Nappies and Baby Wipes - China - March 2016
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“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:
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:
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Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
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