The nappy market has kept stable growth in 2017 and Mintel forecasts the market to grow at a value CAGR (Compound Annual Growth Rate) of 8.1% in 2017-22. Consumption premiumisation and tariff reduction contribute to the market growth, while the slowdown of new births will be a drag.

As a market with relatively lower brand loyalty, good quality is the most crucial reason to maintain consumers. Among consumers who use several brands, trying different brands and finding more suitable products are the main barriers for brand loyalty. International brands have gained the most loyalty users and consumers are more satisfied with Japanese brands. Online channels show a rising trend and especially attract younger consumers, while specialised mother and baby stores gain popularity of affluent families.

For the purposes of this Report, Mintel has used the following definitions:

Nappies include products for use with babies and toddlers aged between 0-3-years-old. Product examples provided in the Report may involve the term ‘diaper/diapers’ which is the same as ‘nappy/nappies’.

The Report includes:

• Tape-type/regular disposable nappies/diapers

• Pants-type/pull up training disposable nappies/diapers

Market size in this Report does not cover sales that have occurred in the C2C (Consumer to Consumer) market and direct-selling brands (eg WeChat business or Taobao).

• Low earner is defined with monthly personal income as RMB 4,999 or below

• Mid earner is defined with monthly personal income as RMB 5,000-7,999

• High earner is defined with monthly personal income as RMB 8,000 or above

• Low household income is defined as RMB 5,000-9,999 in tier one cities; RMB 4,000-7,999 in tier two and three cities.

• Mid household income is defined as RMB 10,000-15,999 in tier one cities; RMB 8,000-13,999 in tier two and three cities.

• High household income is defined as RMB > =16,000 in tier one cities; RMB > =14,000 in tier two and three cities.