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Baby Care - China - September 2012

INTRODUCTION
Definition
EXECUTIVE SUMMARY
The Market
Figure 1: Baby care market value sales, by product segments, 2007-12
The forecast
Figure 2: Forecast – volume sales of baby care products in China, 2007-17
Segment Growth Prospects
Companies
Figure 3: Baby care company share, by value, 2011
Issues in the Market
Product safety challenge becomes industry development minefield
Figure 4: Attitudes towards baby care products, by brands of baby care bought in the last 12 months, May 2012
Baby care product innovation to target age
Figure 5: Attitudes towards baby care products, May 2012
High-end sector lifts the image of domestic baby care brands
Figure 6: Attitudes towards baby care products, May 2012
Developing lower tier cities need to look at alternative distribution channels
Figure 7: Locations of buying baby care products, by demographics, May 2012
PRODUCT SAFETY CHALLENGES BECOMES INDUSTRY DEVELOPMENT MINEFIELD
Issue at a glance
High number of product safety scandals spring up in China’s baby care market
Chemical ingredients are identified as the main cause for product safety problems
Unsafe chemicals and ingredients
Unsafe raw materials
Unsafe production processes and low hygiene conditions
Lack of sufficient regulations and reference for baby care products
Baby care product safety has become a global issue
Result 1 – Product safety has become an important health concern
Result 2 – SFDA publishes the Guidance to the Application and Evaluation of Children (including infants) Cosmetics to standardize the market
Implication 1 – New regulations limit the scope of competition on product features and functions
Figure 8: Product attributes looked for when purchasing baby care products for baby, May 2012
Figure 9: Top 15 claims of new launched baby care products from 2008 to 2011
Figure 10: New launched products with claims of fragrance free, no additives/preservatives, alcohol free, 2008-11
Implication 2 – Product labelling and online education play crucial roles in communicating with consumers
Figure 11: Agreement with statement: I check the ingredient information listed on the products before I buy, May 2012
Figure 12: Agreement with statement: I tend ot check for brands or products information on websites or from healthcare professionals before buying, May 2012
Implication 3 – Organic baby care products will be the next breakthrough in the Chinese market
Figure 13: Agreement with statement: I would buy organic baby care brands if they were the same price as my preferred brand and I buy toiletry products that claim to be environmentally friendly, May 2012
Figure 14: Proportion of newly launched baby care products with botanical/herbal and organic claims, 2008-11
What does it mean?
BABY CARE PRODUCT INNOVATION TO TARGET AGE
Issue at a glance
Baby care market needs new products to activate further growth
Figure 15: Growth rate of baby care market and each segment, 2007-11
Figure 16: Usage of baby care products on baby, May 2012
Figure 17: Agreement with attitude: These days most baby care brands are the same, May 2012
Figure 18: Attitudes towards baby care products, May 2012
New guidance restricts the potential of baby care products with ingredient/technology innovation
Figure 19: Most important consideration factors when buying baby care products, May 2012
Age segmentation has become new direction for product innovation
Figure 20: Agreement with statement: I prefer to buy baby care products with specific functions, May 2012
Figure 21: Adult usage of baby care products on oneself, May 2012
Figure 22: Agreement with statement: I use baby toiletries for myself/other family members as well as for my baby/child, May 2012
Emphasis on babies aged under 1 means potential for body lotion and baby cream
Figure 23: Usage of baby body lotion on baby, age of child, May 2012
Figure 24: Usage of baby cream  products on baby, by age of child, May 2012
Anti-eczema lotion and cream
All natural mosquito repellent
Baby hand wash/liquid soap aimed at babies aged 1-3
Figure 25: Usage of baby hand wash/liquid soap by age of child, May 2012
New products focusing on babies aged above 3 years increases sales of baby wipes
Figure 26: Wipes as a percentage of  all newly launched baby care products, 2008-11
Figure 27: Usage of baby wipes, by age of child, May 2012
 OPPORTUNITIES FOR BABY SUNCARE PRODUCTS
Figure 28: Suncare as a percentage of  all newly launched baby care products, 2008-11
Figure 29: Usage of baby suncare products, by age of child,May 2012
What does it mean?
HIGH-END SECTOR LIFTS THE IMAGE OF DOMESTIC BABY CARE BRANDS
Issue at a glance
Growing affluence of young parents motivates them to be less price-sensitive
Figure 30: Agreement with statement: I buy whichever brand is on special offer, May 2012
Figure 31: Agreement with statement: I am willing to pay more for better quality products, May 2012
Figure 32: Agreement with statement: I tend to go for premium rather than standard goods/services, April 2012
Figure 33: Attitudes towards children, July 2012
High-end baby care products: top quality comes from precious ingredients
Figure 34: Most important considerations when buying baby care products,  May 2012
Figure 35: Agreement with statement: I don’t care how much they cost as long as the nappies I buy are the most reliable I can get, July 2012
High-end baby care sector is dominated by a handful of multinational brands
Figure 36: Brands of baby care bought in the last 12 months, by demographics, May 2012
High-end sector creates opportunities for domestic brands
Figure 37: Agreement with statements about branded baby care products, May 2012
Domestic brands becoming premium: strengths & opportunities
Figure 38: Agreement with statement: I use baby toiletries for myself/other family members as well as my baby/child, May 2012
Domestic brands go into high-end sector: weaknesses & threatens
Figure 39: Agreement with statements about local and domestic brands of baby care products, May 2012
Figure 40: Agreement with statements about local and domestic brands of baby care products, by income, May 2012
Online presence needed to keep high income consumers informed
Strategic distribution prompts sales of high-end baby care products
Figure 41: Locations of buying baby care products, by monthly household income, May 2012
Partnership with luxury brands/retailers effectively builds high-end image of products
Co-operation with luxury brands
Co-operation with international retailers
What does it mean?
BRANDS WANTING TO EXPAND INTO LOWER TIER CITIES NEED TO EXPLORE ALTERNATIVE DISTRIBUTION CHANNELS
Issue at a glance
Baby care market focus shifts to regions outside of tier one cites
Figure 42: Economic and population growth of tier 1, 2 and 3 cities, 2000 and 2010
Distribution differences a key factor influencing brand performance and share
Figure 43: Brands of baby care bought in the last 12 months, by cities, May 2012
Figure 44: Locations for buying baby care products, May 2012
Expansion of supermarkets and hypermarkets into lower tier cities threatens local brands
Figure 45: buying baby care products bought in supermarkets, baby articles shop and hypermarkets by tier 1, 2 and 3 cities, May 2012
Figure 46: Store number and retail sales of supermarkets and hypermarkets, 2007-11
Figure 47: Brands of baby care bought in the last 12 months, by tiers, May 2012
Figure 48: Attitudes towards foreign and domestic baby care products, by tier 2 and 3 citiies, May 2012
Developing alternative distribution channels lifts local brand growth
What does it mean?
THE FUTURE OF THE MARKET
Figure 49: Forecast for baby care market, at best-, worst-, and central-case scenario, by value, 2007-17
BABY – FREQUENCY OF USAGE OF BABY CARE PRODUCTS
Figure 50: Most popular frequency of usage of baby care products, May 2012
Figure 51: Next most popular frequency of usage of baby care products, May 2012
Figure 52: Usage of any baby product, by demographics, May 2012
Figure 53: Usage of baby shampoo, by demographics, May 2012
Figure 54: Usage of baby soap, by demographics, May 2012
Figure 55: Usage of baby shower gel, by demographics, May 2012
Figure 56: Usage of baby body powder, by demographics, May 2012
Figure 57: Usage of baby body lotion, by demographics, May 2012
Figure 58: Usage of baby cream, by demographics, May 2012
Figure 59: Usage of baby suncare lotion, by demographics, May 2012
Figure 60: Usage of baby oil, by demographics, May 2012
Figure 61: Usage of baby wipes by demographics, May 2012
Figure 62: Usage of handwash/liquid baby soap, by demographics, May 2012
ADULT – FREQUENCY OF USAGE OF BABY CARE PRODUCTS
Figure 63: Most popular usage of baby care products on oneself, May 2012
Figure 64: Usage of baby care products on oneself, May 2012
Figure 65: Most popular usage of baby shampoo on oneself, by demographics, May 2012
Figure 66: Next most popular usage of baby shampoo on oneself, by demographics, May 2012
Figure 67: Most popular usage of baby soap on oneself, by demographics, May 2012
Figure 68: Next most popular usage of baby soap on oneself, by demographics, May 2012
Figure 69: Most popular usage of baby shower gel on oneself, by demographics, May 2012
Figure 70: Next most popular usage of baby shower gel on oneself, by demographics, May 2012
Figure 71: Most popular usage of baby body powder on oneself, by demographics, May 2012
Figure 72: Next most popular usage of baby body powder on oneself, by demographics, May 2012
Figure 73: Most popular usage of baby body lotion on oneself, by demographics, May 2012
Figure 74: Next most popular usage of baby body lotion on oneself, by demographics, May 2012
Figure 75: Most popular usage of baby cream on oneself, by demographics, May 2012
Figure 76: Next most popular usage of baby cream on oneself, by demographics, May 2012
Figure 77: Most popular usage of baby suncare on oneself, by demographics, May 2012
Figure 78: Next most popular usage of baby suncare on oneself, by demographics, May 2012
Figure 79: Most popular usage of baby oil on oneself, by demographics, May 2012
Figure 80: Next most popular usage of baby oil on oneself, by demographics, May 2012
Figure 81: Most popular usage of baby wipes on oneself, by demographics, May 2012
Figure 82: Next most popular usage of baby wipes on oneself, by demographics, May 2012
Figure 83: Most popular usage of handwash/liquid baby soap on oneself, by demographics, May 2012
Figure 84: Next most popular usage of handwash/liquid baby soap on oneself, by demographics, May 2012
BRANDS OF BABY CARE PRODUCTS BOUGHT IN THE LAST 12 MONTHS
Figure 85: Brands of baby care products bought in the last 12 months, May 2012
Figure 86: Most popular international brands of baby care bought in the last 12 months, by demographics, May 2012
Figure 87: Next most popular international brands of baby care bought in the last 12 months, by demographics, May 2012
Figure 88: Most popular local brands of baby care bought in the last 12 months, by demographics, May 2012
WHO BUYS BABY CARE PRODUCTS
Figure 89: Purchaser of baby care products, May 2012
Figure 90: Purchaser of baby care products, by demographics, May 2012
MOST IMPORTANT FACTORS TAKEN INTO CONSIDERATION WHEN BUYING BABY CARE PRODUCTS
Figure 91: Top 3 factors taken into consideration when buying baby care products, May 2012
Figure 92: Most popular factors when buying top ranked baby care products, by demographics, May 2012
Figure 93: Most popular factors when buying second ranked baby care products, by demographics, May 2012
Figure 94: Next most popular factors when buying second rank baby care products, by demographics, May 2012
Figure 95: Most popular factors when buying third rank baby care products, by demographics, May 2012
Figure 96: Next most popular factors when buying third rank baby care products, by demographics, May 2012
PRODUCT ATTRIBUTES LOOKED FOR WHEN PURCHASING BABY CARE PRODUCTS FOR BABY
Figure 97: Product attributes looked for when purchasing baby care products for baby, May 2012
Figure 98: Most popular product attributes looked for when purchasing baby care products for baby, by demographics, May 2012
Figure 99: Next most popular product attributes looked for when purchasing baby care products for baby, by demographics, May 2012
Figure 100: Other product attributes looked for when purchasing baby care products for baby, by demographics, May 2012
LOCATIONS OF BUYING BABY CARE PRODUCTS
Figure 101: Locations of buying baby care products, May 2012
Figure 102: Most popular locations of buying baby care products, by demographics, May 2012
Figure 103: Next most popular locations of buying baby care products, by demographics, May 2012
ATTITUDES TOWARDS BABY CARE PRODUCTS
Figure 104: Attitudes towards baby care products, May 2012
Figure 105: Agreement with the statements ‘There is a big difference in quality between local and international baby care brands’ and ‘I prefer to buy foreign baby care because I think they aresafer than domestic products’, by demographics, May 2012
Figure 106: Agreement with the statements ‘I prefer to choose well-known baby care brands’ and ‘These days most of the baby care brands are the same’, by demographics, May 2012
Figure 107: Agreement with the statements ‘I am interested in trying different or new types of baby care products’ and ‘I use baby toiletries for myself/other family members as well my baby/child’, by demographics, May 2012
Figure 108: Agreement with the statements ‘I check the ingredient information listed on the products before I buy them’ and ‘I prefer to buy baby care products with specific functions’, by demographics, May 2012
Figure 109: Agreement with the statements ‘I would buy organic baby care brands if they were the same price as my preferred brand’ and ‘I buy whichever brand is on special offer’, by demographics, May 2012
Figure 110: Agreement with the statements ‘I am more likely to buy brands/products that I’ve seen advertised’ and ‘I am willing to pay more for better quality products’, by demographics, May 2012
Figure 111: Agreement with the statements ‘I tend to check for brands or products information on websites or from healthcare professional before buying’ and ‘I buy toiletry products that claim to be environmentally friendly’, by demographics, May 2012
NUMBER OF BABY PRODUCTS BOUGHT FOR USE ON BABY
Figure 112: Number of baby care products used on baby (heavy usage), May 2012
Figure 113: Number of baby care products used on baby (heavy usage), by demographics, May 2012
Figure 114: Number of baby care products used on baby (medium usage), May 2012
Figure 115: Number of baby care products used on baby (medium usage), by demographics, May 2012
Figure 116: Number of baby care products used on baby (light usage), May 2012
Figure 117: Number of baby care products used on baby (light usage), by demographics, May 2012
Figure 118: Number of baby care products used on oneself, May 2012
Figure 119: Number of baby care products used on oneself, by demographics, May 2012
Figure 120: Number of baby care products used at least once a month on oneself, May 2012
Figure 121: Number of baby care products used at least once a month on oneself, by demographics, May 2012
Figure 122: Number of baby care products used at least once a week on oneself, May 2012
Figure 123: Number of baby care products used at least once a week on oneself, by demographics, May 2012
Figure 124: Number of baby care products used at least once a day on oneself, May 2012
Figure 125: Number of baby care products used at least once a day on oneself, by demographics, May 2012

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