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Nappies and Baby Wipes - China - June 2013

“The nappies and baby wipes market in China continues to grow strongly and holds great future potential, but realising that potential will mean facing the challenge of improving product quality and benefits, communication with consumers, and utilizing the increasingly complex range of retail channels to connect with consumers.”

- Matthew Crabbe, Director of Research, Asia-Pacific

Some questions answered in this report include:

  • What's the total market value for nappies, diapers and baby wipes?
  • Which are the leading nappies and baby wipes manufacturers in China?
  • Which are the reasons for not using baby nappies and wipes products?
  • What are the most important factors considered when buying disposable nappies? 

 

Report Introduction:

The disposable nappies/diapers and baby wipes market has considerable growth potential still, but this will rely upon better education and communication with consumers by manufacturers, focusing on the quality, safety, functionality and convenience advantages of their products. There is also a growing need to provide wider ranges of products to suit different aged babies and toddlers, different developmental stages, such as toilet training, beginning to walk, etc, as well as product ranges to suit a wide scope of consumer income brackets.

The rapid development of organised physical and online retailing is also creating an opportunity for disposable nappies/diapers and baby wipes manufacturers to educate consumers in a wider variety of ways, and that exploring these different opportunities will be an important next step for companies, especially as market growth focus in China shifts towards emphasis on the lower tier cities.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: China - Total market value for nappies/diapers and baby wipes, 2008-18
              • Companies and brands
                • Figure 2: China – Leading nappy manufacturer market shares, by value, 2012
                • Figure 3: China – Leading baby wipe manufacturer market shares, by value, 2012
              • The consumer
                • Figure 4: Types of baby nappies and wipes used, May 2013
              • Key trends
                • Consumers use a wide range of products
                  • Figure 5: Reasons for not using baby nappies and wipes products, May 2013
                • Occasion of use influences choice of product
                  • Figure 6: Occasions when baby nappies and wipes products are used, May 2013
                • Product materials and effectiveness are key purchasing criteria
                  • Figure 7: Most important factors considered when buying disposable baby nappies, May 2013
                • Consumers demanding more choice from retailers
                    • Figure 8: Stores that consumers bought baby nappies/baby wipes from in last 12 months, May 2013
                  • What we think
                  • The Market

                    • Key points
                      • Total market size
                          • Figure 9: China - Total market value for nappies/diapers and baby wipes, 2008-18
                        • Sector sizes
                            • Figure 10: China - Total market value for nappies/diapers, 2008-18
                            • Figure 11: China - Total market value for baby wipes, 2008-18
                          • Key demographic trends
                            • Figure 12: China – % breakdown of population, by broad age group, 2002/2011
                          • Increased education levels positively influence the market
                            • Regional differences in market requirements
                              • Domestic industry
                                • Figure 13: 5 most important factors considered when buying disposable baby nappies, May 2013
                                • Figure 14: 10 leading new product launch claims for baby wipes, % of total, 2010-13
                              • The retail structure of China is evolving
                                • Figure 15: Stores where consumers have bought baby nappies/baby wipes from in last 12 months, May 2013
                                • Figure 16: Supermarkets’ and hypermarkets’ retail market significance, 2007-12
                                • Figure 17: Total B2C online retail market breakdown, by broad product sectors, by value, 2010-12
                              • Department stores show sales growth
                                • Figure 18: Department store retailing market value and number of outlets, by broad sector, 2007-12
                              • Market opportunities
                              • Companies and Brands

                                • Key points
                                  • Nappy/diaper sector shares
                                    • Figure 19: China – Leading nappy manufacturer value market shares, 2010-12
                                  • Bay wipe sector shares
                                    • Figure 20: China – Leading baby wipe manufacturer value market shares, 2010-12
                                  • Leading company profiles
                                    • Procter & Gamble
                                      • Figure 21: Procter & Gamble financial results, 2010-12
                                    • Unicharm Corporation
                                      • Figure 22: Unicharm Corporation financial results, 2011-12
                                    • Hengan International Group
                                      • Figure 23: Hengan International Group financial results, 2011-12
                                    • Kimberly-Clark Corporation
                                        • Figure 24: Kimberly-Clark financial results, 2010-12
                                      • Johnson & Johnson China
                                          • Figure 25: Johnson & Johnson financial results, 2010-12
                                      • The Consumer

                                        • Key points
                                          • Still considerable room to increase market penetration
                                            • Figure 26: Per capita nappies/diapers and baby wipes spending on children aged 0-4, 2007-12
                                            • Figure 27: Types of baby nappies and wipes used, May 2013
                                          • Reasons for not using nappies/diapers and baby wipes
                                            • Figure 28: Reasons for not using baby nappies and wipes products, May 2013
                                          • Occasions baby nappies and wipes products are used
                                              • Figure 29: Occasions baby nappies and wipes products are used, May 2013
                                            • Most important factors considered when buying disposable nappies/baby wipes
                                              • Figure 30: Most important factor considered when buying disposable baby nappies, May 2013
                                              • Figure 31: Most important factors considered when buying baby wipes, May 2013
                                            • Stores consumers bought nappies/baby wipes from in last 12 months
                                              • Figure 32: Stores that consumers bought baby nappies/baby wipes from in last 12 months, May 2013
                                            • Statements agreed on baby nappies and wipes
                                                • Figure 33: Agreement with consumer statements on baby nappies and wipes, May 2013
                                            • Key Issue – Consumers Use a Wide Range of Products

                                              • Key points
                                                • Traditional split-pants use persists
                                                  • Figure 34: Types of baby nappies and wipes used, May 2013
                                                  • Figure 35: Types of baby nappies and wipes used, by education level, May 2013
                                                  • Figure 36: Types of baby nappies and wipes used, by monthly household income group, May 2013
                                                • Product claims key to consumer purchasing decisions
                                                    • Figure 37: New product feature claims made for nappies/diapers, 2008-12
                                                    • Figure 38: New product claims in baby wipes, 2008-12
                                                    • Figure 39: New product attribute claims made for nappies/diapers, 2008-12
                                                  • Age of child determines products used
                                                      • Figure 40: Types of baby nappies and wipes used, by age of youngest child in household, May 2013
                                                      • Figure 41: Reasons for not using baby nappies and wipes products, May 2013
                                                    • What it means
                                                    • Key Issue – Occasion of Use Influences Choice of Product

                                                      • Key points
                                                        • Daytime at-home use dominated by open-seat pants
                                                          • Figure 42: Occasions baby nappies and wipes products are used, May 2013
                                                        • Price still a hurdle for lower income groups
                                                          • Figure 43: Occasions baby nappies and wipes products are used, by monthly household income group, May 2013
                                                          • Figure 44: Occasions baby nappies and wipes products are used, by city tier, May 2013
                                                        • Daytime and outdoor use potential growth area for disposables
                                                          • Figure 45: Occasions baby nappies and wipes products are used, by age of youngest child in household, May 2013
                                                        • Education still key to increasing market penetration for disposables
                                                            • Figure 46: Types of baby nappies and wipes currently used, by Occasions baby nappies and wipes products are used, May 2013
                                                          • What it means
                                                          • Key Issue – Product Materials and Effectiveness are Key Purchasing Criteria

                                                            • Key points
                                                              • Materials used and product feel of key importance to consumers
                                                                  • Figure 47: Most important factor considered when buying disposable baby nappies, May 2013
                                                                  • Figure 48: Most important factor considered when buying baby wipes, May 2013
                                                                • The significance of income on feature choice by consumers
                                                                  • Figure 49: Most important factors considered when buying disposable baby nappies, by monthly household income group, May 2013
                                                                  • Figure 50: Most important factors considered when buying baby wipes, by monthly household income group, May 2013
                                                                • Key features sought by consumers according to product
                                                                  • Figure 51: Types of baby nappies and wipes used, by most important factors considered when buying disposable baby nappies, May 2013
                                                                • What it means
                                                                • Key Issue – Consumers Demanding More Choice from Retailers

                                                                  • Key points
                                                                    • Supermarkets/hypermarkets challenged by mother & baby chains
                                                                        • Figure 52: Stores where consumers have bought baby nappies/baby wipes from in last 12 months, May 2013
                                                                      • Consumer retail choices when buying nappies/diapers
                                                                        • Figure 53: Stores that consumers bought baby nappies from in the last 12 months, by age group, May 2013
                                                                        • Figure 54: Stores that consumers bought baby nappies from in the last 12 months, by monthly household income group, May 2013
                                                                        • Figure 55: Stores that consumers bought baby nappies from in the last 12 months, by age of youngest child in household, May 2013
                                                                        • Figure 56: Stores that consumers bought baby nappies from in the last 12 months, by city tier, May 2013
                                                                        • Figure 57: Stores that consumers bought baby nappies from in the last 12 months, by city, May 2013
                                                                      • Private-label emerges in the sector
                                                                        • What it means
                                                                        • Appendix – Types of Baby Nappies and Wipes Used

                                                                            • Figure 58: Types of baby nappies and wipes used, May 2013
                                                                            • Figure 59: Pants-type disposable diaper and tape-type disposable diaper, by demographics, May 2013
                                                                            • Figure 60: Cloth diaper and split-pants, by demographics, May 2013
                                                                            • Figure 61: Baby wipes and general wipes, by demographics, May 2013
                                                                        • Appendix – Reasons for Not Using Baby Nappies and Wipes Products

                                                                            • Figure 62: Reasons for not using baby nappies and wipes products, May 2013
                                                                            • Figure 63: Reasons for not using pants-type disposable diaper, by demographics, May 2013
                                                                            • Figure 64: Reasons for not using tape-type disposable diaper, by demographics, May 2013
                                                                            • Figure 65: Reasons for not using cloth diaper, by demographics, May 2013
                                                                            • Figure 66: Reasons for not using open-seat pants, by demographics, May 2013
                                                                            • Figure 67: Reasons for not using baby wipes, by demographics, May 2013
                                                                            • Figure 68: Reasons for not using general wipes, by demographics, May 2013
                                                                        • Appendix – Occasions Baby Nappies and Wipes Products are Used

                                                                            • Figure 69: Occasions baby nappies and wipes products are used, May 2013
                                                                            • Figure 70: Types of baby nappies and wipes used – Currently use, by occasions pants-type disposable diapers and tape-type disposable diapers, May 2013
                                                                            • Figure 71: Types of baby nappies and wipes used – Currently use, by occasions cloth diapers and open-seat pants, May 2013
                                                                            • Figure 72: Types of baby nappies and wipes used – Currently use, by occasions baby wipes and general wipes, May 2013
                                                                        • Appendix – Most Important Factors Considered when Buying Disposable Baby Nappies/Baby Wipes

                                                                            • Figure 73: Most important factors considered when buying disposable baby nappies, May 2013
                                                                            • Figure 74: Most important top tanked factors considered when buying disposable baby nappies, by demographics, May 2013
                                                                            • Figure 75: Most important factors considered when buying baby wipes, May 2013
                                                                            • Figure 76: Most important top ranked factors considered when buying baby wipes, by demographics, May 2013
                                                                            • Figure 77: Types of baby nappies and wipes used, by most important top ranked factors considered when buying disposable baby nappies, May 2013
                                                                            • Figure 78: Types of baby nappies and wipes used, by most important top ranked factors considered when buying baby wipes, May 2013
                                                                            • Figure 79: Types of baby nappies and wipes used, by most important second ranked factors considered when buying baby wipes, May 2013
                                                                            • Figure 80: Types of baby nappies and wipes used, by most important third ranked factors considered when buying baby wipes, May 2013
                                                                        • Appendix – Stores Where Consumers have Bought Baby Nappies/Baby Wipes From in Last 12 Months

                                                                            • Figure 81: Stores where consumers have bought baby nappies/baby wipes from in last 12 months, May 2013
                                                                            • Figure 82: Most popular stores that consumers bought baby nappies from in the last 12 months, by demographics, May 2013
                                                                            • Figure 83: Next most popular stores that consumers bought baby nappies from in the last 12 months, by demographics, May 2013
                                                                            • Figure 84: Most popular stores where consumers have bought baby wipes from in last 12 months, by demographics, May 2013
                                                                            • Figure 85: Next most popular stores consumers bought baby wipes from in last 12 months, by demographics, May 2013
                                                                            • Figure 86: Types of baby nappies and wipes used, by most popular stores that consumers bought baby nappies from in the last 12 months, May 2013
                                                                            • Figure 87: Types of baby nappies and wipes used, by next most popular stores that consumers bought baby nappies from in the last 12 months, May 2013
                                                                            • Figure 88: Types of baby nappies and wipes used, by most popular stores that consumers bought baby wipes from in last 12 months, May 2013
                                                                            • Figure 89: Types of baby nappies and wipes used, by next most popular stores consumers bought baby wipes from in last 12 months, May 2013
                                                                            • Figure 90: Most important factors considered when buying disposable baby nappies, by most popular stores that consumers bought baby nappies from in the last 12 months, May 2013
                                                                            • Figure 91: Most important factors considered when buying disposable baby nappies, by next most popular stores that consumers bought baby nappies from in the last 12 months, May 2013
                                                                            • Figure 92: Most important factors considered when buying baby wipes, by most popular stores that consumers bought baby nappies from in the last 12 months, May 2013
                                                                            • Figure 93: Most important factors considered when buying baby wipes, by next most popular stores that consumers bought baby nappies from in the last 12 months, May 2013
                                                                            • Figure 94: Most important factors considered when buying disposable baby nappies, by most popular stores where consumers have bought baby wipes from in last 12 months, May 2013
                                                                            • Figure 95: Most important factors considered when buying disposable baby nappies, by next most popular stores bought baby wipes from in last 12 months, May 2013
                                                                            • Figure 96: Most important factors considered when buying baby wipes, by most popular stores where consumers have bought baby wipes from in last 12 months, May 2013
                                                                            • Figure 97: Most important factors considered when buying baby wipes, by next most popular stores where consumers have bought baby wipes from in last 12 months, May 2013
                                                                        • Appendix – Statements Agreed on Baby Nappies and Wipes

                                                                            • Figure 98: Statements agreed on regarding baby nappies and wipes, May 2013
                                                                            • Figure 99: Most popular statements agreed on regarding baby nappies and wipes, by demographics, May 2013
                                                                            • Figure 100: Next most popular statements agreed on regarding baby nappies and wipes, by demographics, May 2013
                                                                            • Figure 101: Statements agreed on regarding baby nappies and wipes, by most popular Stores that consumers bought baby nappies from in the last 12 months, May 2013
                                                                            • Figure 102: Statements agreed on regarding baby nappies and wipes, by next most popular Stores that consumers bought baby nappies from in the last 12 months, May 2013
                                                                            • Figure 103: Statements agreed on regarding baby nappies and wipes, by most popular stores where consumers have bought baby wipes from in last 12 months, May 2013
                                                                            • Figure 104: Statements agreed on regarding baby nappies and wipes, by next most popular stores where consumers have bought baby wipes from in last 12 months, May 2013

                                                                        Companies Covered

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

                                                                        Nappies and Baby Wipes - China - June 2013

                                                                        US $3,990.00 (Excl.Tax)