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China Mother and Baby Products Retailing Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Mother and Baby Products Retailing 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 and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

What you need to know

This Report covers how parents choose products and from which mother & baby product retail channels, and their motives. It focuses on how parents research for the best products and seek advice. It includes analysis of how parents compare retailers, as well as how they choose between products by seeking certain key benefits.

The Report also looks at how parents also research about mother & baby products, as well as advice about parenting. All of these factors are crucial for mother & baby products retailers to know when attempting to stand out in this highly fragmented and competitive market. It is certainly still a growth market, despite falling birth rates, and is trending towards higherquality, higher-value products and advisory services. This Report also analyses how it is the services, especially for parental advice and infant development, that are becoming increasingly important differentiators in mother & baby products retail brands.

Covered in this Report

This Report covers physical store and online retail sites selling significant ranges of goods meant for use in babycare in the People’s Republic of China.

For the purposes of this Report, mother and baby retailers refers to retail chains, standalone stores and online retailers which predominantly or significantly stock products aimed specifically at babies and mothers (parents) of babies.

These products include:

  • Baby foods including infant formula milk and baby supplementary foods (eg cereals, purées, rusks)
  • Baby feeding products, including bottles, nipples, sterilisers, etc.
  • Babycare products including baby nappies/diapers; baby skincare products (eg baby oil, sun block, nappy rash cream), baby shower and bath products (eg shampoo, body wash) and baby feeding products (eg feeding bottle, tableware)
  • Baby clothes and footwear
  • Baby durable goods, including toys and baby cots/bedding, strollers and car seats

Retailers include mother and baby specialist retailers, supermarkets and hypermarkets, department stores, online mother and baby specialist portals (eg Babytree, mama.cn, PC Baby, yaolan.com), and online general retailers (eg Yihaodian, JD.com, Tmall).

Expert analysis from a specialist in the field

Written by Matthew Crabbe, a leading analyst in the Retail sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Birth rates are low, and the number of childbearing age mothers continues to decrease. Yet the mother & baby products market continues to grow well, thanks to parents spending more, per capita, on their babies as they seek better quality, safer products. Slowing growth is driving ever-increasing competition in the market, with more retailers competing for a share of this fragmented market. To be successful, retailers must not only convince parents they have wide ranges of good quality products at competitive prices, but also increasingly offer better quality service to parents. Mintel’s survey results show that parents want retailers to focus their service quality on providing better parental advisory services, as well as offering good quality products, with attractive stores and good facilities. This will require retailers to invest in improving customer service, and to offer trusted parenting expertise. Matthew Crabbe
Research Director, Mintel Asia-Pacific

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Figure 1: China – Total baby products market value, 2012-22
          • Companies and brands
            • Figure 2: China – Leading online B2C retail portals’ estimated share of online mother & baby retail market value (by GMV), H1 2017
          • The consumer
            • Key consumer groups
                • Figure 3: Consumer attitudes towards babycare needs, January 2018
              • Shopping channels
                • Figure 4: Channels from which consumers have bought baby products in the past 6 months, January 2018
              • Choice factors
                • Figure 5: Key consumer choice factors between retailers when buying baby products, January 2018
              • Research channels
                • Figure 6: Information channels trusted by consumers when researching baby-related topics, January 2018
              • Parenting issues
                • Figure 7: Issues important to consumers when parenting their babies, January 2018
              • Services sought
                • Figure 8: Services consumers would like to see mother & baby bricks-and-mortar stores provide, January 2018
              • Consumer attitudes
                • Figure 9: Consumer attitudes towards babycare needs, January 2018
              • What we think
              • Issues and Insights

                • Get the basics right!
                  • The facts
                    • The implications
                      • Being the expert
                        • The facts
                          • The implications
                            • Provide more amenities
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • A long, slow deceleration
                                    • Low birth rates, high quality expectation
                                      • Shift from food to non-food
                                      • Market Size and Forecast

                                        • Introduction
                                          • Figure 10: China – Total baby products market value, 2012-22
                                      • Market Drivers

                                        • Birth rate rising
                                          • Figure 11: China – Total birth rate (birth per 1,000 population), 2009-16
                                        • Planning to have more kids
                                          • Figure 12: Intention to have another child among parents who have one child, 2015-17
                                        • Low fertility rate, fewer women of childbearing age
                                          • Figure 13: China – Fertility rate (births per woman), 1984-2015
                                          • Figure 14: China – Female population of childbearing age (age 15-44), 2009-16
                                        • Per capita spend
                                          • Figure 15: China – Total per capita spend on baby products and annual growth, 2012-17
                                      • Market Segmentation

                                        • Market dominated by food, care and feeding products
                                          • Figure 16: China – Total baby products market value, by broad category, 2012-17
                                        • Online retail growing share of pocket
                                          • Figure 17: China – Online mother & baby retail sales total value, and share of total mother & baby retail value, 2014-17
                                      • Key Players – What You Need to Know

                                        • Online generalists dominate
                                          • Refocusing on the physical experience
                                          • Market Share

                                            • Online retailer platforms
                                              • Figure 18: China – Leading online B2C retail portals’ estimated share of online mother & baby retail market value (by GMV), H1 2017
                                            • Online mother & baby products
                                              • Figure 19: China – Top five specialist online mother & baby products retail platform sales (by gross merchandise volume), 2016
                                          • Innovative Competitive Strategies

                                            • The online/offline merger
                                              • Fun in-store experiences
                                                • More than just a retailer
                                                  • Mother’s little helper
                                                  • The Consumer – What You Need to Know

                                                    • Four main consumer groups
                                                      • Online catching up
                                                        • Services become the key differentiator
                                                          • An expert opinion
                                                            • Expertise on feeding and development
                                                              • Retailers must become advisors
                                                                • Quality, value and advice
                                                                • Key Consumer Groups

                                                                  • Identifying the key consumer groups
                                                                    • Figure 20: Consumer attitudes towards babycare needs, January 2018
                                                                  • Online Convenience Seekers
                                                                    • Who they are
                                                                      • What they like
                                                                        • How to market to them
                                                                          • Emotionally Invested Parents
                                                                            • Who they are
                                                                              • What they like
                                                                                • How to market to them
                                                                                  • Quality Experience Seekers
                                                                                    • Who they are
                                                                                      • What they like
                                                                                        • How to market to them
                                                                                          • Laissez Faire Parents
                                                                                            • Who they are
                                                                                              • What they like
                                                                                                • How to market to them
                                                                                                • Shopping Channels

                                                                                                  • Specialist stores tie with online generalists
                                                                                                    • Figure 21: Channels from which consumers have bought baby products in the past 6 months, January 2018
                                                                                                  • Online dominates non-intimate goods
                                                                                                    • Figure 22: Channels from which consumers have bought baby products (average across toys, durables and clothing) in the past 6 months, by key consumer groups, January 2018
                                                                                                  • In-store dominates intimate goods
                                                                                                    • Figure 23: Channels from which consumers have bought baby products (average across babycare and feeding products) in the past 6 months, by key consumer groups, January 2018
                                                                                                • Choice Factors

                                                                                                  • Integrity, price and range
                                                                                                    • Figure 24: Key consumer choice factors between retailers when buying baby products, January 2018
                                                                                                  • Difference in choice factors by gender
                                                                                                    • Figure 25: Key consumer choice factors between retailers when buying baby products, by gender and age, January 2018
                                                                                                  • Difference in choice factors by key consumer groups
                                                                                                    • Figure 26: Key consumer choice factors between retailers when buying baby products, by key consumer groups, January 2018
                                                                                                  • Difference in choice factors by education
                                                                                                    • Figure 27: Key consumer choice factors between retailers when buying baby products, by level of education, January 2018
                                                                                                • Research Channels

                                                                                                  • The importance of experience and expertise
                                                                                                    • Figure 28: Information channels trusted by consumers when researching baby-related topics, January 2018
                                                                                                  • Baby products research channels by key demographics
                                                                                                    • Figure 29: Information channels trusted by consumers when researching baby products, by key demographics, January 2018
                                                                                                  • Parenting tips & skills research channels by key demographics
                                                                                                    • Figure 30: Information channels trusted by consumers when researching parenting tips and skills, by key demographics, January 2018
                                                                                                  • Family outing organisation research channels by key demographics
                                                                                                    • Figure 31: Information channels trusted by consumers when organising a family outing, by key demographics, January 2018
                                                                                                  • Early education research channels by key demographics
                                                                                                    • Figure 32: Information channels trusted by consumers when choosing early education or training institutions, by key demographics, January 2018
                                                                                                • Parenting Issues

                                                                                                  • Feeding both body and mind
                                                                                                      • Figure 33: Issues important to consumers when parenting their babies, January 2018
                                                                                                    • Parenting issues by generation
                                                                                                      • Figure 34: Issues important to consumers when parenting their babies, by generation group, January 2018
                                                                                                    • Parenting issues by number of children
                                                                                                      • Figure 35: Issues important to consumers when parenting their babies, by family structure, January 2018
                                                                                                    • Parenting issues by education level
                                                                                                      • Figure 36: Issues important to consumers when parenting their babies, by education level, January 2018
                                                                                                    • Parenting issues by key consumer group
                                                                                                      • Figure 37: Issues important to consumers when parenting their babies, by key consumer group, January 2018
                                                                                                  • Services Sought

                                                                                                    • Why retailers need to become experts
                                                                                                      • Figure 38: Services consumers would like to see mother & baby bricks-and-mortar stores provide, January 2018
                                                                                                    • Services sought by key demographics
                                                                                                      • Figure 39: Services consumers would like to see mother & baby bricks-and-mortar stores provide, by key demographics, January 2018
                                                                                                    • Services sought by key consumer groups
                                                                                                      • Figure 40: Services consumers would like to see mother & baby bricks-and-mortar stores provide, by key consumer groups, January 2018
                                                                                                    • Services sought by key cities
                                                                                                      • Figure 41: Services consumers would like to see mother & baby bricks-and-mortar stores provide, by key cities, January 2018
                                                                                                  • Consumer Attitudes

                                                                                                    • Attitudes towards service
                                                                                                      • Figure 42: Consumer attitudes towards mother & baby retail service, January 2018
                                                                                                    • Attitudes towards quality
                                                                                                      • Figure 43: Consumer attitudes towards mother & baby retail quality, January 2018
                                                                                                    • Attitudes towards trust
                                                                                                      • Figure 44: Consumer attitudes towards mother & baby retail trust, January 2018
                                                                                                    • Attitudes towards choice
                                                                                                      • Figure 45: Consumer attitudes towards mother & baby retail choice, January 2018
                                                                                                    • Attitudes of the key consumer groups
                                                                                                        • Figure 46: Consumer attitudes towards babycare needs, by key consumer group, January 2018
                                                                                                    • Appendix – Market Size and Forecast

                                                                                                        • Figure 47: China – Total market value for mother & baby products, 2012-22
                                                                                                    • Appendix – Methodology and Abbreviations

                                                                                                      • Methodology
                                                                                                        • Fan chart forecast
                                                                                                          • Abbreviations