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 baby personal care market, China, 2014-24
- Companies and brands
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- Figure 2: Leading manufacturers’ share in value sales of baby personal care market, China, 2017-18
- The consumer
- Baby suncare is still niche
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- Figure 3: Changes in spending compared to 12 months ago, June 2019
- Usage frequency is the main driver
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- Figure 4: Reasons for spending more on baby personal care products, June 2019
- Brand penetration remains unchanged for the most part
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- Figure 5: Baby personal care brands used in the last 12 months, 2018 vs 2019
- International brands are perceived as safer and more professional
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- Figure 6: Attributes associated with baby personal care brands, June 2019
- Plant extracts is the most important ingredient claim
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- Figure 7: Importance of ingredient claim, June 2019
- Ingredient first, certification next
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- Figure 8: Features associated with safety baby personal care products, June 2019
- What we think
Issues and Insights
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- Focus on emotional communication
- The facts
- The implications
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- Figure 9: Example of baby personal care product with fun for babies, UK, 2018
- Figure 10: Kit & Kin product set
- What does ‘safety’ mean to parents?
- The facts
- The implications
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- Figure 11: Evereden certification proof
- How to encourage consumption premiumisation?
- The facts
- The implications
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- Figure 12: Examples of baby suncare and baby lip balm, China, 2018 and 2019
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- Figure 13: Examples for adult skincare brands expanding in baby personal care market, US, 2018 and 2019
The Market – What You Need to Know
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- Fast growth maintained
- Skincare segment contributed most share and growth momentum
- Premiumsation is the main driver
Market Size and Forecast
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- Growth speed slowed down
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- Figure 14: Best- and worst-case forecast of total value sales of baby personal care market, China, 2014-24
Market Factors
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- Product premiumisation
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- Figure 15: Price range of new baby personal care product launches, China, MAT August 2018 vs MAT August 2019
- Smarter retailers reach more consumers
- Decreased number of new-borns
Market Segmentation
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- Baby skincare segment
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- Figure 16: Best- and worst-case forecast of total value sales of baby skincare market, China, 2014-24
- Baby bath & soap segment
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- Figure 17: Best- and worst-case forecast of total value sales of baby bath & soap market, China, 2014-24
- Baby haircare segment
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- Figure 18: Best- and worst-case forecast of total value sales of baby haircare market, China, 2014-24
Key Players – What You Need to Know
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- Local brands see continued growth
- Upgraded service cater to mums
- Opportunity in ‘product tested’ and organic claims
Market Share
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- International brands have different stories
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- Figure 19: Leading manufacturers’ share in value sales of baby personal care market, China, 2017-18
- Local brands won more share
Competitive Strategies
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- Pay attention to babies’ feelings
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- Figure 20: Giving Baby Sensory Enlightening Series, China, 2019
- Care for mums
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- Figure 21: Aveeno baby and mother product set, China
- Collaborate with IPs
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- Figure 22: Example of baby personal care products collaborating with IPs, China, 2019
Who’s Innovating?
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- True innovation drives the market
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- Figure 23: Launch type of new baby personal care product launches, China, MAT August 2018 vs MAT August 2019
- ‘Free from’ claim is less active in China than other countries
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- Figure 24: ‘Free from’ claim of new baby personal care product launches, by market, MAT August 2019
- Product tested also lacking in China…
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- Figure 25: ‘Product tested’ claim of new baby personal care product launches, by market, MAT August 2019
- …but hypoallergenic claims on the rise
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- Figure 26: ‘Product tested’ claim of new baby personal care product launches, China, MAT August 2018 vs MAT August 2019
- Figure 27: ‘Hypoallergenic claim’ of new baby personal care products launches, China, 2019
- Prebiotics ingredients expand from adult skincare
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- Figure 28: New prebiotics baby personal care products launches, China, 2019
- Organic in China
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- Figure 29: New organic baby personal care products launches, China, 2019
- Figure 30: New organic baby personal care products launches, US and UK, 2019
- Stick format for convenience
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- Figure 31: Stick format of new baby personal care products launches, Norway and Austria, 2018
The Consumer – What You Need to Know
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- Baby insect repellent is what majority of consumers increased spending on
- Increased usage frequency contributes to spending the most
- Consumer profiles of brands have changed in 2019
- Local brands lack consumer trust
- Organic claim is more favoured by affluent consumers
- Consumers are paying attention to certifications
Changes in Spending
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- More spending on baby insect repellent
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- Figure 32: Changes in spending compared to 12 months ago, June 2019
- Parents in tier one cities are more innovative
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- Figure 33: Changes in spending compared to 12 months ago – ‘spent more’, June 2019
Reasons for Spending More
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- Increased usage frequency is the main reason
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- Figure 34: Reasons for spending more on baby personal care products, June 2019
- Affluent families upgraded products and brands
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- Figure 35: Reasons for spending more on baby personal care products, by monthly household income, June 2019
- Motivations for trading up are similar across different city tiers
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- Figure 36: Reasons for spending more on baby personal care products, by city tier, June 2019
Brands Used
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- Brand usage is stable…
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- Figure 37: Baby personal care brands used in the last 12 months, 2018 vs 2019
- …however users are different from 2018
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- Figure 38: Gaps between baby personal care brands used in the last 12 months, by select demographics, 2018 vs 2019
- Figure 39: Baby personal care brands used, by monthly household income, June 2019
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- Figure 40: Baby personal care brands used, by city tier, June 2019
Brand Perception
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- Johnson & Johnson perceived as most reliable
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- Figure 41: Attributes associated with baby personal care brands, by brand, June 2019
- Local brands win in the value-for-money stakes
- Giving suffers from lack of brand awareness
Attitudes towards Ingredient Claims
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- Plant-based is most valuable
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- Figure 42: Importance of ingredient claims, June 2019
- High earners care more about organic ingredients
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- Figure 43: Importance of ingredient claims – most important, by monthly household income, June 2019
Associations with Safety
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- Natural ingredients are the most widespread association
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- Figure 44: Features associated with safety baby personal care products, June 2019
- Younger parents focus more on certification
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- Figure 45: Features associated with safety baby personal care products – most important, by age, June 2019
- Certification’s value varies most between consumers with different income levels
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- Figure 46: Features associated with safety baby personal care products – most important, by monthly household income, June 2019
- More consumers in lower tier cities use brand as indicator of safety
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- Figure 47: Features associated with safety baby personal care products – most important, by city tier, June 2019
Meet the Mintropolitans
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- Mintropolitans prefer foreign brands
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- Figure 48: Baby personal care brands used in the last 12 months, by consumer classification, June 2019
- Parabens matter more to Mintropolitans
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- Figure 49: Importance of ingredient claim, by consumer classification, June 2019
- Mintropolitans and non-Mintropolitans hold similar safety associations
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- Figure 50: Features associated with safety baby personal care products – most important, by consumer classification, June 2019
Appendix – Market Size and Forecast
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- Figure 51: Total value sales of baby personal care market, China, 2014-24
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Appendix – Market Segmentation
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- Figure 52: Total value sales of baby skincare market, China, 2014-24
- Figure 53: Total value sales of baby bath & soap market, China, 2014-24
- Figure 54: Total value sales of baby haircare market, China, 2014-24
- Figure 55: Total value sales of others in baby personal care market, China, 2014-24
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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