Baby Personal Care - China - November 2020

OVERVIEW
What you need to know
Covered in this report
EXECUTIVE SUMMARY
Impact of COVID-19 on baby personal care market
Figure 1: Short, medium and long-term impact of COVID-19 on baby personal care, November 2020
The market
Figure 2: Market value and forecast of baby personal care products, China, 2015-25
Companies and brands
Figure 3: Leading manufacturers’ share of value sales of baby personal care, China, 2018-19
The consumer
Baby insect repellent has been used more often
Figure 4: Change in usage frequency of different baby personal care products, July 2020
Offline channels are more often used
Figure 5: Purchasing channels for baby personal care products, July 2020
Safety is the key concern 
Figure 6: Most important selecting factors, July 2020
Parents use multiple sources for knowledge 
Figure 7: Information source, July 2020
Safety-related features are worth premiumizing
Figure 8: Factors willing to pay more for, July 2020
Parents hesitate to try new products 
Figure 9: Attitudes towards baby personal care, July 2020
Figure 10: Attitudes towards baby personal care, July 2020
What we think
ISSUES AND INSIGHTS
Tell memorable stories around hero natural ingredients
The facts
The implications
Figure 11: Baby Elephant’s Antarctic Cream
Demonstrate professional brand image and safety through multiple channels
The facts
The implications
Focus premiumisation on ethical and CSR related claims targeting at future parents
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Slower growth compared to previous years
Baby skincare remains the largest segment
Birth rate may continue to decline
MARKET SIZE, SEGMENTATION AND FORECAST
Growth continues but is slightly slower
Figure 12: Market value and forecast of baby personal care products, China, 2015-25
The baby skincare segment still plays the most important role in growth 
Figure 13: Market value and forecast of baby personal care products – skincare segment, China, 2015-25
Baby bath &amp; soap segment 
Figure 14: Market value and forecast of baby personal care products – bath & soap segment, China, 2015-25
Baby haircare segment 
Figure 15: Market value and forecast of baby personal care products – hair segment, China, 2015-25
MARKET FACTORS
User population shrinking as birth rate drops
Figure 16: Birth rate and number of new-borns, China, 2014-19
Emergence of post-90s mothers 
More segmented product categories
Baby skincare products are alternative choices for sensitive skin conditions
Figure 17: Giving’s baby skincare product range
KEY PLAYERS – WHAT YOU NEED TO KNOW
Domestic brands are booming while international brand lose share
Upgrade in brand image to attract consumers’ interest
Natural ingredients still the most popular claim
KEY PLAYERS AND MARKET SHARE
Johnson & Johnson loses share due to negative reputation
Figure 18: Leading manufacturers’ share in value sales of baby personal care, China, 2018-19
Baby Elephant continue to grow
Figure 19: Baby Elephant collaborates with Viya
COMPETITIVE STRATEGIES
Involving dads in baby care activities
Figure 20: Daddy’s Choice baby products
Baby apparel brand moves into natural baby care
Figure 21: Yeehoo Baby personal care products
Domestic brands continue to upgrade their products to be on trend
Figure 22: Yumeijing upgraded packaging
WHO’S INNOVATING?
Ease of use and hydration claims are on the rise while free from falls…
Figure 23: Top 10 claims in baby personal care products, China, 2016-19
…In contrast to global trends 
Figure 24: Top 10 claims in baby personal care products, global, 2016-19
Easy to rinse out saw a rise in claims, especially for shampoo products
Figure 25: Shampoo products launched with easy to use claim, China, 2019
Babies’ facial skincare products for anti-pollution
Figure 26: Facial skincare NPD for anti-pollution, China, 2019
Selling mother &amp; baby product in sets 
Figure 27: Baby Elephant product set
Figure 28: Yumeijing product sets
Facial masks for kids
Figure 29: ATOPALM facial masks for kids, Korea, 2020
Figure 30: Baby Elephant babies’ facial masks, China, 2020
More specific segmentation in baby care products
Figure 31: Rainbow Baby products segmentation
Figure 32: Fissan 2 in 1 shampoo
Hand sanitizer for baby 
Figure 33: Hand sanitizer for baby usage, China, 2020
Products for both adults and babies 
Figure 34: Mama & Kids Oligo series
THE CONSUMER – WHAT YOU NEED TO KNOW
Parents are using more insect repellent for babies
Offline shopping channels remain competitive
Safety-related features are top selecting factors 
Most consumers use multiple channels to gain knowledge
Parents are willing to pay more for safety 
Brand loyalty is low but parents hesitate to try new
CHANGES IN USAGE FREQUENCY 
Baby insect repellent maintained its high usage
Figure 35: Change in usage frequency of different baby personal care products, July 2020
PURCHASING CHANNELS
Offline destinations remain competitive
Figure 36: Purchasing channels, July 2020
Parents of higher income are using multiple channels
Figure 37: Purchasing channels, by household income, July 2020
Younger parents are using more offline channels
Figure 38: Purchasing channels, by age, July 2020
IMPORTANT SELECTING FACTORS
Safety-related factors are top priority 
Figure 39: Most important selecting factors, July 2020
Younger parents are looking for cost effectiveness as well as safety
Figure 40: Important selecting factors, by age, July 2020
INFORMATION SOURCE
Online forum is the most used source
Figure 41: Information source, July 2020
Younger parents rely more on offline sources
Figure 42: Information source, by age, July 2020
Affluent parents are using more online sources
Figure 43: Information source, by household income, July 2020
FACTORS WILLING TO PAY MORE FOR
Safety-related features are worth premiumisation
Figure 44: Factors willing to pay more for, July 2020
Factors vary by baby’s age
Figure 45: Factors willing to pay more for, by age of youngest child, July 2020
Post-90s parents are more interested in professional image
Figure 46: Factors willing to pay more for, by generations, July 2020
Parents who plan to have more children are more interested in ethical products
Figure 47: Factors willing to pay more for, by plan to have more children, July 2020
ATTITUDES TOWARDS BABY PERSONAL CARE
Brand loyalty is low…
Figure 48: Attitudes towards baby personal care, July 2020
…While parents hesitate to try new innovations
Figure 49: Attitudes towards baby personal care, July 2020
Edible ingredients can be worth innovating with
Figure 50: Factors willing to pay more for, by attitudes towards baby personal care, July 2020
Figure 51: Factors willing to pay more for, by attitudes towards baby personal care, July 2020
Savvier consumers are looking for professional solutions
Figure 52: Factors willing to pay more for, by attitudes towards baby personal care products, July 2020
MEET THE MINTROPOLITANS
Mintropolitans are more likely to pay for professional approval
Figure 53: Factors willing to pay more for, by consumer classification, July 2020
Mintropolitans use more channels to learn information on childcare
Figure 54: Information source, by consumer classification, July 2020
APPENDIX: MARKET SIZE AND FORECAST
Figure 55: Total value sales of baby personal care market, China 2015-25
Figure 56: Value sales of baby personal care market – skincare segment, China 2015-25
Figure 57: Value sales of baby personal care market – bath & soap segment, China 2015-25
Figure 58: Value sales of baby personal care market – haircare segment, China 2015-25
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations