Baby Personal Care - China - September 2018

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