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Baby Personal Care - China - October 2013

“Having grown up in times of modern consumerism and popular media, the Post-80s generation mums have a radically different lifestyle. These unique features demand brands and retailers to rethink the strategy of marketing to modern mums. Understanding the way that they blend the online and offline world is crucial.”

– Wenwen Chen, Research Analyst

In this report we answer the following key themes and issues:

  • In the post baby milk scandal era it is assumed consumers worries about safety problems remain high, understanding what kind of product attributes or functions mothers are looking for when buying can reverse this trend.
  • The high likelihood of safety problems in baby products in recent years has posed a serious threat to babies and children’s health. It is important to understand Chinese mothers buying criteria, buying process as well as knowing how to gain back their trust through different communication platforms.
  • Having grown up in times of modern consumerism and popular media, many Post-80s single-child mums are inclined to spend large amounts of investment on their offspring. The Post-80s mums have a radically different approach to shopping for their babies. Understanding the way that they blend the online and offline world will change the way operators attract customers.

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

            • The market
              • Market size and forecast
                • The future
                  • Figure 1: Best- and worst-case forecast for China value sales of baby personal care market, 2008-18
                • Companies and brands
                  • The consumer
                    • Baby personal care category penetration is on the rise
                      • Figure 2: Frequency of using baby care products, April 2013
                    • The variation of usage frequency according to a baby’s age
                      • Brand loyalty highest when babies are at their youngest
                        • Figure 3: Number of baby care products bought in past 12 months, April 2013
                      • Product extension based on a baby’s age
                        • Figure 4: Attitude towards purchasing baby care products, April 2013
                      • Advertising and marketing communication online is vital
                        • Rebuild trust
                          • Make bath time fun
                            • Figure 5: Attitude towards baby care products, April 2013
                          • Key issues
                            • Opportunities for product premiumisation
                              • Figure 6: Attitudes towards pay a premium
                            • Nurturing customer relationships from an early stage
                              • Building trust via content marketing
                                • What we think
                                • The Market

                                  • Key points
                                    • Market size and forecast
                                      • Figure 7: Baby personal care China market in value, 2008-12
                                    • The future
                                      • Figure 8: Best- and worst-case forecast for China value sales of baby personal care market, 2008-18
                                    • Market drivers
                                      • The silver lining behind the declining birth rate
                                        • Figure 9: Major statistics of China population
                                        • Figure 10: Total population and its natural growth rate, 2011
                                      • One child, six incomes
                                          • Figure 11: The image of little emperor, a child looked after by two workers during a travel to Huang Mountain, May 2013
                                        • Heated competition
                                            • Figure 12: Liushen Baobao shower gel, Q4, 2012
                                            • Figure 13: Elsker and Lovology products are popular
                                          • Heightened education
                                            • What it means
                                            • Companies and Brands

                                              • Key points
                                                • Major players
                                                  • Figure 14: China baby personal care market company retail market share, by value (%), 2011-12
                                                • Domestic players remain competitive in lower tier cities
                                                  • Brands
                                                    • J&J
                                                        • Figure 15: Johnson's Body Care Oxygen Fresh Moisturising Lotion, Q2 2012
                                                      • Frog Prince
                                                        • Figure 16: Frog Prince Nourishing Hair & Body Wash featuring its trademark cartoon icon, Q2 2012
                                                        • Figure 17: Frog Prince Mild Ultra Care Lotion featuring Kelly Chen, Q1 2013
                                                      • Yumeijing
                                                        • Figure 18: Yumeijing baby shampoo package rejuvenation from left to right: 2013 Q2 and 2007 Q2
                                                        • Figure 19: Yuing Fon baby ultra-care lotion, Q2 2012
                                                      • Pigeon
                                                        • Figure 20: Pigeon has a large portfolio of products from left to right: Baby diapers, lotion, cooling stripes and detergent for baby’s clothes, 2012-13
                                                      • Advertising and innovation
                                                        • Less is more
                                                          • Figure 21: Total baby personal care products launched by claim, 2008-12
                                                          • Figure 22: Dodobaby bath product contains organic fruits extract, lavender extract, chamomile extract, Q4 2012
                                                          • Figure 23: New Mom Pure Baby Care Cream is said to be natural organic, Q4 2012
                                                        • Cultivating a routine
                                                          • Figure 24: Johnson & Johnson Johnson's Baby Bedtime oil, Q1 2012
                                                          • Figure 25: Pigeon Moisturizing Lotion for Kids is suitable for children above three years old, Q1 2009
                                                          • Figure 26: Elsker Dreamworks Kung Fu Panda 2 for Children Boy Body Emulsion, Q2 2012
                                                          • Figure 27: Avent new baby care range specially designed for new born babies up to six months old, Q2 2013
                                                        • What it means
                                                        • The Consumer – Product Usage and Frequency

                                                          • Key points
                                                            • Baby personal care category penetration is on the rise
                                                              • Figure 28: Frequency of using baby care products, April 2013
                                                            • The variation of usage frequency according to a baby’s age
                                                                • Figure 29: Frequency of using baby nappy cream, April 2013
                                                                • Figure 30: Frequency of using baby hand wash, April 2013
                                                              • Usage disparity amongst cities
                                                                • Figure 31: Frequency of using baby shampoo by cities, April 2013
                                                                • Figure 32: Frequency of using baby shower gel by cities, April 2013
                                                                • Figure 33: Frequency of using baby body lotion by cities, April 2013
                                                              • The product usage regime presents cross-selling opportunities
                                                                • Figure 34: Frequency of using baby care shampoo cross-tab analysis, April 2013
                                                            • The Consumer – Baby Care Brands Purchased and Repertoire Analysis

                                                              • Key points
                                                                • Brand loyalty highest when babies are at their youngest
                                                                  • Figure 35: Number of baby care products bought in past 12 months, April 2013
                                                                  • Figure 36: Number of baby care products bought in past 12 months by income groups, April 2013
                                                                  • Figure 37: Number of baby care products bought in past 12 months by baby’s age, April 2013
                                                                • Top consideration factors not affected by brand repertoire
                                                                    • Figure 38: Top consideration factors when purchasing baby care products, by repertoire of baby care brands ever purchased, April 2013
                                                                    • Figure 39: Important product attributes when purchasing baby care products, by repertoire of baby care brands ever purchased, April 2013
                                                                  • Focus on customer acquisition is essential for growth
                                                                    • Figure 40: Baby care brands ever purchased, April 2013
                                                                    • Figure 41: Baby care brands purchased most often, April 2013
                                                                    • Figure 42: Baby care brands ever purchased, by repertoire of baby care brands ever purchased, April 2013
                                                                    • Figure 43: Top consideration factors when purchasing baby care products, by baby care brands purchased most often, April 2013
                                                                • The Consumer – Top Consideration Factors When Purchasing Baby Care Products

                                                                  • Key points
                                                                    • Non-Irritant ingredients ranked as the most important factor
                                                                        • Figure 44: Top consideration factors when purchasing baby care products
                                                                        • Figure 45: Top consideration factors when purchasing baby care products, by Frequency of using baby care products, April 2013
                                                                      • Product attributes sought after reflect the major concern of product safety
                                                                        • Figure 46: Important product attributes when purchasing baby care products, April 2013
                                                                        • Figure 47: Important product attributes when purchasing baby care products, by incomes, April 2013
                                                                        • Figure 48: Important product attributes when purchasing baby care products, by incomes, April 2013
                                                                    • The Consumer – Attitudes towards Purchasing Baby Care Products

                                                                      • Key points
                                                                        • Product extension based on a baby’s age
                                                                          • Figure 49: Attitude towards purchasing baby care products, April 2013
                                                                        • Advertising and marketing communication online is vital
                                                                          • Rebuild trust
                                                                          • The Consumer – Attitude towards Baby Care Products

                                                                            • Key points
                                                                              • Make bath time fun
                                                                                • Figure 50: Attitude towards baby care products, April 2013
                                                                                • Figure 51: The Face Shop Eco Kids, Q1 2010
                                                                              • Cross-selling and premiumisation opportunity
                                                                                  • Figure 52: Pigeon Organics baby oil, Q4 2012
                                                                              • Key issue – Opportunities for Product Premiumisation

                                                                                • Key points
                                                                                  • Move to a more emotional approach
                                                                                    • Figure 53: Attitudes towards pay a premium
                                                                                  • Make it fun for mums too
                                                                                      • Figure 54: Attitude towards baby care products, April 2013
                                                                                      • Figure 55: packaging featuring playful benefits is a common approach: left: Jabon Liquido para Tina de Baño (Bubble Bath), middle: Disney Pixar Toy Story Squashy Washy, right: Disney Pixar Toy Story 3D Bath & Shower Gel, 2010-2013
                                                                                    • Using the latest technology
                                                                                      • Figure 56: Diageo Jonnie Walker digitalise the bottle with a QR code on the bottle
                                                                                    • Make it a fashion statement
                                                                                      • Figure 57: The latest TV series is inspired by the Post-80s mums, Q3 2013
                                                                                      • Figure 58: Attitudes towards a baby’s image
                                                                                      • Figure 59: A Chinese la ma sharing a moment with her son on wechat, Q2 2013
                                                                                      • Figure 60: Natural science mama & kids featuring cartoon series Gaspard et Lisa, Japan, Q2 2013
                                                                                      • Figure 61: Mandom kids shower gel featuring iconic angry bird well-known by mums, Indonesia, Q2 2013
                                                                                      • Figure 62: Launched for Christmas 2013, BBC Doctor Who Dalek Bath Army, Q3 2013
                                                                                    • What it means
                                                                                    • Key issue – Nurturing Customer Relationships from an Early Stage

                                                                                      • Key points
                                                                                        • Manage customer loyal programme
                                                                                          • Figure 63: Attitude towards purchasing baby care products, April 2013
                                                                                          • Figure 64: Repertoire of baby care brands ever purchased, April 2013
                                                                                          • Figure 65: Kellogg's Rice Krispies offers a family reward code on its packaging
                                                                                        • Targeting from mother-to-be stage
                                                                                          • Pampering mums
                                                                                            • What it means
                                                                                            • Key issue – Building Trust via Content Marketing

                                                                                              • Key points
                                                                                                • Figure 66: Attitudes towards purchasing baby care products, April 2013
                                                                                              • Rebuilding trust
                                                                                                  • Figure 67: Elsker is a good example of content marketing to engage customer with its brand value, Q4 2012
                                                                                                • Shareability strategy and friend-sourcing
                                                                                                  • Figure 68: Attitude towards purchasing baby care products, April 2013
                                                                                                  • Figure 69: Proportion of heavy users of social media sites, by having children February 2013
                                                                                                  • Figure 70: A mum is sharing her son’s toy collection via wechat
                                                                                                • Aligning the online and offline experience
                                                                                                  • Figure 71: Mums shopping behaviours, April 2013 and July 2013
                                                                                                  • Figure 72: A mum is sharing her son’s experience with in Pizza Hut via wechat
                                                                                                • What it means
                                                                                                • Appendix

                                                                                                  • Frequency of using baby care products
                                                                                                    • Figure 73: Frequency of using baby care products, April 2013
                                                                                                    • Figure 74: Frequency of using baby care products, April 2013
                                                                                                    • Figure 75: Most popular frequency of using baby shampoo products, by demographics, April 2013
                                                                                                    • Figure 76: Next most popular frequency of using baby shampoo products, by demographics, April 2013
                                                                                                    • Figure 77: Most popular frequency of using baby soap products, by demographics, April 2013
                                                                                                    • Figure 78: Next most popular frequency of using baby soap products, by demographics, April 2013
                                                                                                    • Figure 79: Most popular frequency of using baby shower gel products, by demographics, April 2013
                                                                                                    • Figure 80: Next most popular frequency of using baby shower gel products, by demographics, April°2013
                                                                                                    • Figure 81: Most popular frequency of using baby body powder products, by demographics, April 2013
                                                                                                    • Figure 82: Next most popular frequency of using baby body powder products, by demographics, April 2013
                                                                                                    • Figure 83: Most popular frequency of using body lotion/cream products, by demographics, April°2013
                                                                                                    • Figure 84: Next most popular frequency of using body lotion/cream products, by demographics, April 2013
                                                                                                    • Figure 85: Most popular frequency of using baby suncare products, by demographics, April 2013
                                                                                                    • Figure 86: Next most popular frequency of using baby suncare products, by demographics, April 2013
                                                                                                    • Figure 87: Most popular frequency of using baby oil products, by demographics, April 2013
                                                                                                    • Figure 88: Next most popular frequency of using baby oil products, by demographics, April 2013
                                                                                                    • Figure 89: Most popular frequency of using baby nappy cream products, by demographics, April 2013
                                                                                                    • Figure 90: Next most popular frequency of using baby nappy cream products, by demographics, April°2013
                                                                                                    • Figure 91: Most popular frequency of using baby insect repellent products, by demographics, April 2013
                                                                                                    • Figure 92: Next most popular frequency of using baby insect repellent products, by demographics, April 2013
                                                                                                    • Figure 93: Most popular frequency of using hand wash/liquid soap for toddlers products, by demographics, April 2013
                                                                                                    • Figure 94: Next most popular frequency of using hand wash/liquid soap for toddlers products, by demographics, April 2013
                                                                                                • Baby Care Brands Ever Purchased

                                                                                                    • Figure 95: Baby care brands ever purchased, April 2013
                                                                                                    • Figure 96: Most popular baby care brands ever purchased, by demographics, April 2013
                                                                                                    • Figure 97: Next most popular baby care brands ever purchased, by demographics, April 2013
                                                                                                  • Repertoire analysis
                                                                                                    • Figure 98: Repertoire of baby care brands ever purchased, April 2013
                                                                                                    • Figure 99: Repertoire of baby care brands ever purchased, by demographics, April 2013
                                                                                                    • Figure 100: Top consideration factors when purchasing baby care products, by repertoire of baby care brands ever purchased, April 2013
                                                                                                • Baby Care Brands Purchased Most Often

                                                                                                    • Figure 101: Baby care brands purchased most often, April 2013
                                                                                                    • Figure 102: Most popular baby care brands purchased most often, by demographics, April 2013
                                                                                                    • Figure 103: Next most popular baby care brands purchased most often, by demographics, April 2013
                                                                                                    • Figure 104: Top consideration factors when purchasing baby care products, by baby care brands purchased most often, April 2013
                                                                                                • Top Consideration Factors When Purchasing Baby Care Products

                                                                                                    • Figure 105: Top consideration factors when purchasing baby care products, April 2013
                                                                                                    • Figure 106: Most popular top consideration factors when purchasing baby care products – Rank 1, by demographics, April 2013
                                                                                                    • Figure 107: Next most popular top consideration factors when purchasing baby care products – Rank 1, by demographics, April 2013
                                                                                                    • Figure 108: Most popular top consideration factors when purchasing baby care products – Rank 2, by demographics, April 2013
                                                                                                    • Figure 109: Next most popular top consideration factors when purchasing baby care products – Rank 2, by demographics, April 2013
                                                                                                    • Figure 110: Most popular top consideration factors when purchasing baby care products – Rank 3, by demographics, April 2013
                                                                                                    • Figure 111: Next most popular top consideration factors when purchasing baby care products – Rank 3, by demographics, April 2013
                                                                                                • Important Product Attributes When Purchasing Baby Care Products

                                                                                                    • Figure 112: Important product attributes when purchasing baby care products, April 2013
                                                                                                    • Figure 113: Most popular important product attributes when purchasing baby care products, by demographics, April 2013
                                                                                                    • Figure 114: Next most popular important product attributes when purchasing baby care products, by demographics, April 2013
                                                                                                    • Figure 115: Important product attributes when purchasing baby care products, by most popular frequency of using baby shampoo products, April 2013
                                                                                                    • Figure 116: Important product attributes when purchasing baby care products, by next most popular frequency of using baby shampoo products, April 2013
                                                                                                    • Figure 117: Important product attributes when purchasing baby care products, by most popular frequency of using baby soap products, April 2013
                                                                                                    • Figure 118: Important product attributes when purchasing baby care products, by next most popular frequency of using baby soap products, April 2013
                                                                                                    • Figure 119: Important product attributes when purchasing baby care products, by most popular frequency of using baby shower gel products, April 2013
                                                                                                    • Figure 120: Important product attributes when purchasing baby care products, by next most popular frequency of using baby shower gel products, April 2013
                                                                                                    • Figure 121: Important product attributes when purchasing baby care products, by most popular frequency of using baby body powder products, April 2013
                                                                                                    • Figure 122: Important product attributes when purchasing baby care products, by next most popular frequency of using baby body powder products, April 2013
                                                                                                    • Figure 123: Important product attributes when purchasing baby care products, by most popular frequency of using body lotion/cream products, April 2013
                                                                                                    • Figure 124: Important product attributes when purchasing baby care products, by next most popular frequency of using body lotion/cream products, April 2013
                                                                                                    • Figure 125: Important product attributes when purchasing baby care products, by most popular frequency of using baby suncare products, April 2013
                                                                                                    • Figure 126: Important product attributes when purchasing baby care products, by next most popular frequency of using baby suncare products, April 2013
                                                                                                    • Figure 127: Important product attributes when purchasing baby care products, by most popular frequency of using baby oil products, April 2013
                                                                                                    • Figure 128: Important product attributes when purchasing baby care products, by next most popular frequency of using baby oil products, April 2013
                                                                                                    • Figure 129: Important product attributes when purchasing baby care products, by most popular frequency of using baby nappy cream products, April 2013
                                                                                                    • Figure 130: Important product attributes when purchasing baby care products, by next most popular frequency of using baby nappy cream products, April 2013
                                                                                                    • Figure 131: Important product attributes when purchasing baby care products, by most popular frequency of using baby insect repellent products, April 2013
                                                                                                    • Figure 132: Important product attributes when purchasing baby care products, by next most popular frequency of using baby insect repellent products, April 2013
                                                                                                    • Figure 133: Important product attributes when purchasing baby care products, by most popular frequency of using hand wash/liquid soap for toddlers products, April 2013
                                                                                                    • Figure 134: Important product attributes when purchasing baby care products, by next most popular frequency of using hand wash/liquid soap for toddlers products, April 2013
                                                                                                • Attitude towards Purchasing Baby Care Products

                                                                                                    • Figure 135: Attitude towards purchasing baby care products, April 2013
                                                                                                    • Figure 136: Most popular attitude towards purchasing baby care products, by demographics, April 2013
                                                                                                    • Figure 137: Next most popular attitude towards purchasing baby care products, by demographics, April 2013
                                                                                                • Attitude towards Baby Care Products

                                                                                                    • Figure 138: Attitude towards baby care products, April 2013
                                                                                                    • Figure 139: Most popular attitude towards baby care products, by demographics, April 2013
                                                                                                    • Figure 140: Next most popular attitude towards baby care products, by demographics, April 2013

                                                                                                Companies Covered

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                                                                                                Baby Personal Care - China - October 2013

                                                                                                £3,195.84 (Excl.Tax)