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Baby Personal Care - China - June 2016

“The baby personal care market is looking promising along with the government’s end of one-child policy. That said, competition is escalating while maintaining consumers’ loyalty could be challenging. More new international brands are being introduced, especially via online retailers. Internet naïve and social media savvy mums in China never stop looking for the next best option for their new-borns. Innovation does not only means introducing new products but also new services.”
– Wenwen Chen, Senior Beauty and Personal Care Analyst

This report discusses the following key topics:

  • What leads to high retention?
  • What does “safe” means to mums?
  • Where is the next opportunity?

This report will help you to review the market drivers, market size, dynamics between top players, global new innovations, consumers’ product usage, major brands usage, major brands’ association, perception towards product safety and marketing opportunity.

  • Baby personal care products covered in this report
  • Baby shampoo
  • Baby soap
  • Baby shower gel
  • Baby body powder
  • Baby body lotion/cream
  • Baby suncare
  • Baby oil
  • Baby nappy cream
  • Baby insect repellent
  • Baby hand wash/liquid soap

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Market definition
      • Executive Summary

          • The market
            • Companies and brands
              • The consumer
                • Overall usage remains high across all categories
                  • Figure 1: Baby product usage at all, Dec 2016
                • Loyalty management versus mass marketing
                  • Figure 2: Brand repertoire analysis across 10 categories, Dec 2015
                • Johnson & Johnson remains the most popular brand in China
                  • Figure 3: Brand study – Popular brand usage analysis, Dec 2015
                • Distinctive brand association
                  • Figure 4: Correspondence analysis – Perception of different baby personal care brands, Dec 2015
                • What does “safe” means to mums?
                  • Figure 5: The perception of product safety, Dec 2015
                • Peer Power
                  • Figure 6: General attitude towards baby personal care, Dec 2015
                • What we think
                • Issues and Insights

                  • What leads to high retention?
                    • The facts
                      • The implications
                        • What does “safe” means to mums?
                          • The facts
                            • The implications
                              • Where is the next opportunity?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Opening-up of second child policy suggests robust growth
                                      • Online retailers will escalate the competition
                                        • Strong prospects for growth
                                          • Specialist imported brands are challenging traditionally dominant brands
                                          • Market Drivers

                                            • China ends one-child policy
                                                • Figure 7: Plans to have a second child
                                              • The rush for baby products made abroad could be ceased by the new tax policy
                                                • Competition will escalator online
                                                • Market Size and Forecast

                                                    • Growth stays strong
                                                      • Figure 8: Baby personal care value sales, 2012-16
                                                    • Second child policy suggests strong prospects
                                                      • Figure 9: Best- and worst-case forecast of total baby personal care sales in China, 2010-20
                                                  • Market Share

                                                    • Specialist imported brands are challenging traditionally dominant brands
                                                      • Figure 10: Top 10 companies’ market share in baby personal care market, by retail sales value, China, 2015
                                                  • Key Players

                                                    • Johnson & Johnson Inc, winning trust back
                                                      • Pigeon Group
                                                        • Figure 11: Pigeon New Born Grade Baby Lotion, Q2 2015
                                                      • China Child Care Corporation
                                                        • Tianjin Yumeijing Group
                                                          • Shanghai Jahwa
                                                          • Who’s Innovating?

                                                            • It's a new world for mothers too
                                                              • Claims trends
                                                                • Figure 12: Global new launches of soap & bath products targeting at babies & toddlers (0-4), Jan 2013-Dec 2015
                                                                • Figure 13: Global new launches of soap & bath products targeting at babies & toddlers (0-4), Jan 2013-Dec 2015
                                                              • 100% natural origin formula
                                                                • Figure 14: Bébé Oil, It's Skin Prestige d'Escargo, South Korea Q1 2016
                                                                • Figure 15: Eco Cosmetics Baby & Kids Körperlotion (Body Lotion), Germany Q1 2016
                                                                • Figure 16: Weleda Baby Derma White Mallow Nappy Change Cream, Germany Q1 2016
                                                                • Figure 17: Divine Baby Hand Sanitiser, Australia, Q4 2015
                                                                • Figure 18: Kokoso Baby Multipurpose Moisturiser, UK Q3 2015
                                                              • Multi-purpose products can reduce risks for harming baby skin
                                                                • Figure 19: Be Good Be Honest Natural One-Step Cleanser, Conditioner & Detangler, USA Q4 2015
                                                                • Figure 20: Helenvita Baby All Over Cleanser Body & Hair, Greece, Q4 2015
                                                                • Figure 21: Fiverams Baby 2-in-1 Shampoo & Body Wash, Q3 2015
                                                                • Figure 22: Evian Brumisateur Face and Body Spray, France, Q1 2016
                                                            • The Consumer – What You Need to Know

                                                              • High usage across all categories and city difference remains
                                                                • Loyalty management versus mass marketing
                                                                  • Savvier users tend to choose newly established brand
                                                                    • Distinctive brand association
                                                                      • What does “safe” means to mums?
                                                                        • Peer Power
                                                                        • Product Usage

                                                                          • Overall usage remains high across all categories
                                                                            • Figure 23: Baby product usage at all, Dec 2016
                                                                          • Cities difference
                                                                          • Brand Repertoire Analysis

                                                                            • Loyalty management versus mass marketing
                                                                              • Figure 24: Brand repertoire analysis across 10 categories, Dec 2015
                                                                            • Can satisfaction increase loyalty?
                                                                              • Figure 25: Brand repertoire analysis between total users and satisfied users
                                                                              • Figure 26: Brand repertoire analysis between total users and satisfied users
                                                                            • Does brand awareness lead to loyalty?
                                                                              • Figure 27: Brand repertoire analysis between total users and well-known brands buyers
                                                                              • Figure 28: Brand repertoire analysis between total users and well-known brands buyers
                                                                            • Retention could be more difficult in some categories
                                                                            • Popular Brand Usage Analysis

                                                                              • Johnson & Johnson remains the most popular brands in China
                                                                                • Figure 29: Brand study-popular brand usage analysis, Dec 2015
                                                                              • High income household saw high usage of most of the popular brands
                                                                                • Figure 30: Brand study-popular brand usage analysis by income, Dec 2015
                                                                              • City difference
                                                                                • Savvier users tend to choose newly established brand
                                                                                  • Figure 31: Ingredients worrier versus savvier by brand usage
                                                                              • Popular Brand Association

                                                                                • Distinctive brand association
                                                                                  • Figure 32: Correspondence analysis – Perception of different baby personal care brands, Dec 2015
                                                                                • J&J association
                                                                                  • Figure 33: J&J brand analysis
                                                                                • Haiermian association
                                                                                  • Figure 34: Haiermian brand analysis
                                                                                • Pigeon association
                                                                                  • Figure 35: Pigeon brand analysis
                                                                                • Frog Prince association
                                                                                  • Figure 36: Frog Prince brand analysis
                                                                                • Giving association
                                                                                  • Figure 37: Giving brand analysis
                                                                                  • Figure 38: Giving brand users by income
                                                                                • Elsker association
                                                                                  • Figure 39: Elsker brand analysis
                                                                                  • Figure 40: Elsker brand user by age
                                                                              • The Perception of Product Safety

                                                                                • What does “safe” mean to mums?
                                                                                  • Figure 41: The perception of product safety, Dec 2015
                                                                                • Peer review is crucial for assuring product safety
                                                                                  • Figure 42: The perception of product safety, Dec 2015
                                                                                • The disparity perception of “safety” between ingredient worriers and ingredients savvier
                                                                                  • Figure 43: Ingredients worriers versus ingredient savvies towards safety
                                                                                  • Figure 44: Ingredients savviers by income
                                                                              • General Attitude towards Baby Personal Care

                                                                                • Peer Power
                                                                                  • Figure 45: General attitude towards baby personal care, Dec 2015
                                                                                • Opportunity for seasonal products
                                                                                  • Figure 46: Isdin Baby Skin Cold & Wind Bálsamo Facial, Spain, Q4 2015
                                                                                  • Figure 47: General attitude towards baby personal care by income, Dec 2015
                                                                                • Opportunity for pure natural products
                                                                                  • Figure 48: General attitude towards baby personal care by income, Dec 2015
                                                                                • Opportunity to offer more educational service
                                                                                • Appendix – Methodology and Definitions

                                                                                  • Methodology
                                                                                    • Market Sizing definition
                                                                                      • Fan chart forecast
                                                                                        • Correspondence analysis
                                                                                          • Figure 49: Correspondence analysis – Perception of different baby personal care brands, Dec 2015
                                                                                        • Abbreviations

                                                                                        Companies Covered

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

                                                                                        Baby Personal Care - China - June 2016

                                                                                        £3,195.84 (Excl.Tax)