Example of Pampers diapers, China, 2016
- Figure 18: Examples of Unicharm diapers, China, 2017
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- Figure 19: Example of Libero diapers, China, 2016
- Team up with specialised mother and baby care shopping websites
Who’s Innovating?
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- Cotton disposable diapers
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- Figure 20: BBNice disposable cotton nappies, China, 2016
- Different size, same love
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- Figure 21: Unicharm preemie diapers, China, 2016
- VR factory tour
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- Figure 22: Daio VR factory tour, China, 2017
- For three hours and 12 hours
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- Figure 23: Nepia Whito for three hours and for 12 hours diapers, Japan, 2016
The Consumer – What You Need to Know
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- Demands for better diapers
- Mixed usage of brands from different origins
- Chinese mums using both in-store and online channels
- Flourishing online channels do not hinder consumers fond of specialised stores
- Top two channels gain loyalty from over 50% of consumers
- Comparatively lower price sensitivity when shopping in specialised stores
Problems When Taking Care of Babies
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- Top problems suggest room for product improvements
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- Figure 24: Problems when taking care of babies, December 2016
- Different focuses on sleeping issues
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- Figure 25: Baby’s sleeping issues, by monthly household income, December 2016
- Mums who have babies aged 13-24 months are most troubled
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- Figure 26: Problems when taking care of babies, by baby age, December 2016
Brand Origin
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- Japan leads the preference for international brands
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- Figure 27: Brand origins of nappies and baby wipes, December 2016
- Mums aged over-35 less likely to use pants-type nappies and baby wipes
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- Figure 28: Percentage of consumers who haven’t bought these products in the last six months, by mum’s age, December 2016
Information Channel
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- Specialised mother and baby care stores the most trusted information channel
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- Figure 29: Channels used to obtain nappy-related information for first-time purchase, December 2016
- Young mums are more active in seeking information
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- Figure 30: Numbers of information channels mums use, by mums’ age, December 2016
- While the age of mums doesn’t impact their channel preference significantly
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- Figure 31: Ranking of most used information channels, by mum’s age, December 2016
Purchasing Channel
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- Purchase preferences shifting: bricks-and-mortar vs online
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- Figure 32: Purchasing channels, 2014 vs 2016
- Top two information channels also gain the highest conversion rate
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- Figure 33: Conversion rate of different channels, December 2016
- High earners fond of channels with imported products
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- Figure 34: Purchasing channels, by monthly household income, December 2016
Most Often Visited Purchasing Channel
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- Top two contribute over half of the most often visited purchasing channels
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- Figure 35: Most often visited purchasing channel, December 2016
- Profile of different channels’ consumers
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- Figure 36: Top three most often visited purchasing channels, by demographics, December 2016
- The young are not always online shoppers
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- Figure 37: Percentage of using online channels, by mum’s age, December 2016
- Regular supermarkets are relatively good at retaining consumers
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- Figure 38: Retention rate of different channels, December 2016
Price Sensitivity
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- Relatively high price sensitivity
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- Figure 39: Price sensitivity, December 2016
- Consumers in specialised mother and baby care stores are less sensitive to price, while online buyers look for discounts
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- Figure 40: Price sensitivity, by most often visited purchasing channel, December 2016
Meet the Mintropolitans
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- Worried mums
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- Figure 41: Problems when taking care of babies, by consumer classification, December 2016
- Open to brands from different countries
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- Figure 42: Brand origins of tape-type nappies, by consumer classification, December 2016
- Patronize more channels
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- Figure 43: Channels used to obtain nappy-related information for first-time purchase, by consumer classification, December 2016
- Most often visited channel same as Non-MinTs
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- Figure 44: Most often visited purchasing channel, by consumer classification, December 2016
Appendix – Market Size and Forecast
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- Figure 45: Retail market value of nappies and baby wipes, by segment, China, 2011-21
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
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