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Baby Personal Care - China - September 2017

Published By :

Mintel

Published Date : Sep 2017

Category :

Baby Products

No. of Pages : N/A

Dads and mums are showing similar caring about their kids and are willing to try innovations, which means opportunities for these formerly niche products. The key is how to convince parents of the effectiveness and safety of these products. Famous brand names are not that trustworthy and parents now need a combination of expertise and real parents real experience.
Table of contents

OVERVIEW
What you need to know
Covered in this Report
Sub-group definitions
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of market value of baby personal care, China, 2012-22
Companies and brands
Figure 2: Market share of leading companies in baby personal care market, China, 2015 and 2016
The consumer
Top concerns suggest demand for more effective products
Figure 3: Problems when taking care of babies in the last six months, June 2017
Baby suncare products not the first option
Figure 4: Suncare methods for babies in the last six months, by importance, June 2017
Opportunities for baby suncare products
Figure 5: Attitudes towards baby suncare products, June 2017
Return to the experts
Figure 6: Purchase influencers when selecting baby personal care products, June 2017
Parents are following a variety of WeChat parenting public accounts
Figure 7: WeChat parenting public accounts, June 2017
Parenting experience more avidly sought than product information
Figure 8: Interested information from WeChat parenting public accounts, June 2017
What we think
ISSUES AND INSIGHTS
How can baby suncare products better engage with Chinese parents?
The facts
The implications
Figure 9: Bare Republic baby sun stick, US, 2017
Figure 10: Be3 Sun Evolution sun protection progressive spray, Italy, 2017
Dads caring about kid as much as mums
The facts
The implications
Provide a combination of expertise and real experience
The facts
The implications
Figure 11: Baby Doves Real Mums campaign, India, 2017
THE MARKET WHAT YOU NEED TO KNOW
Continuous double-digit growth in the market
Future growth still relies on premiumisation
Baby shower products lead category growth
MARKET SIZE AND FORECAST
Enjoying dynamic value growth
Figure 12: Market value of baby personal care, by segment, China, 2013-17 (est)
Figure 13: Best- and worst-case forecast of market value of baby personal care, China, 2012-22
MARKET DRIVERS
More newborns expected, especially from affluent families
Figure 14: Intention to have a second child, by monthly household income, 2016 vs 2017
Premiumisation trend from budget to mass/masstige products
Figure 15: New baby personal care product launches, by price tier, China, 2015-17 (till August)
The evolving e-commerce fuels market growth
Growing parenting knowledge brings opportunity for niche products
Figure 16: Example of Mustelas baby balm for air-conditioned summertime, China, 2017
MARKET SEGMENTATION
Baby skincare commands the largest share of sales
Figure 17: Market value and annual growth rate of baby personal care market, by segment, China, 2015-17 (est)
Figure 18: Best- and worst-case forecast of market value of baby skincare, China, 2012-22
Growth in baby bath and soap outpaces other segments
Figure 19: Best- and worst-case forecast of market value of baby bath and soap, China, 2012-22
Relatively lacking momentum in baby haircare segment
Figure 20: Best- and worst-case forecast of market value of baby haircare, China, 2012-22
KEY PLAYERS WHAT YOU NEED TO KNOW
Companies with premium brands performed better in 2016
Specialised mother and babycare store is going to be the next battlefield
Niche sub-categories hold potential
MARKET SHARE
Leading companies lost share to newcomers
Figure 21: Market share of leading companies in baby personal care market, China, 2015 and 2016
Companies with premium brands drive growth
COMPETITIVE STRATEGIES
Scientific evidence is a must-have in marketing communications
Figure 22: Product information on Sanosans official website, China, 2017
Figure 23: Scientific result shown by Johnsons Baby, China, 2017
Emphasise offline channels again
WHOS INNOVATING?
China vs mature markets
Figure 24: Top claims in new baby personal care product launches, China, South Korea, Japan, US and UK, 2016
Niche sub-categories on the rise
Figure 25: New baby personal care product launches, by sub-category, China, 2014-16
Product innovation worth noticing
Non-Nano Sun Cushion for babies
Figure 26: Jerrys Baby Non-Nano Sun Cushion, South Korea, 2017
Organic claims
Figure 27: Examples of organic baby personal care products, Australia and Japan, 2016
Talc-free claims
Figure 28: Examples of talc-free baby powder, China and Philippines, 2016-17
Long-lasting moisture for sensitive skin
Figure 29: La Roche-Posay Lipikar 48H protection and care lotion, Germany, 2017
Sheet mask for babies
Figure 30: Goongsecret Sticker Soothing Pack, South Korea, 2016
THE CONSUMER WHAT YOU NEED TO KNOW
Skin sensitivity and rashes are the most common skin concerns
Avoiding sun exposure is the first suncare option
Parents have concerns as well as interests in suncare products
Professional advice is the most influential
One in five parents are following Babytree
Parenting experience is avidly sought
PROBLEMS WHEN TAKING CARE OF BABIES
Brands need to provide enjoyable bath/shower experience
Figure 31: Problems when taking care of babies in the last six months, June 2017
Skin sensitivity and rashes are the top two skin concerns
Babies aged 7-12 months suffering more from skin problems
Figure 32: Problems when taking care of babies in the last six months, by baby age, June 2017
while hair concerns dont differ across baby ages
SUNCARE METHODS
Avoiding sun exposure is considered the most important suncare method
Figure 33: Suncare methods for babies in the last six months, by importance, June 2017
Slightly polarised attitudes towards suncare products
Parents aged 25-29 have different opinions
Figure 34: Most important suncare method for babies in the last six months, by age, June 2017
ATTITUDES TOWARDS BABY SUNCARE PRODUCTS
Concerns and interests coexist
Figure 35: Attitudes towards baby suncare products, June 2017
Only use it when necessary
Suncare products appeal to parents with babies suffering from dry skin
Figure 36: Attitudes towards baby suncare products, by babys skin problem, June 2017
Dads and mums have similar attitudes towards baby suncare products overall
Figure 37: Attitudes towards baby suncare products, by gender, June 2017
PURCHASE INFLUENCERS
Expert guidance highly valued
Figure 38: Purchase influencers when selecting baby personal care products, June 2017
The older generation hasnt gone out of date yet
Figure 39: The older generation as an influencer that will affect my purchase decision when selecting baby personal care products, by demographics, June 2017
Parents from Chengdu tend to trust brands
Figure 40: Purchase influencers that will affect my purchase decision when selecting baby personal care products, by tier one city, June 2017
Dads listen to people around, while mums are KOL followers
Figure 41: Purchase influencers that will affect my purchase decision when selecting baby personal care products, female vs male (as benchmark), June 2017
WECHAT PUBLIC ACCOUNTS
Diversified choices for WeChat parenting public accounts
Figure 42: WeChat parenting public accounts, June 2017
Babytree dominates
Figure 43: Examples of content from Babytree WeChat public account, China, 2017
Mature parents are main followers of Babytree
Figure 44: Followers of Babytree, by gender and age, June 2017
INTERESTED INFORMATION FROM WECHAT PUBLIC ACCOUNTS
Parents look for experience sharing more than product information
Figure 45: Interested information from WeChat parenting public accounts, June 2017
Dads are more interested in parent-child activities information
Young parents dont pay much attention to product recommendations and promotions
Figure 46: Interested information from WeChat parenting public accounts, by age, June 2017
MEET THE MINTROPOLITANS
Mintropolitans are more open and also more cautious
Figure 47: Attitudes towards baby suncare products, by consumer classification, June 2017
Professionals advice is more valuable to Mintropolitans
Figure 48: Purchase influencers that will affect my purchase decision when selecting baby personal care products, by consumer classification, June 2017
Mintropolitans actively seeking information from WeChat public accounts
Figure 49: Information from WeChat parenting public accounts, by consumer classification, June 2017
APPENDIX MARKET SIZE AND FORECAST
Figure 50: Market value of baby personal care, China, 2012-22
APPENDIX METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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