Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of total value sales of nappy market, China, 2012-22
- Companies and brands
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- Figure 2: Market share of top 10 nappy companies, China, 2016-17
- The consumer
- Brand loyalty is low
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- Figure 3: Product usage of baby nappies and wipes, January 2018
- Good quality is the most important reason for brand loyalty
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- Figure 4: Top 10 reasons for using only one brand, January 2018
- But quality is not why consumers are changing brands
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- Figure 5: Top 10 reasons for not using only one brand, January 2018
- International brands gain popularity
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- Figure 6: Most often used nappy brand in the last six months, January 2018
- Consumers are more satisfied with features around skin feeling
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- Figure 7: Satisfaction aspects of nappies’ brand used most often, January 2018
- Online channels are becoming more adaptive
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- Figure 8: Most often visited purchasing channel for nappies, female, 2017 vs 2018
- What we think
Issues and Insights
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- Slight differences between mums and dads
- The facts
- The implications
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- Figure 9: Diaper changing in men’s restroom, Argentina, 2017
- How to retain consumers’ brand loyalty in the industry with relatively high price sensitivity
- The facts
- The implications
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- Figure 10: Merries cooperated with Kaola livestreaming
- Threats to local brands
- The facts
- The implications
The Market – What You Need to Know
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- Moderate growth in the next five years
- More threats to local brands
Market Size and Forecast
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- Stable growth after high speed growth
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- Figure 11: Best- and worst-case forecast of total value sales of nappy market, China, 2012-22
- Slowing down in the next five years
Market Factors
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- Consumption premiumisation continues fuelling the market
- Tariff reduction facilitates cross border brands
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- Figure 12: Anmous international certifications
- Birth rate declined after second child policy
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- Figure 13: New births in China, 2012-17
Market Segmentation
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- Figure 14: Market share of nappies, by segment, China, 2012-17
- Figure 15: Number of new babies, by age, China, 2012-17
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Key Players – What You Need to Know
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- Leading brands from overseas
- Approach consumers with service and take advantages of online channels
Market Share
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- International brands dominate the market
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- Figure 16: Value share of leading companies in nappy market, China, 2016-17
- Stable performance of local brands
- Threats in ‘Others’ cannot be neglected
Competitive Strategies
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- Cooperate with online channels
- Establish factory in China
- Cater to younger parents
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- Figure 17: U.Style dads’ class, China, 2017
- Provide services besides products
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- Figure 18: Bepanthol Baby Pooster project, São Paulo, 2017
Who’s Innovating?
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- Ingredients story
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- Figure 19: New nappy launches with vitamin ingredient, Japan and US, 2017-18
- Designer packaging
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- Figure 20: New nappy launches with fashion design, Netherland and China, 2017
- Introduce ‘Astronaut Level’ to nappy
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- Figure 21: New nappy launches with ‘Astronaut Level’ claim, China, 2017-18
- Upgraded texture for better skin care
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- Figure 22: New nappy launches to reduce diaper rash and friction, India and Japan, 2017
- Safety assurance
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- Figure 23: New nappy launches with safety assurance, US, 2018
- Environmental friendly
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- Figure 24: New nappy launches with eco-friendly claim, US, 2017
- Thinner and thinner
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- Figure 25: New nappy launches with thin material, China, 2017
The Consumer – What You Need to Know
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- 53% of parents change brands of disposable nappies
- Establish trust with good quality to maintain consumers
- Younger parents like trying different brands while older consumers switch brands mainly due to promotions
- Consumers are passionate of Japanese brands
- Consumers are impressed by softness most
- Young mums turns to online channels
Product Usage
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- High penetration of disposable nappies with low brand loyalty
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- Figure 26: Product usage of baby nappies and wipes, January 2018
- Younger parents have higher brand loyalty
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- Figure 27: Brand usage (use one brand only), January 2018
- Affluent families are easier to switch brands
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- Figure 28: Product usage (use one brand only), by monthly household income, January 2018
- Stage 2 is the period changing brands most likely
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- Figure 29: Product usage (use several brands), by age of youngest child, January 2018
Reasons of Brand Loyalty
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- Good quality is key, while habit also plays an important role
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- Figure 30: Top 10 reasons for using only one brand, January 2018
- It is easier for younger parents to feel satisfied
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- Figure 31: Top six reasons for using only one brand, by age, January 2018
- Habit resonates to low earners and lower city tier consumers
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- Figure 32: Top five reasons for using only one brand, by monthly personal income and city tier, January 2018
- Dads are more rational than mums
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- Figure 33: Top 10 reasons for using only one brand, by gender, January 2018
Barriers of Brand Loyalty
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- Consumers continue pursuing better products
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- Figure 34: Top 10 reasons for not using only one brand, January 2018
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- Figure 35: Pampers smallest diapers for premature babies, Chile, 2017
- Older consumers are more driven by promotions
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- Figure 36: Selected reasons for not using only one brand, by age, January 2018
Most Often Used Brand
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- Consumers prefer international brands
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- Figure 37: Most often used nappy brand in the last six months, January 2018
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- Figure 38: Miffy nappy materials and production proof
- Especially females
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- Figure 39: Most often used nappy brand in the last six months, female, 2016 vs 2018
- Dads are potential target for local brands
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- Figure 40: Most often used nappy brand in the last six months, by gender, January 2018
- Moony and Huggies have the most loyalty users of disposable nappies
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- Figure 41: Most often used nappy brand in the last six months, by product usage (use one brand only), January 2018
- Baby’s grandparents have not influenced brand choice much
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- Figure 42: Most often used nappy brand in the last six months, by living situation, January 2018
Key Satisfaction Drivers
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- Satisfied with skin feelings most
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- Figure 43: Satisfaction aspects of nappies’ brand used most often, January 2018
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- Figure 44: Q-MO magic breath nappy, China, 2017
- New parents are almost indiscriminately satisfied with each attribute
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- Figure 45: Satisfaction aspects of nappies’ brand used most often, by age of youngest child, January 2018
- Figure 46: Monit diaper sensing
- Japanese brands gain the highest satisfaction level
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- Figure 47: Satisfaction aspects of nappies’ brand used most often, by brand, January 2018
- Moony
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- Figure 48: Key drivers of overall satisfaction with Moony, January 2018
- Figure 49: Moony improvement education, China, 2017
- GOO.N
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- Figure 50: Key drivers of overall satisfaction with GOO.N, January 2018
- Figure 51: GOO.N Super Premium nappy introduction, China, 2017
- Pampers
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- Figure 52: Key drivers of overall satisfaction with Pampers, January 2018
- Figure 53: Pampers Japan imported first-class nappy, China, 2017
Most Visited Purchasing Channel
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- Higher adoption of domestic online platforms in 2018
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- Figure 54: Most often visited purchasing channel for nappies, female, 2017 vs 2018
- Younger females switch to online channels most
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- Figure 55: Gap between 2017 (as benchmark) and 2018 in most often visited purchasing channel for nappies, female, by age
- Physical specialised mother and baby care stores attract affluent families
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- Figure 56: Gap between 2017 (as benchmark) and 2018 in most often visited purchasing channel for nappies, female, by monthly household income
Meet the Mintropolitans
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- Mintropolitans have lower brand loyalty
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- Figure 57: Product usage of baby nappies and wipes, January 2018
- Product features are most important to Mintropolitans
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- Figure 58: Top 10 reasons for using only one brand, January 2018
- Same reasons for changing brands
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- Figure 59: Top 10 reasons for not using only one brand, by consumer classification, January 2018
Appendix – Market Size and Forecast
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- Figure 60: Total value sales of nappy market, China 2012-22
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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