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Nappies and Baby Wipes - China - March 2016

“To improve and enhance competitiveness in the China nappy market, companies and brands need to prioritise improving product quality since this product feature is the top driver for consumers’ brand switch behaviour. Among all product factors, breathability of nappies is the key concern of mums. Meanwhile nappies and baby wipes targeting specific usage occasions are also worth investing in developing.”
– Yujing Li, Senior Analyst

This report discusses the following key topics:

  • Providing more nappies and baby wipes which can offer convenience 
  • Scope to launch nappies and baby wipes targeting different usage occasions
  • How can disposable nappies take a further step in China?

This report provides information on the behaviour of current nappy and baby wipe consumers. It goes into detail to understand which type of nappy and baby wipe products consumers are using and for which occasion they usually use those products. In the meantime, consumers’ attitudes toward leading nappy brands and brand switch behaviour are also investigated in this report to guide brands in forming marketing and trade strategies.

For the purposes of this Report, Mintel has used the following definitions:

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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Table of contents

  1. Overview

    • What you need to know
      • Products/themes covered in this report
          • Figure 1: Definition of tier one, two and three cities
      • Executive Summary

          • The market
            • Figure 2: Total value sales of nappies and baby wipes, China, 2010-20
          • Companies and brands
            • Figure 3: Value share of leading companies in nappies and wipes market, 2014-15
          • The consumer
            • Reusable nappy experienced an increase in penetration over the last two years
              • Figure 4: Penetration of nappies and baby wipes, December 2014 and January 2016
            • Consumers use different nappies and baby wipes in different occasions
              • Figure 5: Usage occasion of nappies, January 2016
              • Figure 6: Usage occasion of baby wipes, January 2016
            • Pampers is still the nappy brand that mums use most often
              • Figure 7: Brands used most often, January 2016
            • Merries achieves highest consumer satisfaction
              • Figure 8: Satisfaction with different aspects of nappies, by brand, January 2016
            • Breathability is the key concern of mums
              • Quality and word-of-mouth are the key drivers for brand switch behaviour
                • Figure 9: Factors influencing brand switch behaviour, January 2016
              • What we think
              • Issues and Insights

                • Providing more nappies and baby wipes which can offer convenience
                  • The facts
                    • The implications
                      • Figure 10: Example of thin nappy product, Japan, 2015
                      • Figure 11: Nappy grab bag launched by Becky Mantin’s, UK, 2015
                      • Figure 12: Baby wipes with convenient packaging design launched by Huggies, Australia, 2016
                    • Scope to launch nappies and baby wipes targeting different usage occasions
                      • The facts
                        • The implications
                          • How can disposable nappies take a further step in China?
                            • The facts
                              • The implications
                                • Figure 13: Example of nappy product with biodegradable materials, New Zealand, 2015
                            • The Market — What You Need to Know

                              • A rapid growing nappy and baby wipe market in China
                                • Growing disposable income and consumers’ health concerns accelerate the growth of market
                                  • Baby wipes is a small market and is struggling to grow.
                                  • Market Size and Forecast

                                    • A rapidly growing market
                                      • Figure 14: Retail market value of nappies and baby wipes in China, 2010-15
                                    • Nappies and baby wipes market continue to boost in the next five years
                                      • Figure 15: Total value sales of nappies and baby wipes, China, 2010-20
                                  • Market Factors

                                    • Growing disposable income drives the market
                                      • Figure 16: Per capita disposable income, China, 2010-14
                                    • Turn people’s health concerns into business opportunities
                                      • Threats from overseas purchasing
                                      • Market Segmentation

                                        • Baby wipes are struggling to grow
                                          • Figure 17: Retail market value of nappies and wipes in China, by segment, 2010-15
                                        • Pull-up nappies gaining popularity
                                          • Figure 18: Retail market value of nappies in China, by segment, 2010-15
                                        • Stable growth for both nappy market and baby wipe market
                                          • Figure 19: Total China retail value sales of nappies, 2010-20
                                          • Figure 20: Total China retail value sales of baby wipes, 2010-20
                                      • Key Players — What You Need to Know

                                        • International companies dominate the nappy and baby wipe market
                                          • Brands pay more attention to mums in marketing communication
                                            • Convenient nappy and baby wipe products are ready to take off
                                            • Market Share

                                              • International companies dominate the market
                                                • Figure 21: Value share of leading companies in nappies and wipes market, 2013-14
                                              • The winning story of Kao
                                              • Competitive Strategies

                                                • Brands show more care for mums in marketing communications
                                                  • Nappy brands work closely with e-commerce platforms
                                                  • Who’s Innovating?

                                                    • Nappies
                                                      • Time/speed is still the key product feature for nappy products
                                                        • Figure 22: Selected product claims in the China nappy product launch, 2013-15
                                                      • Premiumisation opportunities
                                                        • Figure 23: Examples of premium nappy products, Portugal, Japan and Philippines, 2014-15
                                                      • Spotlight on nappies with ease of use claim
                                                        • Figure 24: Ease of use claim for newly launched disposable nappies, China, Japan and global, 2015
                                                      • Odour neutralising can be a unique benefit to be highlighted
                                                        • Figure 25: Odour neutralising for newly launched disposable nappies, China, Japan and global, 2015
                                                        • Figure 26: Example of nappy products with odour neutralising claim, Japan, 2015
                                                      • Wipes
                                                        • No additives/preservatives claims see a biggest increase
                                                          • Figure 27: Selected product claims in the China baby wipe product launch, 2014-15
                                                        • Convenience-related product features rise rapidly
                                                          • “Economy” claim is ready to take off
                                                            • Marketing activities
                                                              • Daddies change nappies
                                                                • Smart Peepee
                                                                • The Consumer —What You Need to Know

                                                                  • Reusable nappies saw an increase in penetration over the last two years
                                                                    • Consumers use different types of nappies depending on occasions
                                                                      • Pampers remains as the most often used nappy brand
                                                                        • Quality and word-of-mouth are the main drivers encouraging consumers to switch nappy brands
                                                                        • Usage of Nappies and Baby Wipes

                                                                          • The penetration of reusable nappy increases while others remain flat
                                                                            • Figure 28: Penetration of nappies and baby wipes, December 2014 and January 2016
                                                                            • Figure 29: Penetration of reusable nappy, by child age and city tier, December 2014 and January 2016
                                                                          • High earners are more likely to buy the full range of products
                                                                            • Figure 30: Penetration of nappies and baby wipes, by household income, January 2016
                                                                          • Baby wipes have more loyal consumers
                                                                            • Figure 31: Usage of nappies and baby wipes, January 2016
                                                                          • Are there opportunities to build brand loyalty?
                                                                            • Purchasing from one specific brand tend to be a trend
                                                                              • Figure 32: Brand loyalty of nappies and baby wipes, December 2014 and January 2016
                                                                            • Consumers in low tier cities tend to have a higher brand loyalty
                                                                              • Figure 33: Brand loyalty of nappies and baby wipes, by city tier, January 2016
                                                                            • Mums’ attitudes towards nappies vary with their children’s age
                                                                              • Figure 34: Brand loyalty of selected nappies, by child age, December 2014 and January 2016
                                                                          • Usage Occasion of Nappies and Baby Wipes

                                                                            • Growth opportunities for disposable nappies
                                                                              • Figure 35: Usage occasion of nappies, January 2016
                                                                              • Figure 36: Nappy products designed for specific occasions, Australia and India, 2012-14
                                                                              • Figure 37: Usage occasion of tape-type disposable nappy and pants-type disposable nappy, January 2016
                                                                            • Chances for baby wipes to expand
                                                                              • Figure 38: Usage occasion of baby wipes, January 2016
                                                                            • Pants-type nappy is used in more occasions
                                                                              • Figure 39: Repertoire of number of usage occasions, January 2016
                                                                          • Brands Used More Often

                                                                            • Pampers ranks on the top of the list
                                                                              • Figure 40: Brands used most often, January 2016
                                                                            • User profile analysis of leading nappy brands
                                                                              • Merries is welcomed by mums with middle and high household incomes
                                                                                • Figure 41: Brands used most often, by household income, January 2016
                                                                              • Merries and Goo.N’s users are skewed to mums who have younger babies and have more than one baby at home
                                                                                • Figure 42: User profile of leading nappy brands, by baby age and number of baby, January 2016
                                                                              • Pampers attracts more tier one consumers
                                                                                • Figure 43: Brands used most often, by city tier, January 2016
                                                                            • General Satisfaction of Leading Brands

                                                                              • Merries achieves highest consumer satisfaction
                                                                                • Figure 44: General satisfaction of leading brands, January 2016
                                                                              • Breathability is the key concern of mums
                                                                                • Merries and Goo.N stand out in most product features
                                                                                  • Anerle is yet to improve overall satisfaction
                                                                                    • Ways to build differential brand images
                                                                                      • Figure 45: Satisfaction with different aspects of nappies, by brand, January 2016
                                                                                  • Key Satisfaction Drivers for Leading Brands

                                                                                    • Methodology
                                                                                      • Improvements are yet to be done by Merries so as to maintain competitiveness
                                                                                        • Figure 46: Key drivers of overall satisfaction with nappy brand Merries, January 2016
                                                                                      • Breathability is the key area for improvement for Pampers
                                                                                        • Figure 47: Key drivers of overall satisfaction with nappy brand Pampers, January 2016
                                                                                      • MamyPoko need to prioritise its absorbability
                                                                                        • Figure 48: Key drivers of overall satisfaction with nappy brands MamyPoko, January 2016
                                                                                    • Factors Influencing Brand Switch Behaviour

                                                                                      • Quality and word-of-mouth are the key drivers
                                                                                        • Figure 49: Factors influencing brand switch behaviour, January 2016
                                                                                      • Brand awareness and reputation are vital for high earners
                                                                                        • Product premiumisation via adding additional features
                                                                                          • Figure 50: Selected factors influencing brand switch behaviour, by household income, January 2016
                                                                                      • Appendix – Market Size and Forecast

                                                                                          • Figure 51: Retail value sales of nappies and baby wipes in China, by segment, 2010-20
                                                                                      • Appendix – Methodology and Definitions

                                                                                        • Methodology
                                                                                          • Fan chart forecast
                                                                                            • Key driver analysis
                                                                                              • Interpretation of results
                                                                                                • Figure 52: Overall satisfaction with nappy brands- key driver output, January 2016
                                                                                                • Figure 53: Satisfaction with aspects of nappy, by primary nappy brand, January 2016
                                                                                              • Abbreviations

                                                                                              Nappies and Baby Wipes - China - March 2016

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