Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Baby Personal Care - China - September 2017

“Dads and mums are showing similar caring about their kids and are willing to try innovations, which means opportunities for these formerly niche products. The key is how to convince parents of the effectiveness and safety of these products. Famous brand names are not that trustworthy and parents now need a combination of expertise and real parents’ real experience.”
– Alice Li, Research Analyst

This Report looks at the following areas:

  • How can baby suncare products better engage with Chinese parents?
  • Dads caring about kid as much as mums
  • Provide a combination of expertise and real experience

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Sub-group definitions
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of market value of baby personal care, China, 2012-22
            • Companies and brands
              • Figure 2: Market share of leading companies in baby personal care market, China, 2015 and 2016
            • The consumer
              • Top concerns suggest demand for more effective products
                • Figure 3: Problems when taking care of babies in the last six months, June 2017
              • Baby suncare products not the first option
                • Figure 4: Suncare methods for babies in the last six months, by importance, June 2017
              • Opportunities for baby suncare products
                • Figure 5: Attitudes towards baby suncare products, June 2017
              • Return to the experts
                • Figure 6: Purchase influencers when selecting baby personal care products, June 2017
              • Parents are following a variety of WeChat parenting public accounts
                • Figure 7: WeChat parenting public accounts, June 2017
              • Parenting experience more avidly sought than product information
                • Figure 8: Interested information from WeChat parenting public accounts, June 2017
              • What we think
              • Issues and Insights

                • How can baby suncare products better engage with Chinese parents?
                  • The facts
                    • The implications
                      • Figure 9: Bare Republic baby sun stick, US, 2017
                      • Figure 10: Be3 Sun Evolution sun protection progressive spray, Italy, 2017
                    • Dads caring about kid as much as mums
                      • The facts
                        • The implications
                          • Provide a combination of expertise and real experience
                            • The facts
                              • The implications
                                • Figure 11: Baby Dove’s Real Mums campaign, India, 2017
                            • The Market – What You Need to Know

                              • Continuous double-digit growth in the market
                                • Future growth still relies on premiumisation
                                  • Baby shower products lead category growth
                                  • Market Size and Forecast

                                    • Enjoying dynamic value growth
                                      • Figure 12: Market value of baby personal care, by segment, China, 2013-17 (est)
                                      • Figure 13: Best- and worst-case forecast of market value of baby personal care, China, 2012-22
                                  • Market Drivers

                                    • More newborns expected, especially from affluent families
                                      • Figure 14: Intention to have a second child, by monthly household income, 2016 vs 2017
                                    • Premiumisation trend from budget to mass/masstige products
                                      • Figure 15: New baby personal care product launches, by price tier, China, 2015-17 (till August)
                                    • The evolving e-commerce fuels market growth
                                      • Growing parenting knowledge brings opportunity for niche products
                                        • Figure 16: Example of Mustela’s baby balm for air-conditioned summertime, China, 2017
                                    • Market Segmentation

                                      • Baby skincare commands the largest share of sales
                                        • Figure 17: Market value and annual growth rate of baby personal care market, by segment, China, 2015-17 (est)
                                        • Figure 18: Best- and worst-case forecast of market value of baby skincare, China, 2012-22
                                      • Growth in baby bath and soap outpaces other segments
                                        • Figure 19: Best- and worst-case forecast of market value of baby bath and soap, China, 2012-22
                                      • Relatively lacking momentum in baby haircare segment
                                        • Figure 20: Best- and worst-case forecast of market value of baby haircare, China, 2012-22
                                    • Key Players – What You Need to Know

                                      • Companies with premium brands performed better in 2016
                                        • Specialised mother and babycare store is going to be the next battlefield
                                          • Niche sub-categories hold potential
                                          • Market Share

                                            • Leading companies lost share to newcomers
                                              • Figure 21: Market share of leading companies in baby personal care market, China, 2015 and 2016
                                            • Companies with premium brands drive growth
                                            • Competitive Strategies

                                              • Scientific evidence is a must-have in marketing communications
                                                • Figure 22: Product information on Sanosan’s official website, China, 2017
                                                • Figure 23: Scientific result shown by Johnson’s Baby, China, 2017
                                              • Emphasise offline channels again
                                              • Who’s Innovating?

                                                • China vs mature markets
                                                  • Figure 24: Top claims in new baby personal care product launches, China, South Korea, Japan, US and UK, 2016
                                                • Niche sub-categories on the rise
                                                  • Figure 25: New baby personal care product launches, by sub-category, China, 2014-16
                                                • Product innovation worth noticing
                                                  • Non-Nano Sun Cushion for babies
                                                    • Figure 26: Jerry’s Baby Non-Nano Sun Cushion, South Korea, 2017
                                                  • Organic claims
                                                    • Figure 27: Examples of organic baby personal care products, Australia and Japan, 2016
                                                  • Talc-free claims
                                                    • Figure 28: Examples of talc-free baby powder, China and Philippines, 2016-17
                                                  • Long-lasting moisture for sensitive skin
                                                    • Figure 29: La Roche-Posay Lipikar 48H protection and care lotion, Germany, 2017
                                                  • Sheet mask for babies
                                                    • Figure 30: Goongsecret Sticker Soothing Pack, South Korea, 2016
                                                • The Consumer – What You Need to Know

                                                  • Skin sensitivity and rashes are the most common skin concerns
                                                    • Avoiding sun exposure is the first suncare option
                                                      • Parents have concerns as well as interests in suncare products
                                                        • Professional advice is the most influential
                                                          • One in five parents are following Babytree
                                                            • Parenting experience is avidly sought
                                                            • Problems When Taking Care of Babies

                                                              • Brands need to provide enjoyable bath/shower experience
                                                                • Figure 31: Problems when taking care of babies in the last six months, June 2017
                                                              • Skin sensitivity and rashes are the top two skin concerns
                                                                • Babies aged 7-12 months suffering more from skin problems…
                                                                  • Figure 32: Problems when taking care of babies in the last six months, by baby age, June 2017
                                                                • …while hair concerns don’t differ across baby ages
                                                                • Suncare Methods

                                                                  • Avoiding sun exposure is considered the most important suncare method
                                                                    • Figure 33: Suncare methods for babies in the last six months, by importance, June 2017
                                                                  • Slightly polarised attitudes towards suncare products
                                                                    • Parents aged 25-29 have different opinions
                                                                      • Figure 34: Most important suncare method for babies in the last six months, by age, June 2017
                                                                  • Attitudes towards Baby Suncare Products

                                                                    • Concerns and interests coexist
                                                                      • Figure 35: Attitudes towards baby suncare products, June 2017
                                                                    • Only use it when necessary
                                                                      • Suncare products appeal to parents with babies suffering from dry skin
                                                                        • Figure 36: Attitudes towards baby suncare products, by baby’s skin problem, June 2017
                                                                      • Dads and mums have similar attitudes towards baby suncare products overall
                                                                        • Figure 37: Attitudes towards baby suncare products, by gender, June 2017
                                                                    • Purchase Influencers

                                                                      • Expert guidance highly valued
                                                                        • Figure 38: Purchase influencers when selecting baby personal care products, June 2017
                                                                      • The older generation hasn’t gone out of date yet
                                                                        • Figure 39: The older generation as an influencer that ‘will affect my purchase decision’ when selecting baby personal care products, by demographics, June 2017
                                                                      • Parents from Chengdu tend to trust brands
                                                                        • Figure 40: Purchase influencers that ‘will affect my purchase decision’ when selecting baby personal care products, by tier one city, June 2017
                                                                      • Dads listen to people around, while mums are KOL followers
                                                                        • Figure 41: Purchase influencers that ‘will affect my purchase decision’ when selecting baby personal care products, female vs male (as benchmark), June 2017
                                                                    • WeChat Public Accounts

                                                                      • Diversified choices for WeChat parenting public accounts
                                                                        • Figure 42: WeChat parenting public accounts, June 2017
                                                                      • Babytree dominates
                                                                        • Figure 43: Examples of content from Babytree WeChat public account, China, 2017
                                                                      • Mature parents are main followers of Babytree
                                                                        • Figure 44: Followers of Babytree, by gender and age, June 2017
                                                                    • Interested Information from WeChat Public Accounts

                                                                      • Parents look for experience sharing more than product information
                                                                        • Figure 45: Interested information from WeChat parenting public accounts, June 2017
                                                                      • Dads are more interested in parent-child activities information
                                                                        • Young parents don’t pay much attention to product recommendations and promotions
                                                                          • Figure 46: Interested information from WeChat parenting public accounts, by age, June 2017
                                                                      • Meet the Mintropolitans

                                                                        • Mintropolitans are more open and also more cautious
                                                                          • Figure 47: Attitudes towards baby suncare products, by consumer classification, June 2017
                                                                        • Professionals’ advice is more valuable to Mintropolitans
                                                                          • Figure 48: Purchase influencers that ‘will affect my purchase decision’ when selecting baby personal care products, by consumer classification, June 2017
                                                                        • Mintropolitans actively seeking information from WeChat public accounts
                                                                          • Figure 49: Information from WeChat parenting public accounts, by consumer classification, June 2017
                                                                      • Appendix – Market Size and Forecast

                                                                          • Figure 50: Market value of baby personal care, China, 2012-22
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Fan chart forecast
                                                                            • Abbreviations

                                                                            Companies Covered

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

                                                                            Baby Personal Care - China - September 2017

                                                                            US $3,990.00 (Excl.Tax)