Table of Contents
Overview
-
- What you need to know
- Covered in this Report
- Subgroup definitions (by Monthly Household Income)
Executive Summary
-
- The market
-
- Figure 1: Best- and worst-case forecast of total value sales of baby personal care market, China, 2013-23
- Companies and brands
-
- Figure 2: Market share of leading companies in baby personal care market, China, 2016-17
- The consumer
- Bath products gain more usage frequency
-
- Figure 3: Changes in usage frequency in the last year, June 2018
- Most consumers have used Johnson & Johnson
-
- Figure 4: Baby personal care brands used in the last year, June 2018
- Lack of information impedes consumers’ purchases
-
- Figure 5: Problems when choosing baby personal care products, June 2018
- Affluent consumers count on brands’ claims while younger consumers do more research
-
- Figure 6: Attitudes towards information source, by select demographics, June 2018
- Bathing babies is the most typical baby personal care routine
-
- Figure 7: Typical processes when taking care of babies, June 2018
- Parents will pay extra for features that are beneficial to skin
-
- Figure 8: Premium factors of baby personal care products, June 2018
- What we think
Issues and Insights
-
- Brands need to differentiate themselves
- The facts
- The implications
-
- Figure 9: Aveeno ingredient education
- Figure 10: Sanosan formula education
- Invest in baby personal care routine
- The facts
- The implications
-
- Figure 11: Kangaroo baby lip care balm education
- How to prove safety?
- The facts
- The implications
-
- Figure 12: Giving baby massage oil
- Figure 13: Percentage proof, Baby Element and Pigeon
-
- Figure 14: Kedalin enzyme ingredient
- Figure 15: Dove Baby certification
The Market – What You Need to Know
-
- Sustained high growth
- Development of retailers and increase of usage frequency fuel the market
Market Size and Forecast
-
- High and stable growth
-
- Figure 16: Best- and worst-case forecast of total value sales of baby personal care market, China, 2013-23
Market Factors
-
- More advanced mother and baby product retailers
- Lower birth rate but more spending
- Lack of standard for babies aged 0-3
Market Segmentation
-
- Baby skincare segment
-
- Figure 17: Best- and worst-case forecast of total value sales of baby skincare market, China, 2013-23
- Baby bath & soap segment
-
- Figure 18: Best- and worst-case forecast of total value sales of baby bath & soap market, China, 2013-23
- Baby haircare segment
-
- Figure 19: Best- and worst-case forecast of total value sales of baby haircare market, China, 2013-23
Key Players – What You Need to Know
-
- Johnson & Johnson threatened by local brands
- Brands try hard to show professionalism
Market Share
-
- Leading brands continue to lose share
-
- Figure 20: Market share of leading companies in baby personal care market, China, 2016-17
- Local brands retain high growth
- Rise of TCM baby care brands
-
- Figure 21: Zhendong Home Health Care Chinese herbal medicine hand-washing
- Figure 22: Oubaili body wash with TCM ingredients
Competitive Strategies
-
- Consolidate professional brand image
- Provide value-added service
- Strengthen offline channels
- Marketing with technology
Who’s Innovating?
-
- Influenced by adult skincare
-
- Figure 23: New baby personal care product launches with cica ingredient, South Korea and China, 2017
- Figure 24: New baby personal care product launches with micellar technology, China, 2017
- Organic claim to prove safety
-
- Figure 25: New baby personal care product launches with organic claims, UK and Bulgaria, 2017-18
- Amino acid ingredient for mildness
-
- Figure 26: New baby personal care product launches with amino acid ingredient, China, 2018
- Innovative format in sunscreen category
-
- Figure 27: New baby sunscreen product launches with format innovation, South Korea and US, 2017-18
The Consumer – What You Need to Know
-
- Suncare products are not widely accepted yet
- Johnson & Johnson dominates usage
- Parents get lost amid too many choices
- Consumers aged 20-24 prefer seeking information by themselves
- Dads undertake more baby care processes than mums do
- Babies’ skin matters most
Changes in Usage Frequency
-
- Opportunities for products suitable for outdoor occasions
-
- Figure 28: Changes in usage frequency in the last year, June 2018
- Suncare is still niche for baby
-
- Figure 29: Allganic sun cushion safety proof
- Baby suncare from imported brands is more appealing
-
- Figure 30: CHAID analysis of those who have used suncare for babies more often in the last year, June 2018
- Income level decides usage habits
-
- Figure 31: Changes in usage frequency in the last year (more often), by select demographics, June 2018
Brand Usage
-
- Johnson & Johnson is the most widely used brand
-
- Figure 32: Baby personal care brands used in the last year, June 2018
- Mums prefer Giving
-
- Figure 33: Baby personal care brands used in the last year, by select demographics, June 2018
- Frog Prince and Yumeijing are more welcomed than Pigeon in lower tier cities
-
- Figure 34: Baby personal care brands used in the last year, by select demographics, June 2018
-
- Figure 35: Baby personal care brands used in the last year, by select demographics, June 2018
Problems When Choosing Products
-
- Babies’ feeling is the most important factor
-
- Figure 36: Problems when choosing baby personal care products, June 2018
- Lack of brand differentiation impedes experienced parents from trying
-
- Figure 37: Problems when choosing baby personal care products, by select demographics, June 2018
Attitudes towards Baby Personal Care Products
-
- Dads are more patient
-
- Figure 38: Preference for 2-in-1 shampoo and body wash, by selected demographics, June 2018
-
- Figure 39: Changes in usage frequency in the last year (more often), by preference for 2-in-1 shampoo and body wash, June 2018
- Figure 40: Milk & Co baby shampoo & conditioner
- Imported brands are more favoured
-
- Figure 41: Attitudes towards brand origins, June 2018
- Dads prefer fragrance while mums prefer non-fragranced products
-
- Figure 42: Attitudes towards fragrance, by select demographics, June 2018
- Young parents prefer seeking information by themselves
-
- Figure 43: Attitudes towards information source, by select demographics, June 2018
- Most parents are satisfied with current market offerings
-
- Figure 44: Attitudes towards existing products, June 2018
- Young parents trust transparent ingredient labels more than higher technology…
-
- Figure 45: Attitudes towards reliable products, by select demographics, June 2018
- …but affluent parents trust higher technology more
-
- Figure 46: Attitudes towards reliable products, by select demographics, June 2018
- Figure 47: Biohood active enzyme technology
Baby Personal Care Routine
-
- Majority of consumers pay attention to hygiene
-
- Figure 48: Typical processes when taking care of babies, June 2018
- Parents in tier one cities care more about after-bath process
-
- Figure 49: Typical processes when taking care of babies, by select demographics, June 2018
- Dads are more considerate than mums
-
- Figure 50: Typical processes when taking care of babies, by select demographics, June 2018
Premium Features of Products
-
- Skin issues matter the most
-
- Figure 51: Premium features of baby personal care products, June 2018
-
- Figure 52: Le Comptoir du Bain Monsieur Madame Pear Scented Madame Bavarde Soap
- Affluent families are more willing to pay more for professional authentication
-
- Figure 53: Weleda certification
- Figure 54: Premium factors of baby personal care products (interested and willing to pay more), by select demographics, June 2018
- Consumers in tier one cities are more prudent
-
- Figure 55: Premium factors of baby personal care products (interested and willing to pay more), by select demographics, June 2018
- Inexperienced parents trust specialised mums and babies’ brands more
-
- Figure 56: Premium factors of baby personal care products (interested and willing to pay more), by select demographics, June 2018
Meet the Mintropolitans
-
- International brands appeal to Mintropolitans
-
- Figure 57: Baby personal care brands used in the last year, by select demographics, June 2018
- Mintropolitans have more careful baby care routines
-
- Figure 58: Typical processes when taking care of babies, by select demographics, June 2018
- Ingredient story appeals to Mintropolitans most
-
- Figure 59: Premium factors of baby personal care products (interested and willing to pay more), by select demographics, June 2018
-
- Figure 60: Kangaroo ingredient introduction
Appendix – Market Size and Forecast
-
-
- Figure 61: Total value sales of baby personal care market, China 2013-23
-
Appendix – Market Segmentation
-
-
- Figure 62: Total value sales of baby skincare market, China 2013-23
- Figure 63: Total value sales of baby bath & soap market, China 2013-23
- Figure 64: Total value sales of baby haircare market, China 2013-23
-
Appendix – Methodology and Abbreviations
-
- Methodology
- Fan chart forecast
- Abbreviations
Back to top