Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Baby Personal Care - China - September 2018

“The increasing baby population and more frequent usage will fuel the market growth. However, lack of consumer education and brand differentiation leads to consumer confusion. Babies’ feelings and skin issues matter most to parents, and proving safety is always the priority for brands.”
– Vicky Zhou, Research Analyst

This Report looks at the following areas:

  • Brands need to differentiate themselves
  • Invest in baby personal care routine
  • How to prove safety?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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, 2013-23
            • Companies and brands
              • Figure 2: Market share of leading companies in baby personal care market, China, 2016-17
            • The consumer
              • Bath products gain more usage frequency
                • Figure 3: Changes in usage frequency in the last year, June 2018
              • Most consumers have used Johnson & Johnson
                • Figure 4: Baby personal care brands used in the last year, June 2018
              • Lack of information impedes consumers’ purchases
                • Figure 5: Problems when choosing baby personal care products, June 2018
              • Affluent consumers count on brands’ claims while younger consumers do more research
                • Figure 6: Attitudes towards information source, by select demographics, June 2018
              • Bathing babies is the most typical baby personal care routine
                • Figure 7: Typical processes when taking care of babies, June 2018
              • Parents will pay extra for features that are beneficial to skin
                • Figure 8: Premium factors of baby personal care products, June 2018
              • What we think
              • Issues and Insights

                • Brands need to differentiate themselves
                  • The facts
                    • The implications
                      • Figure 9: Aveeno ingredient education
                      • Figure 10: Sanosan formula education
                    • Invest in baby personal care routine
                      • The facts
                        • The implications
                          • Figure 11: Kangaroo baby lip care balm education
                        • How to prove safety?
                          • The facts
                            • The implications
                              • Figure 12: Giving baby massage oil
                              • Figure 13: Percentage proof, Baby Element and Pigeon
                              • Figure 14: Kedalin enzyme ingredient
                              • Figure 15: Dove Baby certification
                          • The Market – What You Need to Know

                            • Sustained high growth
                              • Development of retailers and increase of usage frequency fuel the market
                              • Market Size and Forecast

                                • High and stable growth
                                  • Figure 16: Best- and worst-case forecast of total value sales of baby personal care market, China, 2013-23
                              • Market Factors

                                • More advanced mother and baby product retailers
                                  • Lower birth rate but more spending
                                    • Lack of standard for babies aged 0-3
                                    • Market Segmentation

                                      • Baby skincare segment
                                        • Figure 17: Best- and worst-case forecast of total value sales of baby skincare market, China, 2013-23
                                      • Baby bath & soap segment
                                        • Figure 18: Best- and worst-case forecast of total value sales of baby bath & soap market, China, 2013-23
                                      • Baby haircare segment
                                        • Figure 19: Best- and worst-case forecast of total value sales of baby haircare market, China, 2013-23
                                    • Key Players – What You Need to Know

                                      • Johnson & Johnson threatened by local brands
                                        • Brands try hard to show professionalism
                                        • Market Share

                                          • Leading brands continue to lose share
                                            • Figure 20: Market share of leading companies in baby personal care market, China, 2016-17
                                          • Local brands retain high growth
                                            • Rise of TCM baby care brands
                                              • Figure 21: Zhendong Home Health Care Chinese herbal medicine hand-washing
                                              • Figure 22: Oubaili body wash with TCM ingredients
                                          • Competitive Strategies

                                            • Consolidate professional brand image
                                              • Provide value-added service
                                                • Strengthen offline channels
                                                  • Marketing with technology
                                                  • Who’s Innovating?

                                                    • Influenced by adult skincare
                                                      • Figure 23: New baby personal care product launches with cica ingredient, South Korea and China, 2017
                                                      • Figure 24: New baby personal care product launches with micellar technology, China, 2017
                                                    • Organic claim to prove safety
                                                      • Figure 25: New baby personal care product launches with organic claims, UK and Bulgaria, 2017-18
                                                    • Amino acid ingredient for mildness
                                                      • Figure 26: New baby personal care product launches with amino acid ingredient, China, 2018
                                                    • Innovative format in sunscreen category
                                                      • Figure 27: New baby sunscreen product launches with format innovation, South Korea and US, 2017-18
                                                  • The Consumer – What You Need to Know

                                                    • Suncare products are not widely accepted yet
                                                      • Johnson & Johnson dominates usage
                                                        • Parents get lost amid too many choices
                                                          • Consumers aged 20-24 prefer seeking information by themselves
                                                            • Dads undertake more baby care processes than mums do
                                                              • Babies’ skin matters most
                                                              • Changes in Usage Frequency

                                                                • Opportunities for products suitable for outdoor occasions
                                                                  • Figure 28: Changes in usage frequency in the last year, June 2018
                                                                • Suncare is still niche for baby
                                                                  • Figure 29: Allganic sun cushion safety proof
                                                                • Baby suncare from imported brands is more appealing
                                                                  • Figure 30: CHAID analysis of those who have used suncare for babies more often in the last year, June 2018
                                                                • Income level decides usage habits
                                                                  • Figure 31: Changes in usage frequency in the last year (more often), by select demographics, June 2018
                                                              • Brand Usage

                                                                • Johnson & Johnson is the most widely used brand
                                                                  • Figure 32: Baby personal care brands used in the last year, June 2018
                                                                • Mums prefer Giving
                                                                  • Figure 33: Baby personal care brands used in the last year, by select demographics, June 2018
                                                                • Frog Prince and Yumeijing are more welcomed than Pigeon in lower tier cities
                                                                  • Figure 34: Baby personal care brands used in the last year, by select demographics, June 2018
                                                                  • Figure 35: Baby personal care brands used in the last year, by select demographics, June 2018
                                                              • Problems When Choosing Products

                                                                • Babies’ feeling is the most important factor
                                                                  • Figure 36: Problems when choosing baby personal care products, June 2018
                                                                • Lack of brand differentiation impedes experienced parents from trying
                                                                  • Figure 37: Problems when choosing baby personal care products, by select demographics, June 2018
                                                              • Attitudes towards Baby Personal Care Products

                                                                • Dads are more patient
                                                                  • Figure 38: Preference for 2-in-1 shampoo and body wash, by selected demographics, June 2018
                                                                  • Figure 39: Changes in usage frequency in the last year (more often), by preference for 2-in-1 shampoo and body wash, June 2018
                                                                  • Figure 40: Milk & Co baby shampoo & conditioner
                                                                • Imported brands are more favoured
                                                                  • Figure 41: Attitudes towards brand origins, June 2018
                                                                • Dads prefer fragrance while mums prefer non-fragranced products
                                                                  • Figure 42: Attitudes towards fragrance, by select demographics, June 2018
                                                                • Young parents prefer seeking information by themselves
                                                                  • Figure 43: Attitudes towards information source, by select demographics, June 2018
                                                                • Most parents are satisfied with current market offerings
                                                                  • Figure 44: Attitudes towards existing products, June 2018
                                                                • Young parents trust transparent ingredient labels more than higher technology…
                                                                  • Figure 45: Attitudes towards reliable products, by select demographics, June 2018
                                                                • …but affluent parents trust higher technology more
                                                                  • Figure 46: Attitudes towards reliable products, by select demographics, June 2018
                                                                  • Figure 47: Biohood active enzyme technology
                                                              • Baby Personal Care Routine

                                                                • Majority of consumers pay attention to hygiene
                                                                  • Figure 48: Typical processes when taking care of babies, June 2018
                                                                • Parents in tier one cities care more about after-bath process
                                                                  • Figure 49: Typical processes when taking care of babies, by select demographics, June 2018
                                                                • Dads are more considerate than mums
                                                                  • Figure 50: Typical processes when taking care of babies, by select demographics, June 2018
                                                              • Premium Features of Products

                                                                • Skin issues matter the most
                                                                  • Figure 51: Premium features of baby personal care products, June 2018
                                                                  • Figure 52: Le Comptoir du Bain Monsieur Madame Pear Scented Madame Bavarde Soap
                                                                • Affluent families are more willing to pay more for professional authentication
                                                                  • Figure 53: Weleda certification
                                                                  • Figure 54: Premium factors of baby personal care products (interested and willing to pay more), by select demographics, June 2018
                                                                • Consumers in tier one cities are more prudent
                                                                  • Figure 55: Premium factors of baby personal care products (interested and willing to pay more), by select demographics, June 2018
                                                                • Inexperienced parents trust specialised mums and babies’ brands more
                                                                  • Figure 56: Premium factors of baby personal care products (interested and willing to pay more), by select demographics, June 2018
                                                              • Meet the Mintropolitans

                                                                • International brands appeal to Mintropolitans
                                                                  • Figure 57: Baby personal care brands used in the last year, by select demographics, June 2018
                                                                • Mintropolitans have more careful baby care routines
                                                                  • Figure 58: Typical processes when taking care of babies, by select demographics, June 2018
                                                                • Ingredient story appeals to Mintropolitans most
                                                                  • Figure 59: Premium factors of baby personal care products (interested and willing to pay more), by select demographics, June 2018
                                                                  • Figure 60: Kangaroo ingredient introduction
                                                              • Appendix – Market Size and Forecast

                                                                  • Figure 61: Total value sales of baby personal care market, China 2013-23
                                                              • Appendix – Market Segmentation

                                                                  • Figure 62: Total value sales of baby skincare market, China 2013-23
                                                                  • Figure 63: Total value sales of baby bath & soap market, China 2013-23
                                                                  • Figure 64: Total value sales of baby haircare market, China 2013-23
                                                              • Appendix – Methodology and Abbreviations

                                                                • Methodology
                                                                  • Fan chart forecast
                                                                    • Abbreviations

                                                                    Baby Personal Care - China - September 2018

                                                                    US $4,460.00 (Excl.Tax)