Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Sub-group definitions
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of market value of baby personal care, China, 2012-22
- Companies and brands
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- Figure 2: Market share of leading companies in baby personal care market, China, 2015 and 2016
- The consumer
- Top concerns suggest demand for more effective products
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- Figure 3: Problems when taking care of babies in the last six months, June 2017
- Baby suncare products not the first option
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- Figure 4: Suncare methods for babies in the last six months, by importance, June 2017
- Opportunities for baby suncare products
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- Figure 5: Attitudes towards baby suncare products, June 2017
- Return to the experts
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- Figure 6: Purchase influencers when selecting baby personal care products, June 2017
- Parents are following a variety of WeChat parenting public accounts
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- Figure 7: WeChat parenting public accounts, June 2017
- Parenting experience more avidly sought than product information
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- Figure 8: Interested information from WeChat parenting public accounts, June 2017
- What we think
Issues and Insights
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- How can baby suncare products better engage with Chinese parents?
- The facts
- The implications
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- Figure 9: Bare Republic baby sun stick, US, 2017
- Figure 10: Be3 Sun Evolution sun protection progressive spray, Italy, 2017
- Dads caring about kid as much as mums
- The facts
- The implications
- Provide a combination of expertise and real experience
- The facts
- The implications
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- Figure 11: Baby Dove’s Real Mums campaign, India, 2017
The Market – What You Need to Know
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- Continuous double-digit growth in the market
- Future growth still relies on premiumisation
- Baby shower products lead category growth
Market Size and Forecast
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- Enjoying dynamic value growth
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- Figure 12: Market value of baby personal care, by segment, China, 2013-17 (est)
- Figure 13: Best- and worst-case forecast of market value of baby personal care, China, 2012-22
Market Drivers
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- More newborns expected, especially from affluent families
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- Figure 14: Intention to have a second child, by monthly household income, 2016 vs 2017
- Premiumisation trend from budget to mass/masstige products
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- Figure 15: New baby personal care product launches, by price tier, China, 2015-17 (till August)
- The evolving e-commerce fuels market growth
- Growing parenting knowledge brings opportunity for niche products
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- Figure 16: Example of Mustela’s baby balm for air-conditioned summertime, China, 2017
Market Segmentation
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- Baby skincare commands the largest share of sales
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- Figure 17: Market value and annual growth rate of baby personal care market, by segment, China, 2015-17 (est)
- Figure 18: Best- and worst-case forecast of market value of baby skincare, China, 2012-22
- Growth in baby bath and soap outpaces other segments
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- Figure 19: Best- and worst-case forecast of market value of baby bath and soap, China, 2012-22
- Relatively lacking momentum in baby haircare segment
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- Figure 20: Best- and worst-case forecast of market value of baby haircare, China, 2012-22
Key Players – What You Need to Know
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- Companies with premium brands performed better in 2016
- Specialised mother and babycare store is going to be the next battlefield
- Niche sub-categories hold potential
Market Share
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- Leading companies lost share to newcomers
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- Figure 21: Market share of leading companies in baby personal care market, China, 2015 and 2016
- Companies with premium brands drive growth
Competitive Strategies
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- Scientific evidence is a must-have in marketing communications
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- Figure 22: Product information on Sanosan’s official website, China, 2017
- Figure 23: Scientific result shown by Johnson’s Baby, China, 2017
- Emphasise offline channels again
Who’s Innovating?
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- China vs mature markets
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- Figure 24: Top claims in new baby personal care product launches, China, South Korea, Japan, US and UK, 2016
- Niche sub-categories on the rise
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- Figure 25: New baby personal care product launches, by sub-category, China, 2014-16
- Product innovation worth noticing
- Non-Nano Sun Cushion for babies
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- Figure 26: Jerry’s Baby Non-Nano Sun Cushion, South Korea, 2017
- Organic claims
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- Figure 27: Examples of organic baby personal care products, Australia and Japan, 2016
- Talc-free claims
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- Figure 28: Examples of talc-free baby powder, China and Philippines, 2016-17
- Long-lasting moisture for sensitive skin
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- Figure 29: La Roche-Posay Lipikar 48H protection and care lotion, Germany, 2017
- Sheet mask for babies
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- Figure 30: Goongsecret Sticker Soothing Pack, South Korea, 2016
The Consumer – What You Need to Know
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- Skin sensitivity and rashes are the most common skin concerns
- Avoiding sun exposure is the first suncare option
- Parents have concerns as well as interests in suncare products
- Professional advice is the most influential
- One in five parents are following Babytree
- Parenting experience is avidly sought
Problems When Taking Care of Babies
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- Brands need to provide enjoyable bath/shower experience
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- Figure 31: Problems when taking care of babies in the last six months, June 2017
- Skin sensitivity and rashes are the top two skin concerns
- Babies aged 7-12 months suffering more from skin problems…
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- Figure 32: Problems when taking care of babies in the last six months, by baby age, June 2017
- …while hair concerns don’t differ across baby ages
Suncare Methods
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- Avoiding sun exposure is considered the most important suncare method
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- Figure 33: Suncare methods for babies in the last six months, by importance, June 2017
- Slightly polarised attitudes towards suncare products
- Parents aged 25-29 have different opinions
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- Figure 34: Most important suncare method for babies in the last six months, by age, June 2017
Attitudes towards Baby Suncare Products
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- Concerns and interests coexist
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- Figure 35: Attitudes towards baby suncare products, June 2017
- Only use it when necessary
- Suncare products appeal to parents with babies suffering from dry skin
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- Figure 36: Attitudes towards baby suncare products, by baby’s skin problem, June 2017
- Dads and mums have similar attitudes towards baby suncare products overall
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- Figure 37: Attitudes towards baby suncare products, by gender, June 2017
Purchase Influencers
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- Expert guidance highly valued
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- Figure 38: Purchase influencers when selecting baby personal care products, June 2017
- The older generation hasn’t gone out of date yet
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- Figure 39: The older generation as an influencer that ‘will affect my purchase decision’ when selecting baby personal care products, by demographics, June 2017
- Parents from Chengdu tend to trust brands
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- Figure 40: Purchase influencers that ‘will affect my purchase decision’ when selecting baby personal care products, by tier one city, June 2017
- Dads listen to people around, while mums are KOL followers
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- Figure 41: Purchase influencers that ‘will affect my purchase decision’ when selecting baby personal care products, female vs male (as benchmark), June 2017
WeChat Public Accounts
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- Diversified choices for WeChat parenting public accounts
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- Figure 42: WeChat parenting public accounts, June 2017
- Babytree dominates
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- Figure 43: Examples of content from Babytree WeChat public account, China, 2017
- Mature parents are main followers of Babytree
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- Figure 44: Followers of Babytree, by gender and age, June 2017
Interested Information from WeChat Public Accounts
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- Parents look for experience sharing more than product information
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- Figure 45: Interested information from WeChat parenting public accounts, June 2017
- Dads are more interested in parent-child activities information
- Young parents don’t pay much attention to product recommendations and promotions
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- Figure 46: Interested information from WeChat parenting public accounts, by age, June 2017
Meet the Mintropolitans
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- Mintropolitans are more open and also more cautious
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- Figure 47: Attitudes towards baby suncare products, by consumer classification, June 2017
- Professionals’ advice is more valuable to Mintropolitans
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- Figure 48: Purchase influencers that ‘will affect my purchase decision’ when selecting baby personal care products, by consumer classification, June 2017
- Mintropolitans actively seeking information from WeChat public accounts
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- Figure 49: Information from WeChat parenting public accounts, by consumer classification, June 2017
Appendix – Market Size and Forecast
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- Figure 50: Market value of baby personal care, China, 2012-22
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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