- Contents
- *Overview
- What you need to know
- Covered in this Report
- Subgroup definitions (by Monthly Household Income)
What you need to know
The baby personal care market, despite experiencing a slightly slower growth in 2019, has still maintained stable growth. Mintel forecasts the market to grow at a value CAGR (compound annual growth rate) of 14.6% over 2019-24. The premiumisation trend has continued to drive this market, while a decline in the number of new births has exerted the opposite effect.
Consumers have increased their spending on baby personal care products mainly because of increased usage frequency. International brands still garner more trust than local brands among consumers in terms of safety and professionalism. As for associations with safety, consumers mainly associate natural ingredients and certifications with a safe product.
Covered in this Report
This Report covers the retail market for personal care products for babies aged 0-3. Market value is based on sales through all retail channels (including direct to consumer and consumer to consumer), but excludes the professional sector (eg hospitals). This market includes baby shampoo, baby soap, baby shower gel, baby body powder, baby body lotion/cream, baby suncare, baby oil, baby nappy cream, baby insect repellent and baby hand wash/liquid soap for toddlers.
Subgroup definitions (by Monthly Household Income)
Low household income is defined as RMB6,000-9,999 in tier one cities; RMB5,000-8,999 in tier two and three cities.
Mid household income is defined as RMB10,000-17,999 in tier one cities; RMB9,000-15,999 in tier two and three cities.
High household income is defined as RMB18,000 or above in tier one cities; RMB16,000 or above in tier two and three cities.
