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Baby Personal Care - China - October 2019

“After fewer new births in 2019, the market has become driven more by the high-end of the sector. Given consumers’ higher demand for products and greater willingness to spend on high-quality products, brands need to seize the opportunity to go premium and highlight ingredient claims and certifications to prove safety. Cruelty-free certification is uncommon in the China market, but consumers strongly associate it with a safe product image, implying an area for future competition.”

- Vicky Zhou, Report Analyst

This report will look at the following areas:

  • Focus on emotional communication
  • What does ‘safety’ mean to parents?
  • How to encourage consumption premiumisation?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Subgroup definitions (by Monthly Household Income)
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of total value sales of baby personal care market, China, 2014-24
            • Companies and brands
              • Figure 2: Leading manufacturers’ share in value sales of baby personal care market, China, 2017-18
            • The consumer
              • Baby suncare is still niche
                • Figure 3: Changes in spending compared to 12 months ago, June 2019
              • Usage frequency is the main driver
                • Figure 4: Reasons for spending more on baby personal care products, June 2019
              • Brand penetration remains unchanged for the most part
                • Figure 5: Baby personal care brands used in the last 12 months, 2018 vs 2019
              • International brands are perceived as safer and more professional
                • Figure 6: Attributes associated with baby personal care brands, June 2019
              • Plant extracts is the most important ingredient claim
                • Figure 7: Importance of ingredient claim, June 2019
              • Ingredient first, certification next
                • Figure 8: Features associated with safety baby personal care products, June 2019
              • What we think
              • Issues and Insights

                • Focus on emotional communication
                  • The facts
                    • The implications
                      • Figure 9: Example of baby personal care product with fun for babies, UK, 2018
                      • Figure 10: Kit & Kin product set
                    • What does ‘safety’ mean to parents?
                      • The facts
                        • The implications
                          • Figure 11: Evereden certification proof
                        • How to encourage consumption premiumisation?
                          • The facts
                            • The implications
                              • Figure 12: Examples of baby suncare and baby lip balm, China, 2018 and 2019
                              • Figure 13: Examples for adult skincare brands expanding in baby personal care market, US, 2018 and 2019
                          • The Market – What You Need to Know

                            • Fast growth maintained
                              • Skincare segment contributed most share and growth momentum
                                • Premiumsation is the main driver
                                • Market Size and Forecast

                                  • Growth speed slowed down
                                    • Figure 14: Best- and worst-case forecast of total value sales of baby personal care market, China, 2014-24
                                • Market Factors

                                  • Product premiumisation
                                    • Figure 15: Price range of new baby personal care product launches, China, MAT August 2018 vs MAT August 2019
                                  • Smarter retailers reach more consumers
                                    • Decreased number of new-borns
                                    • Market Segmentation

                                      • Baby skincare segment
                                        • Figure 16: Best- and worst-case forecast of total value sales of baby skincare market, China, 2014-24
                                      • Baby bath & soap segment
                                        • Figure 17: Best- and worst-case forecast of total value sales of baby bath & soap market, China, 2014-24
                                      • Baby haircare segment
                                        • Figure 18: Best- and worst-case forecast of total value sales of baby haircare market, China, 2014-24
                                    • Key Players – What You Need to Know

                                      • Local brands see continued growth
                                        • Upgraded service cater to mums
                                          • Opportunity in ‘product tested’ and organic claims
                                          • Market Share

                                            • International brands have different stories
                                              • Figure 19: Leading manufacturers’ share in value sales of baby personal care market, China, 2017-18
                                            • Local brands won more share
                                            • Competitive Strategies

                                              • Pay attention to babies’ feelings
                                                • Figure 20: Giving Baby Sensory Enlightening Series, China, 2019
                                              • Care for mums
                                                • Figure 21: Aveeno baby and mother product set, China
                                              • Collaborate with IPs
                                                • Figure 22: Example of baby personal care products collaborating with IPs, China, 2019
                                            • Who’s Innovating?

                                              • True innovation drives the market
                                                • Figure 23: Launch type of new baby personal care product launches, China, MAT August 2018 vs MAT August 2019
                                              • ‘Free from’ claim is less active in China than other countries
                                                • Figure 24: ‘Free from’ claim of new baby personal care product launches, by market, MAT August 2019
                                              • Product tested also lacking in China…
                                                • Figure 25: ‘Product tested’ claim of new baby personal care product launches, by market, MAT August 2019
                                              • …but hypoallergenic claims on the rise
                                                • Figure 26: ‘Product tested’ claim of new baby personal care product launches, China, MAT August 2018 vs MAT August 2019
                                                • Figure 27: ‘Hypoallergenic claim’ of new baby personal care products launches, China, 2019
                                              • Prebiotics ingredients expand from adult skincare
                                                • Figure 28: New prebiotics baby personal care products launches, China, 2019
                                              • Organic in China
                                                • Figure 29: New organic baby personal care products launches, China, 2019
                                                • Figure 30: New organic baby personal care products launches, US and UK, 2019
                                              • Stick format for convenience
                                                • Figure 31: Stick format of new baby personal care products launches, Norway and Austria, 2018
                                            • The Consumer – What You Need to Know

                                              • Baby insect repellent is what majority of consumers increased spending on
                                                • Increased usage frequency contributes to spending the most
                                                  • Consumer profiles of brands have changed in 2019
                                                    • Local brands lack consumer trust
                                                      • Organic claim is more favoured by affluent consumers
                                                        • Consumers are paying attention to certifications
                                                        • Changes in Spending

                                                          • More spending on baby insect repellent
                                                            • Figure 32: Changes in spending compared to 12 months ago, June 2019
                                                          • Parents in tier one cities are more innovative
                                                            • Figure 33: Changes in spending compared to 12 months ago – ‘spent more’, June 2019
                                                        • Reasons for Spending More

                                                          • Increased usage frequency is the main reason
                                                            • Figure 34: Reasons for spending more on baby personal care products, June 2019
                                                          • Affluent families upgraded products and brands
                                                            • Figure 35: Reasons for spending more on baby personal care products, by monthly household income, June 2019
                                                          • Motivations for trading up are similar across different city tiers
                                                            • Figure 36: Reasons for spending more on baby personal care products, by city tier, June 2019
                                                        • Brands Used

                                                          • Brand usage is stable…
                                                            • Figure 37: Baby personal care brands used in the last 12 months, 2018 vs 2019
                                                          • …however users are different from 2018
                                                            • Figure 38: Gaps between baby personal care brands used in the last 12 months, by select demographics, 2018 vs 2019
                                                            • Figure 39: Baby personal care brands used, by monthly household income, June 2019
                                                            • Figure 40: Baby personal care brands used, by city tier, June 2019
                                                        • Brand Perception

                                                          • Johnson & Johnson perceived as most reliable
                                                            • Figure 41: Attributes associated with baby personal care brands, by brand, June 2019
                                                          • Local brands win in the value-for-money stakes
                                                            • Giving suffers from lack of brand awareness
                                                            • Attitudes towards Ingredient Claims

                                                              • Plant-based is most valuable
                                                                • Figure 42: Importance of ingredient claims, June 2019
                                                              • High earners care more about organic ingredients
                                                                • Figure 43: Importance of ingredient claims – most important, by monthly household income, June 2019
                                                            • Associations with Safety

                                                              • Natural ingredients are the most widespread association
                                                                • Figure 44: Features associated with safety baby personal care products, June 2019
                                                              • Younger parents focus more on certification
                                                                • Figure 45: Features associated with safety baby personal care products – most important, by age, June 2019
                                                              • Certification’s value varies most between consumers with different income levels
                                                                • Figure 46: Features associated with safety baby personal care products – most important, by monthly household income, June 2019
                                                              • More consumers in lower tier cities use brand as indicator of safety
                                                                • Figure 47: Features associated with safety baby personal care products – most important, by city tier, June 2019
                                                            • Meet the Mintropolitans

                                                              • Mintropolitans prefer foreign brands
                                                                • Figure 48: Baby personal care brands used in the last 12 months, by consumer classification, June 2019
                                                              • Parabens matter more to Mintropolitans
                                                                • Figure 49: Importance of ingredient claim, by consumer classification, June 2019
                                                              • Mintropolitans and non-Mintropolitans hold similar safety associations
                                                                • Figure 50: Features associated with safety baby personal care products – most important, by consumer classification, June 2019
                                                            • Appendix – Market Size and Forecast

                                                                • Figure 51: Total value sales of baby personal care market, China, 2014-24
                                                            • Appendix – Market Segmentation

                                                                • Figure 52: Total value sales of baby skincare market, China, 2014-24
                                                                • Figure 53: Total value sales of baby bath & soap market, China, 2014-24
                                                                • Figure 54: Total value sales of baby haircare market, China, 2014-24
                                                                • Figure 55: Total value sales of others in baby personal care market, China, 2014-24
                                                            • Appendix – Methodology and Abbreviations

                                                              • Methodology
                                                                • Fan chart forecast
                                                                  • Abbreviations

                                                                  Baby Personal Care - China - October 2019

                                                                  £3,486.28 (Excl.Tax)