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NAPPIES - CHINA - MAY 2018

Published By :

Mintel

Published Date : May 2018

Category :

Baby Products

No. of Pages : N/A

Consumption premiumisation has further fuelled the market growth and tariff reduction will bring opportunities to international brands and also threat domestic brands. The agreement on nappy choices of mums and dads shows a chance to involve dads into purchasing nappy. Keep investing in high quality products and providing thoughtful service are the key to maintain consumers.

Table of Contents

OVERVIEW
What you need to know
Covered in this Report
Excluded
Subgroup definitions (by Monthly Personal Income)
Subgroup definitions (by Monthly Household Income)
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of total value sales of nappy market, China, 2012-22
Companies and brands
Figure 2: Market share of top 10 nappy companies, China, 2016-17
The consumer
Brand loyalty is low
Figure 3: Product usage of baby nappies and wipes, January 2018
Good quality is the most important reason for brand loyalty
Figure 4: Top 10 reasons for using only one brand, January 2018
But quality is not why consumers are changing brands
Figure 5: Top 10 reasons for not using only one brand, January 2018
International brands gain popularity
Figure 6: Most often used nappy brand in the last six months, January 2018
Consumers are more satisfied with features around skin feeling
Figure 7: Satisfaction aspects of nappies’ brand used most often, January 2018
Online channels are becoming more adaptive
Figure 8: Most often visited purchasing channel for nappies, female, 2017 vs 2018
What we think
ISSUES AND INSIGHTS
Slight differences between mums and dads
The facts
The implications
Figure 9: Diaper changing in men’s restroom, Argentina, 2017
How to retain consumers’ brand loyalty in the industry with relatively high price sensitivity
The facts
The implications
Figure 10: Merries cooperated with Kaola livestreaming
Threats to local brands
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Moderate growth in the next five years
More threats to local brands
MARKET SIZE AND FORECAST
Stable growth after high speed growth
Figure 11: Best- and worst-case forecast of total value sales of nappy market, China, 2012-22
Slowing down in the next five years
MARKET FACTORS
Consumption premiumisation continues fuelling the market
Tariff reduction facilitates cross border brands
Figure 12: Anmous international certifications
Birth rate declined after second child policy
Figure 13: New births in China, 2012-17
MARKET SEGMENTATION
Figure 14: Market share of nappies, by segment, China, 2012-17
Figure 15: Number of new babies, by age, China, 2012-17
KEY PLAYERS – WHAT YOU NEED TO KNOW
Leading brands from overseas
Approach consumers with service and take advantages of online channels
MARKET SHARE
International brands dominate the market
Figure 16: Value share of leading companies in nappy market, China, 2016-17
Stable performance of local brands
Threats in ‘Others’ cannot be neglected
COMPETITIVE STRATEGIES
Cooperate with online channels
Establish factory in China
Cater to younger parents
Figure 17: U.Style dads’ class, China, 2017
Provide services besides products
Figure 18: Bepanthol Baby Pooster project, São Paulo, 2017
WHO’S INNOVATING?
Ingredients story
Figure 19: New nappy launches with vitamin ingredient, Japan and US, 2017-18
Designer packaging
Figure 20: New nappy launches with fashion design, Netherland and China, 2017
Introduce ‘Astronaut Level’ to nappy
Figure 21: New nappy launches with ‘Astronaut Level’ claim, China, 2017-18
Upgraded texture for better skin care
Figure 22: New nappy launches to reduce diaper rash and friction, India and Japan, 2017
Safety assurance
Figure 23: New nappy launches with safety assurance, US, 2018
Environmental friendly
Figure 24: New nappy launches with eco-friendly claim, US, 2017
Thinner and thinner
Figure 25: New nappy launches with thin material, China, 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
53% of parents change brands of disposable nappies
Establish trust with good quality to maintain consumers
Younger parents like trying different brands while older consumers switch brands mainly due to promotions
Consumers are passionate of Japanese brands
Consumers are impressed by softness most
Young mums turns to online channels
PRODUCT USAGE
High penetration of disposable nappies with low brand loyalty
Figure 26: Product usage of baby nappies and wipes, January 2018
Younger parents have higher brand loyalty
Figure 27: Brand usage (use one brand only), January 2018
Affluent families are easier to switch brands
Figure 28: Product usage (use one brand only), by monthly household income, January 2018
Stage 2 is the period changing brands most likely
Figure 29: Product usage (use several brands), by age of youngest child, January 2018
REASONS OF BRAND LOYALTY
Good quality is key, while habit also plays an important role
Figure 30: Top 10 reasons for using only one brand, January 2018
It is easier for younger parents to feel satisfied
Figure 31: Top six reasons for using only one brand, by age, January 2018
Habit resonates to low earners and lower city tier consumers
Figure 32: Top five reasons for using only one brand, by monthly personal income and city tier, January 2018
Dads are more rational than mums
Figure 33: Top 10 reasons for using only one brand, by gender, January 2018
BARRIERS OF BRAND LOYALTY
Consumers continue pursuing better products
Figure 34: Top 10 reasons for not using only one brand, January 2018
Figure 35: Pampers smallest diapers for premature babies, Chile, 2017
Older consumers are more driven by promotions
Figure 36: Selected reasons for not using only one brand, by age, January 2018
MOST OFTEN USED BRAND
Consumers prefer international brands
Figure 37: Most often used nappy brand in the last six months, January 2018
Figure 38: Miffy nappy materials and production proof
Especially females
Figure 39: Most often used nappy brand in the last six months, female, 2016 vs 2018
Dads are potential target for local brands
Figure 40: Most often used nappy brand in the last six months, by gender, January 2018
Moony and Huggies have the most loyalty users of disposable nappies
Figure 41: Most often used nappy brand in the last six months, by product usage (use one brand only), January 2018
Baby’s grandparents have not influenced brand choice much
Figure 42: Most often used nappy brand in the last six months, by living situation, January 2018
KEY SATISFACTION DRIVERS
Satisfied with skin feelings most
Figure 43: Satisfaction aspects of nappies’ brand used most often, January 2018
Figure 44: Q-MO magic breath nappy, China, 2017
New parents are almost indiscriminately satisfied with each attribute
Figure 45: Satisfaction aspects of nappies’ brand used most often, by age of youngest child, January 2018
Figure 46: Monit diaper sensing
Japanese brands gain the highest satisfaction level
Figure 47: Satisfaction aspects of nappies’ brand used most often, by brand, January 2018
Moony
Figure 48: Key drivers of overall satisfaction with Moony, January 2018
Figure 49: Moony improvement education, China, 2017
GOO.N
Figure 50: Key drivers of overall satisfaction with GOO.N, January 2018
Figure 51: GOO.N Super Premium nappy introduction, China, 2017
Pampers
Figure 52: Key drivers of overall satisfaction with Pampers, January 2018
Figure 53: Pampers Japan imported first-class nappy, China, 2017
MOST VISITED PURCHASING CHANNEL
Higher adoption of domestic online platforms in 2018
Figure 54: Most often visited purchasing channel for nappies, female, 2017 vs 2018
Younger females switch to online channels most
Figure 55: Gap between 2017 (as benchmark) and 2018 in most often visited purchasing channel for nappies, female, by age
Physical specialised mother and baby care stores attract affluent families
Figure 56: Gap between 2017 (as benchmark) and 2018 in most often visited purchasing channel for nappies, female, by monthly household income
MEET THE MINTROPOLITANS
Mintropolitans have lower brand loyalty
Figure 57: Product usage of baby nappies and wipes, January 2018
Product features are most important to Mintropolitans
Figure 58: Top 10 reasons for using only one brand, January 2018
Same reasons for changing brands
Figure 59: Top 10 reasons for not using only one brand, by consumer classification, January 2018
APPENDIX – MARKET SIZE AND FORECAST
Figure 60: Total value sales of nappy market, China 2012-22
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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