Nappies and Baby Wipes - China - June 2014
“Over the past five years, the nappies and baby wipes market has experienced staggering growth, driven by rising awareness of babies’ personal hygiene and the convenience seeking lifestyle, which increasingly makes disposable baby products daily essentials. Despite strong growth, the market for nappies and baby wipes has not reached full penetration in urban areas covering tier one to tier three cities, marking potential for further expansion in urban and rural areas. The government’s relaxation of the one child policy along with the expansion of online retail and modern trade channels will continue to support the growth momentum.
- Jade Liu, Senior Research Analyst
Some questions answered in this report include:
- What is the current state of the nappies and baby wipes market in China and what are the trends, and drivers and barriers to growth?
- Which are the key companies in the industry and what are their strengths and areas of opportunities?
- What are the top purchase consideration factors and the most influential information channels for nappies and baby wipes?
- What aspects of product premiumisation should brand prioritise in nappies to encourage trading-up?
- How can brands leverage product specialisation in nappies to differentiate themselves in the crowded market?
- What are the opportunities in baby wipes to satisfy unmet consumer needs?
Despite strong growth, the market for nappies and baby wipes has not reached full penetration in urban areas covering tier one to tier three cities, marking potential for further expansion in urban and rural areas. The government’s relaxation of the one child policy along with the expansion of online retail and modern trade channels will continue to support the growth momentum.
As the nappies and baby wipes market is increasingly crowded and competitive, premiumisation and product specialisation will become inevitable trends. For instance, brands can adopt natural materials for nappies and baby wipes to alleviate product safety concerns and encourage consumer trade-up.
For nappies, usage by occasions, purpose and seasonality help brands to capture the intricate needs of consumers. For baby wipes, symptom-relieving advanced baby wipes mark an additional opportunity for brands to address untapped needs. To stay ahead of the competition, brands need to leverage leading social media networks for more personalised marketing and integrate online and offline channels to achieve greater consumer reach.
Nappies and baby wipes include products for use with babies and toddlers age between 0-3 years old. In this report, the market covers both local and imported products. Market size comprises sales through all retail channels including direct to consumer. Product examples provided in the report may involve the term ‘diaper/diapers’ which is the same as ‘nappy/nappies’.
The report includes:
- Tape-type/regular disposable nappies/diapers
- Pants-type/pull up training disposable nappies/diapers
- Baby wipes
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