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Nappies and Baby Wipes - China - April 2017

Published By :

Mintel

Published Date : May 2017

Category :

Baby Products

No. of Pages : N/A

Even though baby care products retailing is seeing the trend of moving to online, specialised mother and baby care store is still the most trusted and most often visited channel for Chinese mums, even for highly standardised and repurchased products like nappies. This indicates in-store experience and professional services are still crucial in mums’ purchase journey. Brands and retailers need to integrate the advantages of both online and offline channels to provide seamless shopping experience.

Table of Content

OVERVIEW
What you need to know
Covered in this Report
Subgroup definitions
Household income
Channel definitions

EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of total value sales of nappies and baby wipes market, China, 2011-21
Companies and brands
Figure 2: Value share of leading companies in nappies and baby wipes market, China, 2015-16
The consumer
Diaper rash is the most concerned problem
Figure 3: Problems when taking care of babies, December 2016
Slightly different preference towards Chinese and Japanese brands of nappies
Figure 4: Brand origins of nappies and baby wipes, December 2016
Specialised mother and baby care stores are highly preferred
Figure 5: Channels used to obtain nappy-related information for first-time purchase, December 2016
Increasing visits to online but does not dampen the importance of specialised mother and baby care stores
Figure 6: Purchasing channels, 2014 vs 2016
Consumers have visited specialised stores most often
Figure 7: Most often visited purchasing channel, December 2016
Both demographics and purchasing channel affect consumers’ price sensitivity
Figure 8: Price sensitivity, by most often visited purchasing channel, December 2016
What we think

ISSUES AND INSIGHTS
Will high-tier cities’ parents trade down for a second baby?
The facts
The implications
Has online shopping surpassed in-store?
The facts
The implications
Further product differentiation
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Steady growth after the blowout
Immediate boost from second-child policy but limited in the long run
Nappies segment dominates the market
MARKET SIZE AND FORECAST
Slowing down after the blowout
Figure 9: Market value of nappies and baby wipes in China, 2012-16
Solid growth in double digits for the next five years
Figure 10: Best- and worst-case forecast of total value sales of nappies and baby wipes market, China, 2011-21

MARKET FACTORS
Second-child policy ensures volume consumption
Figure 11: New births in China, 2006-16
Investing in better quality products due to safety concern
Staying in this category longer in exchange of time

MARKET SEGMENTATION
Regular nappies dominate while pull up nappies experienced strong growth
Figure 12: Market value of nappies and baby wipes, by segment, China, 2012-16
Figure 13: Best- and worst-case forecast of total value sales of nappies market, China, 2011-21
Baby wipes need to expand usage occasions
Figure 14: Segment share of nappies and baby wipes market, UK, US and China, 2015
Figure 15: Best- and worst-case forecast of total value sales of baby wipes market, China, 2011-21

KEY PLAYERS – WHAT YOU NEED TO KNOW
International players leading while the market further fragments
Different games for different players
Prospects of product differentiation

MARKET SHARE
International players leading the market
Figure 16: Value share of leading companies in nappies and baby wipes market, China, 2015-16
Consumers’ craze for Japanese brands
Growth of the ‘Others’ segment

COMPETITIVE STRATEGIES
Raise penetration in low tier cities by mass products
Keep manufacture outside of China to charge premium
Figure 17: Example of Pampers diapers, China, 2016
Figure 18: Examples of Unicharm diapers, China, 2017
Figure 19: Example of Libero diapers, China, 2016
Team up with specialised mother and baby care shopping websites

WHO’S INNOVATING?
Cotton disposable diapers
Figure 20: BBNice disposable cotton nappies, China, 2016
Different size, same love
Figure 21: Unicharm preemie diapers, China, 2016
VR factory tour
Figure 22: Daio VR factory tour, China, 2017
For three hours and 12 hours
Figure 23: Nepia Whito for three hours and for 12 hours diapers, Japan, 2016

THE CONSUMER – WHAT YOU NEED TO KNOW
Demands for better diapers
Mixed usage of brands from different origins
Chinese mums using both in-store and online channels
Flourishing online channels do not hinder consumers fond of specialised stores
Top two channels gain loyalty from over 50% of consumers
Comparatively lower price sensitivity when shopping in specialised stores

PROBLEMS WHEN TAKING CARE OF BABIES
Top problems suggest room for product improvements
Figure 24: Problems when taking care of babies, December 2016
Different focuses on sleeping issues
Figure 25: Baby’s sleeping issues, by monthly household income, December 2016
Mums who have babies aged 13-24 months are most troubled
Figure 26: Problems when taking care of babies, by baby age, December 2016

BRAND ORIGIN
Japan leads the preference for international brands
Figure 27: Brand origins of nappies and baby wipes, December 2016
Mums aged over-35 less likely to use pants-type nappies and baby wipes
Figure 28: Percentage of consumers who haven’t bought these products in the last six months, by mum’s age, December 2016

INFORMATION CHANNEL
Specialised mother and baby care stores the most trusted information channel
Figure 29: Channels used to obtain nappy-related information for first-time purchase, December 2016
Young mums are more active in seeking information
Figure 30: Numbers of information channels mums use, by mums’ age, December 2016
While the age of mums doesn’t impact their channel preference significantly
Figure 31: Ranking of most used information channels, by mum’s age, December 2016

PURCHASING CHANNEL
Purchase preferences shifting: bricks-and-mortar vs online
Figure 32: Purchasing channels, 2014 vs 2016
Top two information channels also gain the highest conversion rate
Figure 33: Conversion rate of different channels, December 2016
High earners fond of channels with imported products
Figure 34: Purchasing channels, by monthly household income, December 2016

MOST OFTEN VISITED PURCHASING CHANNEL
Top two contribute over half of the most often visited purchasing channels
Figure 35: Most often visited purchasing channel, December 2016
Profile of different channels’ consumers
Figure 36: Top three most often visited purchasing channels, by demographics, December 2016
The young are not always online shoppers
Figure 37: Percentage of using online channels, by mum’s age, December 2016
Regular supermarkets are relatively good at retaining consumers
Figure 38: Retention rate of different channels, December 2016

PRICE SENSITIVITY
Relatively high price sensitivity
Figure 39: Price sensitivity, December 2016
Consumers in specialised mother and baby care stores are less sensitive to price, while online buyers look for discounts
Figure 40: Price sensitivity, by most often visited purchasing channel, December 2016

MEET THE MINTROPOLITANS
Worried mums
Figure 41: Problems when taking care of babies, by consumer classification, December 2016
Open to brands from different countries
Figure 42: Brand origins of tape-type nappies, by consumer classification, December 2016
Patronize more channels
Figure 43: Channels used to obtain nappy-related information for first-time purchase, by consumer classification, December 2016
Most often visited channel same as Non-MinTs
Figure 44: Most often visited purchasing channel, by consumer classification, December 2016

APPENDIX – MARKET SIZE AND FORECAST
Figure 45: Retail market value of nappies and baby wipes, by segment, China, 2011-21

APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast

List of Table

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