866-997-4948(US-Canada Toll Free)

Nappies and Baby Wipes - China - March 2016

Published By :

Mintel

Published Date : Mar 2016

Category :

Baby Products

No. of Pages : N/A

To improve and enhance competitiveness in the China nappy market, companies and brands need to prioritise improving product quality since this product feature is the top driver for consumers

Table of Content

Overview

What you need to know
Products/themes covered in this report
Figure 1: Definition of tier one, two and three cities

Executive Summary

The market
Figure 2: Total value sales of nappies and baby wipes, China, 2010-20
Companies and brands
Figure 3: Value share of leading companies in nappies and wipes market, 2014-15
The consumer
Reusable nappy experienced an increase in penetration over the last two years
Figure 4: Penetration of nappies and baby wipes, December 2014 and January 2016
Consumers use different nappies and baby wipes in different occasions
Figure 5: Usage occasion of nappies, January 2016
Figure 6: Usage occasion of baby wipes, January 2016
Pampers is still the nappy brand that mums use most often
Figure 7: Brands used most often, January 2016
Merries achieves highest consumer satisfaction
Figure 8: Satisfaction with different aspects of nappies, by brand, January 2016
Breathability is the key concern of mums
Quality and word-of-mouth are the key drivers for brand switch behaviour
Figure 9: Factors influencing brand switch behaviour, January 2016
What we think

Issues and Insights

Providing more nappies and baby wipes which can offer convenience
The facts
The implications
Figure 10: Example of thin nappy product, Japan, 2015
Figure 11: Nappy grab bag launched by Becky Mantin’s, UK, 2015
Figure 12: Baby wipes with convenient packaging design launched by Huggies, Australia, 2016
Scope to launch nappies and baby wipes targeting different usage occasions
The facts
The implications
How can disposable nappies take a further step in China?
The facts
The implications
Figure 13: Example of nappy product with biodegradable materials, New Zealand, 2015

The Market — What You Need to Know

A rapid growing nappy and baby wipe market in China
Growing disposable income and consumers’ health concerns accelerate the growth of market
Baby wipes is a small market and is struggling to grow.

Market Size and Forecast

A rapidly growing market
Figure 14: Retail market value of nappies and baby wipes in China, 2010-15
Nappies and baby wipes market continue to boost in the next five years
Figure 15: Total value sales of nappies and baby wipes, China, 2010-20

Market Factors

Growing disposable income drives the market
Figure 16: Per capita disposable income, China, 2010-14
Turn people’s health concerns into business opportunities
Threats from overseas purchasing

Market Segmentation

Baby wipes are struggling to grow
Figure 17: Retail market value of nappies and wipes in China, by segment, 2010-15
Pull-up nappies gaining popularity
Figure 18: Retail market value of nappies in China, by segment, 2010-15
Stable growth for both nappy market and baby wipe market
Figure 19: Total China retail value sales of nappies, 2010-20
Figure 20: Total China retail value sales of baby wipes, 2010-20

Key Players — What You Need to Know

International companies dominate the nappy and baby wipe market
Brands pay more attention to mums in marketing communication
Convenient nappy and baby wipe products are ready to take off

Market Share

International companies dominate the market
Figure 21: Value share of leading companies in nappies and wipes market, 2013-14
The winning story of Kao

Competitive Strategies

Brands show more care for mums in marketing communications
Nappy brands work closely with e-commerce platforms

Who’s Innovating?

Nappies
Time/speed is still the key product feature for nappy products
Figure 22: Selected product claims in the China nappy product launch, 2013-15
Premiumisation opportunities
Figure 23: Examples of premium nappy products, Portugal, Japan and Philippines, 2014-15
Spotlight on nappies with ease of use claim
Figure 24: Ease of use claim for newly launched disposable nappies, China, Japan and global, 2015
Odour neutralising can be a unique benefit to be highlighted
Figure 25: Odour neutralising for newly launched disposable nappies, China, Japan and global, 2015
Figure 26: Example of nappy products with odour neutralising claim, Japan, 2015
Wipes
No additives/preservatives claims see a biggest increase
Figure 27: Selected product claims in the China baby wipe product launch, 2014-15
Convenience-related product features rise rapidly
“Economy” claim is ready to take off
Marketing activities
Daddies change nappies
Smart Peepee

The Consumer —What You Need to Know

Reusable nappies saw an increase in penetration over the last two years
Consumers use different types of nappies depending on occasions
Pampers remains as the most often used nappy brand
Quality and word-of-mouth are the main drivers encouraging consumers to switch nappy brands

Usage of Nappies and Baby Wipes

The penetration of reusable nappy increases while others remain flat
Figure 28: Penetration of nappies and baby wipes, December 2014 and January 2016
Figure 29: Penetration of reusable nappy, by child age and city tier, December 2014 and January 2016
High earners are more likely to buy the full range of products
Figure 30: Penetration of nappies and baby wipes, by household income, January 2016
Baby wipes have more loyal consumers
Figure 31: Usage of nappies and baby wipes, January 2016
Are there opportunities to build brand loyalty?
Purchasing from one specific brand tend to be a trend
Figure 32: Brand loyalty of nappies and baby wipes, December 2014 and January 2016
Consumers in low tier cities tend to have a higher brand loyalty
Figure 33: Brand loyalty of nappies and baby wipes, by city tier, January 2016
Mums’ attitudes towards nappies vary with their children’s age
Figure 34: Brand loyalty of selected nappies, by child age, December 2014 and January 2016

Usage Occasion of Nappies and Baby Wipes

Growth opportunities for disposable nappies
Figure 35: Usage occasion of nappies, January 2016
Figure 36: Nappy products designed for specific occasions, Australia and India, 2012-14
Figure 37: Usage occasion of tape-type disposable nappy and pants-type disposable nappy, January 2016
Chances for baby wipes to expand
Figure 38: Usage occasion of baby wipes, January 2016
Pants-type nappy is used in more occasions
Figure 39: Repertoire of number of usage occasions, January 2016

Brands Used More Often

Pampers ranks on the top of the list
Figure 40: Brands used most often, January 2016
User profile analysis of leading nappy brands
Merries is welcomed by mums with middle and high household incomes
Figure 41: Brands used most often, by household income, January 2016
Merries and Goo.N’s users are skewed to mums who have younger babies and have more than one baby at home
Figure 42: User profile of leading nappy brands, by baby age and number of baby, January 2016
Pampers attracts more tier one consumers
Figure 43: Brands used most often, by city tier, January 2016

General Satisfaction of Leading Brands

Merries achieves highest consumer satisfaction
Figure 44: General satisfaction of leading brands, January 2016
Breathability is the key concern of mums
Merries and Goo.N stand out in most product features
Anerle is yet to improve overall satisfaction
Ways to build differential brand images
Figure 45: Satisfaction with different aspects of nappies, by brand, January 2016

Key Satisfaction Drivers for Leading Brands

Methodology
Improvements are yet to be done by Merries so as to maintain competitiveness
Figure 46: Key drivers of overall satisfaction with nappy brand Merries, January 2016
Breathability is the key area for improvement for Pampers
Figure 47: Key drivers of overall satisfaction with nappy brand Pampers, January 2016
MamyPoko need to prioritise its absorbability
Figure 48: Key drivers of overall satisfaction with nappy brands MamyPoko, January 2016

Factors Influencing Brand Switch Behaviour

Quality and word-of-mouth are the key drivers
Figure 49: Factors influencing brand switch behaviour, January 2016
Brand awareness and reputation are vital for high earners
Product premiumisation via adding additional features
Figure 50: Selected factors influencing brand switch behaviour, by household income, January 2016

Appendix – Market Size and Forecast

Figure 51: Retail value sales of nappies and baby wipes in China, by segment, 2010-20

Appendix – Methodology and Definitions

Methodology
Fan chart forecast
Key driver analysis
Interpretation of results
Figure 52: Overall satisfaction with nappy brands- key driver output, January 2016
Figure 53: Satisfaction with aspects of nappy, by primary nappy brand, January 2016
Abbreviations

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *

Upcoming Reports

  • Sugar and Gum Confectionery - UK - January 2015

    Rising dental health concerns can create an opportunity for chewing gum brands. Currently much of the marketing for sugar-free gums centres around fresh breath, however, the dental health benefits, particularly for children, could warrant more focus. Though explored internationally, tooth-friendly gums tailored for children remain rare in the UK market....