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Nappies and Baby Wipes - China - March 2015

“When it comes to baby care-related matters, safety remains the top concern for mothers. Seemingly a simple formula, brands are making extra efforts to optimise purity and natural-focus in product ingredients and scents as a way to rebuild consumer confidence. As opposed to added benefits such as nourishing skin provided by baby wipes or advanced wetness signals on nappies, a claim of 100% natural needs to blend seamlessly into both product and marketing messaging.”
– Esther Lau, Research Analyst

In this report we answer the key questions:

  • What are the key drivers and challenges in the Chinese nappies and baby wipes market?
  • What are the new product trends for nappies and wipes in the Chinese and international market?
  • How can nappies and baby wipes be customised through ingredients and claim for different types of mothers?
  • How can brands innovate in packaging design more effectively?
  • How can nappies and baby wipes brands integrate multiple retail channels as marketing differentiators to create a competitive advantage?

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Total value sales of nappies and baby wipes, China, 2009-19
              • Companies and brands
                • Figure 2: Leading companies’ market shares in the China retail nappies and baby wipes market, by value, 2010-13
              • Scope for ethical-claimed and hypoallergenic innovation adopted from foreign markets
                • Products specifically designed for cleaning baby items – Usage diversification
                  • The consumer
                    • Mixing and matching
                      • Figure 3: Usage of baby nappies and wipes in the last 6 months, December 2014
                    • Western brands remain important for nappies while domestic brands gain traction among wipes
                      • Figure 4: International brand preferences for nappies and baby wipes, December 2014
                    • Cleaning body and other baby items
                      • Figure 5: Reasons for using baby wipes in the last 6 months, December 2014
                    • Specialised channels top the list
                      • Figure 6: In-store and online channels for buying nappies and baby wipes, by demographics, December 2014
                    • Ultra-thin remains the most influential factor
                      • Figure 7: Important factors when selecting nappies and baby wipes, December 2014
                    • Recommendations by professionals
                      • Figure 8: Attitudes towards nappies and baby wipes, December 2014
                    • What we think
                    • Issues and Insights

                        • Difference in mums at different ages – Brand switching behaviour
                          • The facts
                            • The implications
                              • China vs the world – Eco-friendly and ethical claim is the new icon
                                • The facts
                                  • The implications
                                    • Expanding usage occasion to spark baby wipes innovation
                                      • The facts
                                        • The implications
                                          • Cross-selling with baby-related products and accessories holds the key to premiumisation
                                            • The facts
                                              • The implications
                                              • Trend Application

                                                  • Trend: Return to the Experts
                                                    • Trend: Moral Brands
                                                      • Trend: Extend my Brand
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Chinese nappies and baby wipes market continues to grow at a steady pace
                                                            • Figure 9: Total value sales of nappies and baby wipes, China, 2009-19
                                                          • Future demand for nappies and baby wipes is boosted by the easing of the one child policy
                                                            • Figure 10: Total value sales of nappies and baby wipes, China, 2009-19
                                                          • The booming e-commerce platform drives high quality imported goods
                                                            • Forecast methodology
                                                            • Market Segmentation

                                                              • Key points
                                                                • Nappies and baby wipes witness stable growth
                                                                  • Figure 11: nappy and baby wipe market, by value, 2009-14
                                                                  • Figure 12: Total China retail value sales of nappies, 2009-19
                                                                  • Figure 13: Total China retail value sales of baby wipes, 2009-19
                                                                • Concerns over safety of baby wipes might discourage future consumption
                                                                • Market Share

                                                                  • Key points
                                                                    • The growth of niche brands
                                                                      • Figure 14: Leading companies’ market shares in the China retail nappies and baby wipes market, by value, 2012-14
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Nappies with time and speed claims have held the largest share of NPD
                                                                        • Figure 15: Share of new product launches within the China nappies market, by package types, 2014 – March 2015
                                                                        • Figure 16: Ultra Thin Complete Baby Diapers launched by Bai Ya Sanitary Products in China, January 2015, Ultra Thin Baby Diaper Liners launched by Ivory (Guangzhou) Infant Use in China, January 2015
                                                                      • Scope for ethical claims and hypoallergenic innovation adopted from foreign markets
                                                                        • Figure 17: Share of new product launches within the South Korea, UK and US nappies market, by claim, Feb 2014-Feb 2015
                                                                        • Figure 18: Baby Diapers launched by The Baby and Nature Institute in South Korea, July 2014
                                                                      • QR codes to reassure product safety will become more commonplace
                                                                        • Figure 19: Xiao Qin Xin Ultra Thin Baby Diapers launched by Hengan (Jinjiang) Household Products in China, August 2014
                                                                      • How to further justify premium prices for nappies?
                                                                        • Figure 20: Change Mats launched by Procter & Gamble in UK, August 2014
                                                                        • Figure 21: Premium Diapers launched by Sam’s West in USA, August 2014
                                                                      • Alcohol free, botanical and herbal claims carry a lot of traction in wipes new launches
                                                                        • Figure 22: Share of new product launches within the China wipes market, by claim, 2014 – March 2015
                                                                        • Figure 23: Extra Thick and Soft Wipes for Babies launched by Mei Xin in China, January 2015
                                                                        • Figure 24: Share of new product launches in global wipes market, by botanical or herbal, 2014
                                                                        • Figure 25: Honeysuckle Herbal Skincare Wipes launched by Jingxing Sanitation Product in China, December 2014, Green Caviar Premium Baby Wipes launched by Samjeong in South Korea, December 2014
                                                                      • Being ethical is the mainstream globally for wipes
                                                                        • Figure 26: Share of new product launches within the South Korea, UK and US markets, by claim, 2014
                                                                        • Figure 27: 100% Biodegradable Wipes launched by Bio Spectra in UK, November 2014, ECO Sensitive Unscented Wipes launched by Naty in Sweden, October 2014
                                                                        • Figure 28: Sensitive Baby Wipes launched by Walgreens in US, October 2014, Bamboo Baby Wipes launched by D&G Laboratories in UK, August 2014
                                                                      • Design specifically for cleaning baby items – usage diversification
                                                                        • Figure 29: Baby Wet Wipes for Cleaning Hands and Mouth, launched by Bao Bei Er Ying Tong Products Industrial and Shenyang Naer in China, July 2014 and January 2015
                                                                        • Figure 30: Multi-Purpose Jumbo Wipes launched by Yuhan-Kimberly in South Korea, October 2014, Family Wet Wipes launched by Treasure Health Co. in China, January 2015
                                                                      • Precise labelling – Both nappies and baby wipes
                                                                        • Figure 31: New Born Nappies 1 launched by Procter & Gamble in UK, May 2014, Newborns Wipes launched by Johnson & Johnson in UK, February 2015
                                                                        • Figure 32: Baby Growth Wet Wipes Stage 2 launched by Junichi in China, October 2014, Sleep Pants launched by Wal-Mart in US, March 2014
                                                                    • Companies and Brands

                                                                      • International brands
                                                                        • Procter & Gamble Co.
                                                                          • Kimberly-Clark Corporation
                                                                            • Johnson & Johnson
                                                                              • Kao Brands Company
                                                                              • The Consumer – Usage of Baby Nappies and Wipes

                                                                                • Key points
                                                                                  • Mixing and matching
                                                                                    • Figure 33: Usage of baby nappies and wipes in the last 6 months, December 2014
                                                                                  • Who prefers to switch between different brands product?
                                                                                    • Figure 34: Usage of baby nappies in the last 6 months, by demographics, December 2014
                                                                                    • Figure 35: Usage of baby wipes in the last 6 months, by demographics, December 2014
                                                                                  • City tiers and monthly budget all matter to brand switching behaviour
                                                                                    • Figure 36: Usage of baby wipes in the last 6 months, by demographics, December 2014
                                                                                • The Consumer – International Brand Preferences for Nappies and Baby Wipes

                                                                                  • Key points
                                                                                    • Western brands remain important for nappies product while domestic brands gain traction among wipes
                                                                                      • Figure 37: International brand preferences for nappies and baby wipes, December 2014
                                                                                      • Figure 38: Perceptions of brands from different countries, January 2015 *
                                                                                    • Nappies – Western brands reassure quality for new mothers and lower earners
                                                                                      • Figure 39: International brand preferences for nappies, by age, December 2014
                                                                                      • Figure 40: International brand preferences for nappies , by demographics, December 2014
                                                                                      • Figure 41: Share of new product launches within the nappies market, by country, 2014 – Feb 2015
                                                                                    • Chinese-made baby wipes to rebuild reputation
                                                                                      • Figure 42: International brand preferences for wipes, by age, December 2014
                                                                                      • Figure 43: International brand preferences for baby wipes, by monthly budget for baby items, December 2014
                                                                                    • What makes Chinese made wipes do better than internationally made wipes?
                                                                                      • Figure 44: Share of new product launches within the wipes market, by countries and claim, 2014-Feb 2015
                                                                                      • Figure 45: Moisturising Baby Wipes launched by USA Meiyin International in China, July 2014
                                                                                      • Figure 46: Share of new product launches within the wipes market, by package types, 2014 – Feb 2015
                                                                                  • The Consumer – Reasons for Using Baby Wipes

                                                                                    • Key points
                                                                                      • Cleaning body and other items
                                                                                        • Figure 47: Reasons for using baby wipes in the last 6 months, December 2014
                                                                                      • Scope to boost product specification
                                                                                        • Figure 48: Reasons for using baby wipes in the last 6 months, by demographics, December 2014
                                                                                        • Figure 49: Baby Wet Wipes for Cleaning Hands and Mouth, launched by Bao Bei Er Ying Tong Products Industrial and Shenyang Naer in China, July 2014 and January 2015
                                                                                        • Figure 50: Messy Time Wipes launched by Johnson & Johnson in Taiwan, February 2015
                                                                                        • Figure 51: Newborn Wipes launched by Hanul Herb Pharm in South Korea, December 2013, Standard Wipes for Mothers and Baby Girls launched by Hanul Herb in South Korea, June 2013
                                                                                        • Figure 52: Reasons for using baby wipes in the last 6 months, by age, December 2014
                                                                                      • Luxury or necessity?
                                                                                        • Figure 53: Reasons for using baby wipes in the last 6 months, by demographics, December 2014
                                                                                        • Figure 54: Family Wet Wipes launched by Treasure Health Co. in China, January 2015
                                                                                    • The Consumer – Channels for Buying Nappies and Baby Wipes

                                                                                      • Key points
                                                                                        • Specialised channels top the list
                                                                                          • Figure 55: In-store and online channels for buying nappies and baby wipes, by demographics, December 2014
                                                                                        • In-store – Nappies – Specialised channels versus mass market channels
                                                                                          • Figure 56: In-store and online channels for buying nappies and baby wipes, by age, December 2014
                                                                                          • Figure 57: Watsons Baby and Mannings Baby in Hong Kong, November 2014
                                                                                          • Figure 58: A special promotional stand for Suzuran new baby wipes at Watsons Baby in Hong Kong, November 2014
                                                                                          • Figure 59: In-store and online channels for buying nappies and baby wipes, by age, December 2014
                                                                                        • Online – Older mothers are loyal to domestic channels
                                                                                          • Figure 60: In-store and online channels for buying nappies and baby wipes, by age, December 2014
                                                                                        • Affluent mothers are motivated to use online channels
                                                                                          • Figure 61: Online channels for buying nappies, by demographics, December 2014
                                                                                          • Figure 62: Online channels for buying baby wipes, by demographics, December 2014
                                                                                      • The Consumer – Functions and Benefits of Nappies and Baby Wipes

                                                                                        • Key points
                                                                                          • Ultra-thin remains the most influential factor
                                                                                            • Figure 63: Important factors when selecting nappies and baby wipes, December 2014
                                                                                            • Figure 64: Important factors when selecting nappies, March 2014 and December 2014
                                                                                            • Figure 65: Ultra Thin Complete Baby Diapers launched by Bai Ya Sanitary Products in China, January 2015
                                                                                            • Figure 66: Biodegradable Diapers No.3 launched by Luxebaby in USA, August 2014
                                                                                          • Main demographic difference for nappies’ functionalities – Market gap for nappies with urine indicator
                                                                                            • Figure 67: Important factor of selecting nappies and baby wipes, December 2014
                                                                                          • Anti-bacterial links to product diversification for baby wipes
                                                                                            • Figure 68: Important factors when selecting nappies and baby wipes, December 2014
                                                                                            • Figure 69: Important factors when selecting baby wipes, March 2014 and December 2014
                                                                                            • Figure 70: Aloe Wet Wipe launched by Unicharm in Japan, August 2014
                                                                                            • Figure 71: Baby Oil Wipes launched by Paper Partners Wipes in USA, May 2014
                                                                                          • Opportunities for baby wipes with added unscented lotion and ability to treat minor cut and bruise
                                                                                            • Figure 72: Important factor of selecting nappies and baby wipes, December 2014
                                                                                        • The Consumer – Attitudes towards Nappies and Baby Wipes

                                                                                          • Key points
                                                                                            • Recommendations by professionals
                                                                                              • Figure 73: Attitudes towards nappies and baby wipes, December 2014
                                                                                            • Simplicity is the best
                                                                                              • Figure 74: Attitudes towards nappies and baby wipes, December 2014
                                                                                            • Eye-catching factor – Label with professional certification versus latest advanced technology
                                                                                              • Figure 75: Attitude towards nappies and baby wipes, by monthly household income, December 2014
                                                                                              • Figure 76: ECO Sensitive Unscented Wipes launched by Naty in Sweden, October 2014
                                                                                              • Figure 77: Johnson’s Johnson Baby Skincare Wipes launched in Hong Kong
                                                                                            • Younger mums are enthusiastic over premiumised product innovation
                                                                                              • Figure 78: Attitude towards nappies and baby wipes, by demographics, December 2014
                                                                                              • Figure 79: Infant Hygiene Wipes launched by Chenxiao Paper Science and Technology in China, September 2014
                                                                                              • Figure 80: Change Mats launched by Procter & Gamble in UK, August 2014
                                                                                              • Figure 81: Premium Diapers launched by Sam’s West in USA, August 2014

                                                                                          Companies Covered

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

                                                                                          Nappies and Baby Wipes - China - March 2015

                                                                                          £3,195.84 (Excl.Tax)