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Nappies - China - May 2018

“Consumption premiumisation has further fuelled the market growth and tariff reduction will bring opportunities to international brands and also threat domestic brands. The agreement on nappy choices of mums and dads shows a chance to involve dads into purchasing nappy. Keep investing in high quality products and providing thoughtful service are the key to maintain consumers.”

- Vicky Zhou, Research Analyst

  • Slight differences between mums and dads
  • How to retain consumers’ brand loyalty in the industry with relatively high price sensitivity
  • Threats to local brands

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Table of contents

  1. Overview

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

                • The market
                  • Figure 1: Best- and worst-case forecast of total value sales of nappy market, China, 2012-22
                • Companies and brands
                  • Figure 2: Market share of top 10 nappy companies, China, 2016-17
                • The consumer
                  • Brand loyalty is low
                    • Figure 3: Product usage of baby nappies and wipes, January 2018
                  • Good quality is the most important reason for brand loyalty
                    • Figure 4: Top 10 reasons for using only one brand, January 2018
                  • But quality is not why consumers are changing brands
                    • Figure 5: Top 10 reasons for not using only one brand, January 2018
                  • International brands gain popularity
                    • Figure 6: Most often used nappy brand in the last six months, January 2018
                  • Consumers are more satisfied with features around skin feeling
                    • Figure 7: Satisfaction aspects of nappies’ brand used most often, January 2018
                  • Online channels are becoming more adaptive
                    • Figure 8: Most often visited purchasing channel for nappies, female, 2017 vs 2018
                  • What we think
                  • Issues and Insights

                    • Slight differences between mums and dads
                      • The facts
                        • The implications
                          • Figure 9: Diaper changing in men’s restroom, Argentina, 2017
                        • How to retain consumers’ brand loyalty in the industry with relatively high price sensitivity
                          • The facts
                            • The implications
                              • Figure 10: Merries cooperated with Kaola livestreaming
                            • Threats to local brands
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Moderate growth in the next five years
                                    • More threats to local brands
                                    • Market Size and Forecast

                                      • Stable growth after high speed growth
                                        • Figure 11: Best- and worst-case forecast of total value sales of nappy market, China, 2012-22
                                      • Slowing down in the next five years
                                      • Market Factors

                                        • Consumption premiumisation continues fuelling the market
                                          • Tariff reduction facilitates cross border brands
                                            • Figure 12: Anmous international certifications
                                          • Birth rate declined after second child policy
                                            • Figure 13: New births in China, 2012-17
                                        • Market Segmentation

                                            • Figure 14: Market share of nappies, by segment, China, 2012-17
                                            • Figure 15: Number of new babies, by age, China, 2012-17
                                        • Key Players – What You Need to Know

                                          • Leading brands from overseas
                                            • Approach consumers with service and take advantages of online channels
                                            • Market Share

                                              • International brands dominate the market
                                                  • Figure 16: Value share of leading companies in nappy market, China, 2016-17
                                                • Stable performance of local brands
                                                  • Threats in ‘Others’ cannot be neglected
                                                  • Competitive Strategies

                                                    • Cooperate with online channels
                                                      • Establish factory in China
                                                        • Cater to younger parents
                                                          • Figure 17: U.Style dads’ class, China, 2017
                                                        • Provide services besides products
                                                          • Figure 18: Bepanthol Baby Pooster project, São Paulo, 2017
                                                      • Who’s Innovating?

                                                        • Ingredients story
                                                          • Figure 19: New nappy launches with vitamin ingredient, Japan and US, 2017-18
                                                        • Designer packaging
                                                          • Figure 20: New nappy launches with fashion design, Netherland and China, 2017
                                                        • Introduce ‘Astronaut Level’ to nappy
                                                          • Figure 21: New nappy launches with ‘Astronaut Level’ claim, China, 2017-18
                                                        • Upgraded texture for better skin care
                                                          • Figure 22: New nappy launches to reduce diaper rash and friction, India and Japan, 2017
                                                        • Safety assurance
                                                          • Figure 23: New nappy launches with safety assurance, US, 2018
                                                        • Environmental friendly
                                                          • Figure 24: New nappy launches with eco-friendly claim, US, 2017
                                                        • Thinner and thinner
                                                          • Figure 25: New nappy launches with thin material, China, 2017
                                                      • The Consumer – What You Need to Know

                                                        • 53% of parents change brands of disposable nappies
                                                          • Establish trust with good quality to maintain consumers
                                                            • Younger parents like trying different brands while older consumers switch brands mainly due to promotions
                                                              • Consumers are passionate of Japanese brands
                                                                • Consumers are impressed by softness most
                                                                  • Young mums turns to online channels
                                                                  • Product Usage

                                                                    • High penetration of disposable nappies with low brand loyalty
                                                                      • Figure 26: Product usage of baby nappies and wipes, January 2018
                                                                    • Younger parents have higher brand loyalty
                                                                      • Figure 27: Brand usage (use one brand only), January 2018
                                                                    • Affluent families are easier to switch brands
                                                                      • Figure 28: Product usage (use one brand only), by monthly household income, January 2018
                                                                    • Stage 2 is the period changing brands most likely
                                                                      • Figure 29: Product usage (use several brands), by age of youngest child, January 2018
                                                                  • Reasons of Brand Loyalty

                                                                    • Good quality is key, while habit also plays an important role
                                                                      • Figure 30: Top 10 reasons for using only one brand, January 2018
                                                                    • It is easier for younger parents to feel satisfied
                                                                      • Figure 31: Top six reasons for using only one brand, by age, January 2018
                                                                    • Habit resonates to low earners and lower city tier consumers
                                                                      • Figure 32: Top five reasons for using only one brand, by monthly personal income and city tier, January 2018
                                                                    • Dads are more rational than mums
                                                                      • Figure 33: Top 10 reasons for using only one brand, by gender, January 2018
                                                                  • Barriers of Brand Loyalty

                                                                    • Consumers continue pursuing better products
                                                                      • Figure 34: Top 10 reasons for not using only one brand, January 2018
                                                                      • Figure 35: Pampers smallest diapers for premature babies, Chile, 2017
                                                                    • Older consumers are more driven by promotions
                                                                      • Figure 36: Selected reasons for not using only one brand, by age, January 2018
                                                                  • Most Often Used Brand

                                                                    • Consumers prefer international brands
                                                                      • Figure 37: Most often used nappy brand in the last six months, January 2018
                                                                      • Figure 38: Miffy nappy materials and production proof
                                                                    • Especially females
                                                                      • Figure 39: Most often used nappy brand in the last six months, female, 2016 vs 2018
                                                                    • Dads are potential target for local brands
                                                                      • Figure 40: Most often used nappy brand in the last six months, by gender, January 2018
                                                                    • Moony and Huggies have the most loyalty users of disposable nappies
                                                                      • Figure 41: Most often used nappy brand in the last six months, by product usage (use one brand only), January 2018
                                                                    • Baby’s grandparents have not influenced brand choice much
                                                                      • Figure 42: Most often used nappy brand in the last six months, by living situation, January 2018
                                                                  • Key Satisfaction Drivers

                                                                    • Satisfied with skin feelings most
                                                                      • Figure 43: Satisfaction aspects of nappies’ brand used most often, January 2018
                                                                      • Figure 44: Q-MO magic breath nappy, China, 2017
                                                                    • New parents are almost indiscriminately satisfied with each attribute
                                                                      • Figure 45: Satisfaction aspects of nappies’ brand used most often, by age of youngest child, January 2018
                                                                      • Figure 46: Monit diaper sensing
                                                                    • Japanese brands gain the highest satisfaction level
                                                                      • Figure 47: Satisfaction aspects of nappies’ brand used most often, by brand, January 2018
                                                                    • Moony
                                                                      • Figure 48: Key drivers of overall satisfaction with Moony, January 2018
                                                                      • Figure 49: Moony improvement education, China, 2017
                                                                    • GOO.N
                                                                      • Figure 50: Key drivers of overall satisfaction with GOO.N, January 2018
                                                                      • Figure 51: GOO.N Super Premium nappy introduction, China, 2017
                                                                    • Pampers
                                                                      • Figure 52: Key drivers of overall satisfaction with Pampers, January 2018
                                                                      • Figure 53: Pampers Japan imported first-class nappy, China, 2017
                                                                  • Most Visited Purchasing Channel

                                                                    • Higher adoption of domestic online platforms in 2018
                                                                      • Figure 54: Most often visited purchasing channel for nappies, female, 2017 vs 2018
                                                                    • Younger females switch to online channels most
                                                                      • Figure 55: Gap between 2017 (as benchmark) and 2018 in most often visited purchasing channel for nappies, female, by age
                                                                    • Physical specialised mother and baby care stores attract affluent families
                                                                      • Figure 56: Gap between 2017 (as benchmark) and 2018 in most often visited purchasing channel for nappies, female, by monthly household income
                                                                  • Meet the Mintropolitans

                                                                    • Mintropolitans have lower brand loyalty
                                                                      • Figure 57: Product usage of baby nappies and wipes, January 2018
                                                                    • Product features are most important to Mintropolitans
                                                                      • Figure 58: Top 10 reasons for using only one brand, January 2018
                                                                    • Same reasons for changing brands
                                                                      • Figure 59: Top 10 reasons for not using only one brand, by consumer classification, January 2018
                                                                  • Appendix – Market Size and Forecast

                                                                      • Figure 60: Total value sales of nappy market, China 2012-22
                                                                  • Appendix – Methodology and Abbreviations

                                                                    • Methodology
                                                                      • Fan chart forecast
                                                                        • Abbreviations

                                                                        Nappies - China - May 2018

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