This report looks at the following areas:
- Macroeconomic factors affecting China’s baby personal care market
- Competitive landscape and new product trends in baby personal care categories
- Changes in spending on baby personal care products and reasons for spending more
- Claims of interest in leave-on products
- Babycare practices among parents of babies aged 0-3 in different scenarios
- Attitudes towards babycare
Facing a shrinking target audience, babycare brands need to tap into demand for tailored solutions and innovate in product benefits. Long-lasting moisturisation remains central, but addressing skin issues has also become key. Expanding usage occasions and offering differentiated products will give brands a competitive edge and drive growth in a steady market.
Jane Chai, Senior Analyst, China Insights
Market Definitions
This Report includes baby shampoo, baby soap, baby shower gel, baby powder, baby lotion/cream, baby suncare, baby oil, baby nappy cream, baby insect repellent and baby handwash/liquid soap.
It excludes baby nappies and wipes, feeding and food preparation accessories.
The demographic age coverage includes babies and toddlers aged 0-3.
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- China's baby personal care market shows steady growth and resilience driven by consumer willingness to spend
- Market factors: the target demographic is shrinking but willingness to spend is steadily rising
- Companies and brands
- Domestic brands shine and niche brands have their unique strengths
- Key trends in marketing activities
- New product trends: skin health captures attention
- Graph 1: top claims in baby personal care launches, 2020-24
- Examples of products that reflect these trends
- The consumer
- Baby skin issues have remained relatively consistent since 2023
- Graph 2: baby skin issues, 2023 vs 2024
- Baby suncare products are still niche but command the highest average price
- Graph 3: average price of products bought, 2024
- Graph 4: price of products brought, 2024
- Rinse-off products: shampoo usage and average spend on bath products have increased
- Leave-on products: massage oil prices climb steadily, while suncare usage has stagnated
- Other products: insect repellent usage continues to rise
- Spending on baby personal care products shows steady growth
- Higher spending is mainly driven by product benefits
- Graph 5: reasons for spending more, 2024
- Parents favour leave-on products that provide long-lasting moisture, quick absorption and improvement in skin issues
- Graph 6: claims of interest in leave-on products, 2024
- Both at home and during travel, parents maintain high standards of hygiene and care
- Graph 7: babycare practices in different scenarios, 2024
- Parents focus on the safety, personalisation and quality of baby personal care products
- Graph 8: attitudes towards baby personal care, 2024
- Issues and insights
- What we think
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The market
- Market size and forecast
- The baby personal care market has slowed further in 2024
- Market factors
- The number of births in China has been falling since 2017
- Graph 9: number of births and YOY growth, 2014-24
- Plans to have a second or third child have declined again
- Graph 10: plans to have more children, 2019-24
- Parents' willingness to spend on baby personal care products is steadily rising
- Graph 11: changes in spending, 2024
- Willingness to spend on babycare is strong, but growth has slowed
- Graph 12: YOY growth of total retail sales of consumer goods, 2022-2024
- Graph 13: attitudes towards baby personal care – spending, 2024
- Market segmentation
- Baby skincare products continue to gain market share
- Graph 14: baby personal care market value, by segment, 2020-24
- …and are still driving market growth
- Graph 15: annual growth rate of baby personal care market value, by segment, 2020-24
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Companies and brands
- Market share
- Emerging domestic brands maintain growth momentum
- Bodorme has jumped up in the rankings
- Evereden continues to gain market share
- Other brands: Hi!papa focuses on suncare, Bepanthen nappy ointment is a top seller, Mompick and Prince Frog make gains
- Marketing activities
- Integrate products into everyday life to expand usage occasions
- Leverage seasonal changes to encourage new purchases
- Call out ingredients to showcase product efficacy
- Partner with experts to enhance brand credibility
- Set industry standards to enhance brand influence
- Leverage channels to attract and retain users
- New product trends
- China's babycare products hold a world-leading but declining share of personal care launches
- Graph 16: share of baby personal care launches in the overall personal care market, 2020-24
- Babycare NPD activity remains strong in China, with new products accounting for nearly 60% of launches
- Graph 17: baby personal care launches, by launch type, 2020-24
- Mass-market products dominate, while masstige offerings continue to decline due to cautious spending
- Graph 18: baby personal care launches, by price positioning, 2020-24
- Facial skincare leads babycare NPD, and suncare gains momentum
- Graph 19: baby personal care launches, by sub-category, 2020-24
- The global market sees an increase in moisturising benefits and rapid growth in eco-friendly claims
- Graph 20: top claims in baby personal care launches, 2020-24
- The Chinese market has a greater focus on skin health and convenience
- Graph 21: top claims in baby personal care launches, 2020-24
- Sun protection and gentle cleansing claims see rising importance in the ecommerce space
- Moisturising products emphasise long-lasting effects
- For sensitive skin, soothe discomfort and strengthen the skin barrier
- Lip care sees diverse innovations
- Suncare products for babies prioritise safety
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The consumer
- Tracking of baby skin issues
- Skin conditions among 0-3 year olds are mostly stable, with slight rises in eczema and drool rash
- Graph 22: baby skin issues, 2023 vs 2024
- Baby girls are slightly more prone to skin problems than baby boys
- Graph 23: baby skin issues, by baby's gender, 2024
- Eczema peaks in babies aged 0-6 months, while heat rash is common from 7-12 months
- Graph 24: baby skin issues, by baby's age, 2024
- Allergies are on the rise
- Graph 25: baby health issues – allergies (a), by baby's gender and age, 2024
- Graph 26: baby health issues – allergies (a), 2023-24
- Parents concerned about allergies are more willing to spend and use a wider range of products
- Price of products bought
- Baby suncare products command the highest average price but lag in penetration
- Graph 27: average price of products bought, 2024
- Graph 28: price of products brought, 2024
- Rinse-off products: shampoo usage and average spend on bath products have increased
- Leave-on products: massage oil prices climb steadily, while suncare usage has stagnated
- Other products: insect repellent usage continues to rise
- Graph 29: price of products bought – % who have bought in the last 12 months, 2021-24
- Graph 30: average price of products bought, 2021-24
- Changes in spending
- Spending on baby personal care products is rising steadily
- Graph 31: changes in spending, total and by monthly household income, family structure and baby's age, 2024
- Reasons for spending more
- A focus on product benefits drives higher spending
- Graph 32: reasons for spending more, 2024
- Higher-income families are focusing their spending on leave-on products
- Graph 33: reasons for spending more, by monthly household income, 2024
- Claims of interest in leave-on products
- Parents prefer leave-on products offering long-lasting moisture, quick absorption and improvement in skin issues
- Graph 34: claims of interest in leave-on products, 2024
- In addition to long-lasting moisture, leave-on products should address skin issues and offer instant benefits
- Babycare practices in different scenarios
- Parents adopt thorough babycare routines at home
- Graph 35: babycare practices in different scenarios, 2024
- Attitudes towards baby personal care
- Parents make informed and tailored choices, valuing safety and effectiveness
- Graph 36: attitudes towards baby personal care, 2024
- Consumer segmentation
- The four types of parents
- Graph 37: consumer segmentation based on attitudes towards baby personal care, 2024
- Graph 38: attitudes towards babycare – % strongly agree, by consumer segments, 2024
- Intensive Parents
- AI-powered concept from Mintel Spark
- Free-range Parents
- AI-powered concept from Mintel Spark
- Scientific Parents
- AI-powered concept from Mintel Spark
- Trend-following Parents
- AI-powered concept from Mintel Spark
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Issues and insights
- Focus on key factors to maintain parents' willingness to spend
- Embrace segmentation
- Develop seasonal solutions
- Provide babycare solutions for travel occasions
- Portable travel sets meet on-the-go needs
- Partner with family-friendly hotels to enhance travel usage experiences
- Use education and social marketing to strengthen parental awareness
- Beyond moisturising benefits, promoting overall skin health is key to attracting new customers
- Offer advanced benefits by tackling skin issues
- Establish brand authority through educational messaging
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Appendix – market size and forecast, research methodology and abbreviations
- Market size and forecast
- Methodology
- Abbreviations
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