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Babycare - China - November 2014

“The relaxation of the one-child policy in 2013 will result in more newborns in the future. This coupled with increasingly disposable income and growing appreciation towards babycare products will foresee growth of China’s blooming babycare market from RMB 4,283 million in 2013 to reach RMB 8,871 million in 2019 with a CAGR of 15.4% from 2014-19.

Sophisticated mothers (ie higher education/income/tier cities and working) are core users of babycare products and are also those with higher demands towards products’ ingredient safety and functionality. These mothers are also active online shoppers that tend to use online sources to search production information.

However, offline channels remain important, especially mother and babycare stores which can provide expert human advice for less experienced parents.”
– Eileen Ngieng, Senior Research Analyst

This report looks at the following areas

  • Will edible claim be the future trend?
  • Nurturing the usage habits of speciality babycare products
  • Is online shopping going to replace bricks-and-mortar stores?

 

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Retail value of China’s babycare market, 2009-19
                • Figure 2: Retail value of China’s babycare market, by segment, 2009-14
              • Companies and brands
                • Figure 3: Market share of top companies in babycare, by value % share, 2013
              • The consumer
                • More room to grow usage rate in niche segments
                  • Figure 4: Babycare products used in the last six months, August 2014
                • A signifcant gap in meeting ingredient needs
                  • Figure 5: Consumer interest in ingredient innovation vs new product launches in babycare, China, 2011- Oct14
                • Offline purchasing channels remain important
                  • Figure 6: Purchase channels for babycare products, August 2014
                • The must-have and nice-to-have product attributes in babycare
                  • Figure 7: Must-have and nice-to-have purchase consideration factors for babycare products, August 2014
                • Peers and professionals are the most important information channels
                  • Figure 8: Information search and awareness channels for babycare products, August 2014
                • Attitudes towards Babycare Products
                  • Figure 9: General attitudes towards babycare products, August 2014
                • Key Issues
                  • Will edible claim be the future trend?
                    • Nurturing the usage habits of speciality babycare products
                      • Is online shopping going to replace bricks-and-mortar stores?
                        • What We Think
                        • Issues and Insights

                            • Will edible claim be the future trend?
                              • The facts
                                • The implications
                                  • Nurturing the usage habits of speciality babycare products
                                    • The facts
                                      • The implications
                                        • Is online shopping going to replace bricks-and-mortar stores?
                                          • The facts
                                            • The implications
                                            • Trend Applications

                                                • Life Hacking
                                                  • Return to the Experts
                                                    • Prove it
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Market size
                                                          • Figure 10: Retail value of China’s babycare market, 2009-14
                                                        • Market drivers
                                                          • More newborns expected with relaxation of one-child policy
                                                            • Increase in disposable income further fuels the market
                                                              • Increased product knowledge
                                                                • Greater demand for better pollution protection
                                                                  • Online retailing powering consumption
                                                                    • Market barriers
                                                                      • Product safety issues still pose challenges
                                                                        • Gaps still exist across income levels and city tiers
                                                                          • Market forecast
                                                                            • Figure 11: Retail value of China’s babycare market, 2009-19
                                                                          • Methodology
                                                                          • Market Segmentation

                                                                            • Key points
                                                                              • Non-soap and bath products lead the growth
                                                                                • Figure 12: China babycare segment size and growth, 2009-14
                                                                                • Figure 13: Retail value of soap and bath segment, 2009-19
                                                                                • Figure 14: Retail value of other non-soap and bath toiletries, 2009-19
                                                                            • Market Share

                                                                              • Key points
                                                                                • Top five companies account for about four fifths of the market
                                                                                  • Figure 15: China babycare retail market share, by value (%), 2011-13
                                                                              • Who’s Innovating?

                                                                                • Key points
                                                                                  • Existing players increased investment in the market
                                                                                    • Figure 16: New product launches in China babycare market, by launch type, 2012-14
                                                                                  • Bodycare, shower products and facial care attract the most competition
                                                                                    • Figure 17: Share of new product launches in China babycare market, by segment, 2012-14
                                                                                  • Safety assurance still tops claim list
                                                                                    • Figure 18: Top product claims in China babycare new product launch, 2012-14
                                                                                  • Ingredient innovation
                                                                                    • Figure 19: Babycare product ingredients innovation, China, 2011-Oct 14
                                                                                  • More refined demographic targeting is on the rise
                                                                                    • Multifunctional products for time-pressed mothers
                                                                                      • What companies are doing
                                                                                      • Companies and Brands

                                                                                        • Johnson & Johnson Services, Inc. (J&J)
                                                                                          • China Child Care Corporation Limited
                                                                                            • Tianjin Yumeijing Group
                                                                                              • Pigeon Group
                                                                                                • Henkel (China) Co., Ltd.
                                                                                                • The Consumer – Usage of Different Babycare Products

                                                                                                  • Key points
                                                                                                    • Room for growing usage varies across segments
                                                                                                      • Figure 21: Babycare products used in the last six months, August 2014
                                                                                                    • Usage is driven by income and baby’s age
                                                                                                      • Figure 22: Selected babycare products used “once a week or more”, by age of children, August 2014
                                                                                                    • Tier one cities still lead product adoption
                                                                                                      • Figure 23: Babycare products used “once a week or more”, by city tier, August 2014
                                                                                                  • The Consumer – Ingredients Interest

                                                                                                    • Key points
                                                                                                      • A gap between consumer demand and marketing offerings
                                                                                                        • Figure 24: Consumer interest in ingredient innovation vs new product launches in babycare, China, 2011-Oct 14
                                                                                                      • Different age group, different preferences
                                                                                                        • Figure 25: Most interested babycare product ingredients, by mother and child age, August 2014
                                                                                                      • Higher earners favour more expensive ingredients
                                                                                                        • Figure 26: Most interested babycare product ingredients, by monthly personal income, August 2014
                                                                                                      • Higher income earners also desire a wider variety of ingredients
                                                                                                        • Figure 27: Repertoire of most interested babycare product ingredients, August 2014
                                                                                                    • The Consumer – Purchase Locations

                                                                                                      • Key points
                                                                                                        • Greater competition between online and offline channels
                                                                                                          • Figure 28: Purchase channels for babycare products, August 2014
                                                                                                        • Who are more likely to shop online and overseas?
                                                                                                          • Figure 29: Online purchase channels for babycare products, by demographics, August 2014
                                                                                                        • Certain offline channels show city tier preferences
                                                                                                          • Figure 30: Selected offline purchase channels for babycare products, by city, August 2014
                                                                                                        • Offline channels are invaluable for younger, inexperienced mums
                                                                                                          • Figure 31: Selected offline purchase channels for babycare products, by mother’s age, August 2014
                                                                                                      • The Consumer – Key Purchasing Factors

                                                                                                        • Key points
                                                                                                          • Ingredient safety stays utmost important
                                                                                                            • Figure 32: Must-have and nice-to-have purchase consideration factors for babycare products, August 2014
                                                                                                          • Nice-to-have factors reveal new opportunities
                                                                                                            • Higher income group look beyond “no irritation”
                                                                                                              • Figure 33: Selected must-have purchase consideration factors for babycare products, by monthly personal income, August 2014
                                                                                                            • Mothers with higher education look for more assurances
                                                                                                              • Figure 34: Selected must-have purchase consideration factors for babycare products, by educational level, August 2014
                                                                                                            • Differences among mothers of different ages
                                                                                                              • Figure 35: Selected must-have purchase consideration factors for babycare products, by mother’s age, August 2014
                                                                                                            • Baby’s age also plays a part
                                                                                                            • The Consumer – Source of Awareness and Information Search

                                                                                                              • Key points
                                                                                                                • Peers and professionals become main sources of information
                                                                                                                  • Figure 36: Source of awareness and information search channels for babycare products, August 2014
                                                                                                                • Multi-source information with an average of four channels
                                                                                                                  • Differences across demographics
                                                                                                                      • Figure 37: Information search channels for babycare products, by city, August 2014
                                                                                                                  • The Consumer – Attitudes towards Babycare Products

                                                                                                                    • Key points
                                                                                                                      • International brand is no longer the only judgement
                                                                                                                        • Figure 38: Attitudes towards babycare products, August 2014
                                                                                                                        • Figure 39: Agreement buying international brands and using imported products, by city tier, August 2014
                                                                                                                      • More demanding about functionality, but convenience stays important
                                                                                                                        • Figure 40: Attitudes towards babycare products, August 2014
                                                                                                                      • A higher interest in edible than organic
                                                                                                                        • Figure 41: Attitudes towards babycare products, August 2014
                                                                                                                        • Figure 42: Attitudes towards babycare products, by city tier, August 2014
                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                        • Figure 43: Retail value sales of babycare in China, 2009-19
                                                                                                                    • Appendix – Market Segmentation

                                                                                                                        • Figure 44: Value sales of babycare in China, by segment, 2009-19
                                                                                                                        • Figure 45: Retail value of soap and bath, 2009-19
                                                                                                                        • Figure 46: Retail value of other non-soap and bath toiletries, 2009-19
                                                                                                                    • Appendix – The Consumer – Usage of Different Babycare Products

                                                                                                                        • Figure 47: Usage frequency of different types of babycare products, August 2014
                                                                                                                        • Figure 48: Usage frequency of different types of babycare products – Soap and bath products, by demographics, August 2014
                                                                                                                        • Figure 49: Usage frequency of different types of babycare products – Baby shower gel, by demographics, August 2014
                                                                                                                        • Figure 50: Usage frequency of different types of babycare products – Baby shampoo, by demographics, August 2014
                                                                                                                        • Figure 51: Usage frequency of different types of babycare products – Baby hand wash/bar soap, by demographics, August 2014
                                                                                                                        • Figure 52: Usage frequency of different types of babycare products – Skincare products, by demographics, August 2014
                                                                                                                        • Figure 53: Usage frequency of different types of babycare products – Baby facial lotion/cream, by demographics, August 2014
                                                                                                                        • Figure 54: Usage frequency of different types of babycare products – Baby body powder, by demographics, August 2014
                                                                                                                        • Figure 55: Usage frequency of different types of babycare products – Baby body lotion/cream, by demographics, August 2014
                                                                                                                        • Figure 56: Usage frequency of different types of babycare products – Baby oil, by demographics, August 2014
                                                                                                                        • Figure 57: Usage frequency of different types of babycare products – Baby nappy cream, by demographics, August 2014
                                                                                                                        • Figure 58: Usage frequency of different types of babycare products – Baby hand cream, by demographics, August 2014
                                                                                                                        • Figure 59: Usage frequency of different types of babycare products – Baby suncare, by demographics, August 2014
                                                                                                                        • Figure 60: Usage frequency of different types of babycare products – Other products, by demographics, August 2014
                                                                                                                        • Figure 61: Usage frequency of different types of babycare products – Baby insect repellent, by demographics, August 2014
                                                                                                                        • Figure 62: Usage frequency of different types of babycare products – Baby floral water, by demographics, August 2014
                                                                                                                    • Appendix – The Consumer – Ingredients Interest

                                                                                                                        • Figure 63: Most interested babycare product ingredients, August 2014
                                                                                                                        • Figure 64: Most interested babycare product ingredients, by demographics, August 2014
                                                                                                                        • Figure 65: Next most interested babycare product ingredients, by demographics, August 2014
                                                                                                                        • Figure 66: Other interested babycare product ingredients, by demographics, August 2014
                                                                                                                      • Appendix – The Consumer – Repertoire
                                                                                                                        • Figure 67: Repertoire of most interested babycare product ingredients, by demographics, August 2014
                                                                                                                    • Appendix – The Consumer – Purchase Locations

                                                                                                                        • Figure 68: Purchase channels for babycare products, August 2014
                                                                                                                        • Figure 69: Most popular purchase channels for babycare products, by demographics, August 2014
                                                                                                                        • Figure 70: Next most popular purchase channels for babycare products, by demographics, August 2014
                                                                                                                        • Figure 71: Other purchase channels for babycare products, by demographics, August 2014
                                                                                                                    • Appendix – The Consumer – Key Purchasing Factors – Must-have

                                                                                                                        • Figure 72: Purchase consideration factors for babycare products – Must-have, August 2014
                                                                                                                        • Figure 73: Most popular purchase consideration factors for babycare products – Must-have, by demographics, August 2014
                                                                                                                        • Figure 74: Next most popular purchase consideration factors for babycare products – Must-have, by demographics, August 2014
                                                                                                                        • Figure 75: Other purchase consideration factors for babycare products – Must-have, by demographics, August 2014
                                                                                                                    • Appendix – The Consumer – Key Purchasing Factors – Nice-to-have

                                                                                                                        • Figure 76: Purchase consideration factors – Nice-to-have, August 2014
                                                                                                                        • Figure 77: Most popular purchase consideration factors – Nice-to-have, by demographics, August 2014
                                                                                                                        • Figure 78: Next most popular purchase consideration factors – Nice-to-have, by demographics, August 2014
                                                                                                                        • Figure 79: Other purchase consideration factors – Nice-to-have, by demographics, August 2014
                                                                                                                    • Appendix – The Consumer – Source of Awareness

                                                                                                                        • Figure 80: Awareness channels for babycare products, August 2014
                                                                                                                        • Figure 81: Most popular awareness channels for babycare products, by demographics, August 2014
                                                                                                                        • Figure 82: Next most popular awareness channels for babycare products, by demographics, August 2014
                                                                                                                    • Appendix – The Consumer – Information Search

                                                                                                                        • Figure 83: Information searching channels for babycare products, August 2014
                                                                                                                        • Figure 84: Most popular information searching channels for babycare products, by demographics, August 2014
                                                                                                                        • Figure 85: Next most popular information searching channels for babycare products, by demographics, August 2014
                                                                                                                    • Appendix – The Consumer – General Attitudes towards Babycare Products

                                                                                                                        • Figure 86: General attitudes towards babycare products, August 2014
                                                                                                                        • Figure 87: Most popular general attitudes towards babycare products, by demographics, August 2014
                                                                                                                        • Figure 88: Next most popular general attitudes towards babycare products, by demographics, August 2014

                                                                                                                    Companies Covered

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

                                                                                                                    Babycare - China - November 2014

                                                                                                                    £3,273.18 (Excl.Tax)