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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Baby Personal Care market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

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

Covered in this report

The baby personal care market, despite experiencing a slightly slower growth in 2019, has still maintained stable growth. Mintel forecasts the market to grow at a value CAGR (compound annual growth rate) of 14.6% over 2019-24. The premiumisation trend has continued to drive this market, while a decline in the number of new births has exerted the opposite effect.

Consumers have increased their spending on baby personal care products mainly because of increased usage frequency. International brands still garner more trust than local brands among consumers in terms of safety and professionalism. As for associations with safety, consumers mainly associate natural ingredients and certifications with a safe product.

Expert analysis from a specialist in the field

Written by Vicky Zhou, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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
Beauty Analyst

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What's included

What's included

Table of contents

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

                                                                  About the report

                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                  • The Consumer

                                                                    What They Want. Why They Want It.

                                                                  • The Competitors

                                                                    Who’s Winning. How To Stay Ahead.

                                                                  • The Market

                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                  • The Innovations

                                                                    New Ideas. New Products. New Potential.

                                                                  • The Opportunities

                                                                    Where The White Space Is. How To Make It Yours.

                                                                  • The Trends

                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                  Description