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Baby Personal Care - China - August 2015

“In order to add more values for baby personal care products, companies and brands could leverage successful examples from other babycare industries (eg infant formula milk) to promote new baby personal care products with advanced claims (eg contains human affinity ingredient) or functions (eg make babies stronger).”

– Yujing Li, Senior Research Analyst

This report discusses the following key topics:

  • Make babies stronger through baby personal care products
  • Other than “botanical” and “no additives”, what else can be used to assure safety?
  • Vast market potentials in rural area
Mums’ overseas purchasing behaviour could be a threat for domestic baby personal care market, especially in the high-end segment.
 
According to Mintel’s research, quality of ingredients (65%), product function/effect (55%), value for money (50%) and no additives (50%) are the top reasons why mums would like to buy from overseas, indicating that companies need to be more competitive on these to win back consumers.

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Table of contents

  1. Introduction

      • Definition
        • Figure 1: Definition of low/mid/high MHI groups, by city tier
      • Methodology
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 2: Total market value sales of baby personal care market, China, 2010-20
            • Companies and brands
              • Figure 3: Top 10 companies’ market share in baby personal care market, by retail sales value, China, 2012-14
            • The consumer
              • Brand difference
                • Figure 4: Brand awareness of baby personal care products, May 2015
                • Figure 5: Correspondence map of product perception, May 2015
                • Figure 6: Correspondence map of brand personality, May 2015
              • Consumers’ overseas purchasing behaviour
                • Figure 7: Baby-related products purchased from overseas online, May 2015
                • Figure 8: Reasons of purchasing baby personal care products from overseas, May 2015
                • Figure 9: Brands bought most often from overseas, May 2015
              • Key issues
                • Make babies stronger through baby personal care products
                  • Other than “botanical” and “no additives”, what else can be used to assure safety?
                    • Vast market potentials in rural area
                      • What we think
                      • Issues and Insights

                          • Make babies stronger through baby personal care products
                            • The facts
                              • The implications
                                • Figure 10: Examples of baby personal care products which can make baby stronger, Turkey and India, 2015
                              • Other than “botanical” and “no additives”, what else can be used to assure safety?
                                • The facts
                                  • The implications
                                    • Figure 11: Examples of products which contain “human affinity ingredients”, Thailand and Japan, 2013-15
                                  • Vast market potentials in rural area
                                    • The facts
                                      • Figure 12: The number and the percentage of 0-4-year-olds in China, by urban and rural, 2000 and 2010
                                    • The implications
                                      • Figure 13: Per capita annual income, by urban and rural China, 2010-13
                                      • Figure 14: The fertility rate in key cities
                                  • Market Size and Forecast

                                    • Key points
                                      • Continuous double-digit growth in the market
                                        • Figure 15: Total value sales of baby personal care market, China, 2009-15
                                        • Figure 16: The number of new born babies in China, 2009-14
                                        • Figure 17: New product launches in baby personal care market, by sub-category, 2009-14
                                      • Baby personal care market in China is far from saturation
                                        • Figure 18: Per capita spending on baby-related products, China and UK, 2013
                                      • The forecast – robust growth in the next five years
                                        • Figure 19: Total market value sales of baby personal care market, China, 2010-20
                                      • Forecast methodology
                                        • Market factors
                                          • More investments in consumer education
                                            • Overseas purchasing could be a threat for local market
                                            • Market Segmentation

                                              • Key points
                                                • Baby skincare segment accounts for nearly 60% market share
                                                  • Figure 20: Sales value and growth of baby personal care market, by segment, 2012-15
                                                  • Figure 21: Total market value sales of baby skincare segment, China, 2010-20
                                                • Bath and soap is estimated to have a better performance than haircare
                                                  • Figure 22: Total market value sales of baby bath and soap segment, China, 2010-20
                                                  • Figure 23: Total market value sales of baby haircare segment, China, 2010-20
                                              • Market Share

                                                • Key points
                                                  • Johnson and Johnson still holds its dominant position but lost 6.1% pts of market share in 2014
                                                    • Figure 24: Top 10 companies’ market share in baby personal care market, by retail sales value, China, 2012-14
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Increasing NPD in baby shower, shampoo and soap
                                                      • Figure 25: Level of NPD activity in baby personal care, China 2013-15 (up to June)
                                                      • Figure 26: Baby personal care new product launch, by sub-category, China 2013-15 (up to June)
                                                      • Figure 27: Examples of 2-in-1 shampoo and shower products, China, 2015
                                                      • Figure 28: Baby personal care new product launch, by brand, China 2013-15 (up to June)
                                                      • Figure 29: Baby personal care products from Ddung, China, 2014
                                                    • Ingredient trends
                                                      • Figure 30: Baby personal care new product launch, by ingredients, China 2013-15 (up to June)
                                                      • Figure 31: Examples of products which use rice bran as ingredient, China, 2015
                                                    • New ways of reassuring product safety
                                                      • Figure 32: Top five claims in baby personal care new product launch, China 2013-15 (up to June)
                                                      • Figure 33: Safety-related claims in baby personal care new product launch, China 2013-15 (up to June)
                                                    • Are claims about protection and Asian skin just a marketing gimmick?
                                                      • Figure 34: Other claims in baby personal care new product launch, China 2013-15 (up to June)
                                                      • Figure 35: Examples of products with claims on protecting against environmental aggressions, China, 2013-14
                                                  • Companies and Brands

                                                    • Johnson & Johnson Services, Inc.
                                                      • China Child Care Corporation Limited
                                                        • Pigeon Group
                                                          • Biostime International Holdings Limited
                                                            • Jahwa Group
                                                              • Carefor Co., Ltd.
                                                              • The Consumer – Brand Awareness of Baby Personal Care Products

                                                                • Key points
                                                                  • Johnson’s Baby still tops the awareness list
                                                                    • Figure 36: Brand awareness of baby personal care products, May 2015
                                                                    • Figure 37: Time of being in China’s babycare market, by leading companies
                                                                  • Demographic differences
                                                                    • By household income
                                                                      • Figure 38: Brand awareness of baby personal care products, by household income, May 2015
                                                                    • By city tier
                                                                      • Figure 39: Brand awareness of baby personal care products, by city tier, May 2015
                                                                      • Figure 40: Brand awareness of Giving, by city, May 2015
                                                                    • By education level
                                                                      • Figure 41: Brand awareness of baby personal care products, by education level, May 2015
                                                                    • Key information sources also have an impact on brand awareness
                                                                      • Figure 42: Brand awareness by key source of influence on product choice, May 2015
                                                                  • The Consumer – Product Perception by Brand

                                                                    • Key points
                                                                      • Product perception associated with different brands
                                                                        • Figure 43: Correspondence map of product perception, May 2015
                                                                        • Figure 44: Product perceptions of different brands, May 2015
                                                                      • Johnson’s Baby and Prince Frog
                                                                        • Haiermian
                                                                          • Pigeon
                                                                            • Giving
                                                                              • Elsker
                                                                                • Figure 45: Product perception among mums with low household income, May 2015
                                                                              • Future development of baby personal care products
                                                                                • Figure 46: Average rating of product attributes across all brands and gap of the best and least performing brands, May 2015
                                                                            • The Consumer – Brand Personality

                                                                              • Key points
                                                                                • Characteristics of different brands
                                                                                  • Figure 47: Correspondence map of brand personality, May 2015
                                                                                  • Figure 48: Brand personality of different brands, May 2015
                                                                                  • Figure 49: Brand personality of Johnson’s Baby, by age, May 2015
                                                                                  • Figure 50: Brand personality of different brands among mums with low household income, May 2015
                                                                                • What kind of brand personality can drive the growth?
                                                                                • The Consumer – Baby Products Purchased from Overseas

                                                                                  • Key points
                                                                                    • The number of online buyers has reached to more than half of offline buyers
                                                                                      • Figure 51: Baby-related products purchased from overseas online, May 2015
                                                                                    • About one fifth of mums purchase haitao baby personal care products
                                                                                      • Figure 52: Baby-related products purchased from overseas online, May 2015
                                                                                    • There is a market for high-end baby personal care products
                                                                                      • Figure 53: The percentage of mums who have purchased baby-related products purchased from overseas and have High MHI, May 2015
                                                                                    • One in two online buyers has shopped from overseas
                                                                                      • Figure 54: Baby-related products purchased from online and from overseas, May 2015
                                                                                  • The Consumer – Reasons of Purchasing Baby Personal Care Products from Overseas

                                                                                    • Key points
                                                                                      • Ingredient quality ranks first when asked why mums purchased from overseas
                                                                                        • Figure 55: Reasons of purchasing baby personal care products from overseas, May 2015
                                                                                        • Figure 56: Safety-related claims in baby personal care new product launch, China, USA and Japan, 2014-15 (up to August)
                                                                                        • Figure 57: Free-from claims in baby personal care new product launch, China, USA and Japan, 2014-15 (up to August)
                                                                                    • The Consumer – Brands Bought Most Often from Overseas

                                                                                      • Key points
                                                                                        • Brands from US and Japan are most welcomed by mums
                                                                                          • Figure 58: Brands bought most often from overseas, May 2015
                                                                                        • City difference
                                                                                          • Figure 59: Brands bought most often from overseas, by city, May 2015
                                                                                        • Brands from US and Japan have different merits in mums’ opinions
                                                                                          • Figure 60: Brands bought most often from overseas, by purchasing reasons, May 2015
                                                                                      • Appendix

                                                                                        • Product portfolio of brands
                                                                                          • Figure 61: Product portfolio of brands in baby personal care market
                                                                                        • Market forecast
                                                                                          • Figure 62: Value sales of total baby personal care market and subdivided segments, China, 2010-20

                                                                                      Companies Covered

                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                      Baby Personal Care - China - August 2015

                                                                                      US $3,990.00 (Excl.Tax)