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Baby Personal Care - China - June 2016

Published By :

Mintel

Published Date : Jun 2016

Category :

Baby Products

No. of Pages : N/A

The baby personal care market is looking promising along with the government’s end of one-child policy. That said, competition is escalating while maintaining consumers’ loyalty could be challenging. More new international brands are being introduced, especially via online retailers. Internet naïve and social media savvy mums in China never stop looking for the next best option for their new-borns. Innovation does not only means introducing new products but also new services.

Table of Content

Overview

What you need to know
Market definition

Executive Summary

The market
Companies and brands
The consumer
Overall usage remains high across all categories
Figure 1: Baby product usage at all, Dec 2016
Loyalty management versus mass marketing
Figure 2: Brand repertoire analysis across 10 categories, Dec 2015
Johnson & Johnson remains the most popular brand in China
Figure 3: Brand study – Popular brand usage analysis, Dec 2015
Distinctive brand association
Figure 4: Correspondence analysis – Perception of different baby personal care brands, Dec 2015
What does “safe” means to mums?
Figure 5: The perception of product safety, Dec 2015
Peer Power
Figure 6: General attitude towards baby personal care, Dec 2015
What we think

Issues and Insights

What leads to high retention?
The facts
The implications
What does “safe” means to mums?
The facts
The implications
Where is the next opportunity?
The facts
The implications

The Market – What You Need to Know

Opening-up of second child policy suggests robust growth
Online retailers will escalate the competition
Strong prospects for growth
Specialist imported brands are challenging traditionally dominant brands

Market Drivers

China ends one-child policy
Figure 7: Plans to have a second child
The rush for baby products made abroad could be ceased by the new tax policy
Competition will escalator online

Market Size and Forecast

Growth stays strong
Figure 8: Baby personal care value sales, 2012-16
Second child policy suggests strong prospects
Figure 9: Best- and worst-case forecast of total baby personal care sales in China, 2010-20

Market Share

Specialist imported brands are challenging traditionally dominant brands
Figure 10: Top 10 companies’ market share in baby personal care market, by retail sales value, China, 2015

Key Players

Johnson & Johnson Inc, winning trust back
Pigeon Group
Figure 11: Pigeon New Born Grade Baby Lotion, Q2 2015
China Child Care Corporation
Tianjin Yumeijing Group
Shanghai Jahwa

Who’s Innovating?

It's a new world for mothers too
Claims trends
Figure 12: Global new launches of soap & bath products targeting at babies & toddlers (0-4), Jan 2013-Dec 2015
Figure 13: Global new launches of soap & bath products targeting at babies & toddlers (0-4), Jan 2013-Dec 2015
100% natural origin formula
Figure 14: Bébé Oil, It's Skin Prestige d'Escargo, South Korea Q1 2016
Figure 15: Eco Cosmetics Baby & Kids Körperlotion (Body Lotion), Germany Q1 2016
Figure 16: Weleda Baby Derma White Mallow Nappy Change Cream, Germany Q1 2016
Figure 17: Divine Baby Hand Sanitiser, Australia, Q4 2015
Figure 18: Kokoso Baby Multipurpose Moisturiser, UK Q3 2015
Multi-purpose products can reduce risks for harming baby skin
Figure 19: Be Good Be Honest Natural One-Step Cleanser, Conditioner & Detangler, USA Q4 2015
Figure 20: Helenvita Baby All Over Cleanser Body & Hair, Greece, Q4 2015
Figure 21: Fiverams Baby 2-in-1 Shampoo & Body Wash, Q3 2015
Figure 22: Evian Brumisateur Face and Body Spray, France, Q1 2016

The Consumer – What You Need to Know

High usage across all categories and city difference remains
Loyalty management versus mass marketing
Savvier users tend to choose newly established brand
Distinctive brand association
What does “safe” means to mums?
Peer Power

Product Usage

Overall usage remains high across all categories
Figure 23: Baby product usage at all, Dec 2016
Cities difference

Brand Repertoire Analysis

Loyalty management versus mass marketing
Figure 24: Brand repertoire analysis across 10 categories, Dec 2015
Can satisfaction increase loyalty?
Figure 25: Brand repertoire analysis between total users and satisfied users
Figure 26: Brand repertoire analysis between total users and satisfied users
Does brand awareness lead to loyalty?
Figure 27: Brand repertoire analysis between total users and well-known brands buyers
Figure 28: Brand repertoire analysis between total users and well-known brands buyers
Retention could be more difficult in some categories

Popular Brand Usage Analysis

Johnson & Johnson remains the most popular brands in China
Figure 29: Brand study-popular brand usage analysis, Dec 2015
High income household saw high usage of most of the popular brands
Figure 30: Brand study-popular brand usage analysis by income, Dec 2015
City difference
Savvier users tend to choose newly established brand
Figure 31: Ingredients worrier versus savvier by brand usage

Popular Brand Association

Distinctive brand association
Figure 32: Correspondence analysis – Perception of different baby personal care brands, Dec 2015
J&J association
Figure 33: J&J brand analysis
Haiermian association
Figure 34: Haiermian brand analysis
Pigeon association
Figure 35: Pigeon brand analysis
Frog Prince association
Figure 36: Frog Prince brand analysis
Giving association
Figure 37: Giving brand analysis
Figure 38: Giving brand users by income
Elsker association
Figure 39: Elsker brand analysis
Figure 40: Elsker brand user by age

The Perception of Product Safety

What does “safe” mean to mums?
Figure 41: The perception of product safety, Dec 2015
Peer review is crucial for assuring product safety
Figure 42: The perception of product safety, Dec 2015
The disparity perception of “safety” between ingredient worriers and ingredients savvier
Figure 43: Ingredients worriers versus ingredient savvies towards safety
Figure 44: Ingredients savviers by income

General Attitude towards Baby Personal Care

Peer Power
Figure 45: General attitude towards baby personal care, Dec 2015
Opportunity for seasonal products
Figure 46: Isdin Baby Skin Cold & Wind Bálsamo Facial, Spain, Q4 2015
Figure 47: General attitude towards baby personal care by income, Dec 2015
Opportunity for pure natural products
Figure 48: General attitude towards baby personal care by income, Dec 2015
Opportunity to offer more educational service

Appendix – Methodology and Definitions

Methodology
Market Sizing definition
Fan chart forecast
Correspondence analysis
Figure 49: Correspondence analysis – Perception of different baby personal care brands, Dec 2015
Abbreviations

List of Table

NA

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