China Baby Personal Care Market Report 2022
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“Faced with a declining birth rate and saturation of most product types, the baby personal care market needs product innovation and brand positioning that speak to the new generations of parents. Specifically, weighing on emerging product types (eg suncare), introducing new formats and textures and focusing on product efficacy are key to unlocking the market’s potential.”
– Tina He, Research Analyst
This Report discusses the following key topics:
- Market overview and growth of China’s baby personal care market
- Competitive landscape and new product trends in China’s baby personal care market
- Prices of products bought
- Factors consumers are willing to pay more for
- Change of purchasing channels
- Purchase behaviours
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Overview
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- Key issues covered in this Report
- Definitions
- Subgroup definitions (by monthly household income):
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Executive Summary
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- The market
- Figure 1: Best- and worst-case forecast of retail value of baby personal care market, China, 2017-27
- Companies and brands
- Figure 2: Leading manufacturers’ share in value sales of baby personal care market, China, 2020-21
- The consumer
- Apart from the emerging category of suncare, consumers allocated larger spending on baby cream and oil
- Figure 3: Price of products bought, 2022
- Safety concerns prevent parents from purchasing baby suncare
- Figure 4: Reasons for not buying baby suncare, 2022
- Good for skin microbiome and safe to be eaten are most value-adding, followed by efficacy-related features
- Figure 5: Factors willing to pay more for, 2022
- Comprehensive shopping websites and specialised mother and baby retailers gained advantages over all other channels
- Figure 6: Change of purchasing channels, 2022
- Guaranteed quality and wide product ranges are the foremost advantages of specialised purchasing channels
- Figure 7: Advantages of specialised purchasing channels, 2022
- Specialisation preferred in both channel selection and brand choices
- Figure 8: Purchase behaviours – Channel preferences and brand positioning, 2022
- What we think
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Issues and Insights
- Skin health and efficacy are under the spotlight in baby personal care
- Figure 9: Example of a baby personal care brand fulfilling everyday care, China
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- Figure 10: Example of a baby personal care brand focusing on efficacy, China, 2022
- Promote baby personal care brands focusing on efficacy through specialised purchasing channels
- Figure 11: Example of promoting baby personal care highlighting efficacy through specialised purchasing channels, China, 2022
- Enhance sun protection in the baby skincare routine
- Figure 12: Example of baby suncare featuring safe formula, China, 2022
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- Figure 13: Example of an after-sun product and a facial cleanser with sunscreen removal effects, China, 2021-22
- Skin health and efficacy are under the spotlight in baby personal care
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Market Size and Forecast
- Double-digit growth remains, though restricted by lower birth rate
- Figure 14: Best- and worst-case forecast of retail value of baby personal care market, China, 2017-27
- Double-digit growth remains, though restricted by lower birth rate
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Market Factors
- The decline in birth rate has become an irreversible trend
- …with the second child taking up a considerable proportion
- Parents of new generations are more willing to learn from various sources and engage with specialised purchasing channels
- Latest government regulations on baby personal care shed light on safety and efficacy
- Figure 15: National Medical Products Administration’s introduction of the mark of children’s cosmetics, China, 2021
- The decline in birth rate has become an irreversible trend
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Market Segmentation
- Skincare and haircare are on the rise
- Figure 16: Value sales and growth rate of total baby personal care market, by segment, China, 2018-22
- Skincare and haircare are on the rise
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Market Share
- Emerging domestic brands gained the strongest growth
- Figure 17: Leading manufacturers’ share in value sales of baby personal care market, China, 2020-21
- Brand aging threatened established market players
- Emerging domestic brands gained the strongest growth
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Marketing Activities
- Highlight R&D capabilities to support efficacy
- Figure 18: Examples of highlighting R&D capabilities of baby personal care brands, China, 2022
- Offer guidance on holistic baby care to distinguish from common advice
- Figure 19: Example of brand’s guidance on holistic baby care, China, 2022
- Establish IP collaboration bearing parents’ good wishes
- Figure 20: Examples of IP collaboration of baby personal care products, China, 2022
- Gain exposure through parents and children reality shows
- Figure 21: Example of collaboration with parents and children reality shows, China, 2022
- Highlight R&D capabilities to support efficacy
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New Product Trends
- While botanical/herbal is mainstream, prebiotic claims have grown fast in baby personal care
- Figure 22: Top claims in new baby personal care launches, China, 2018-22
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- Figure 23: Examples of new baby personal care launches with prebiotic claims, China, 2022
- Active innovation of baby haircare
- Figure 24: Examples of new baby haircare launches, China, 2022
- Diverse formats and textures in baby skincare
- Figure 25: New product launches in baby skincare market, by format and texture, China, 2018-22
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- Figure 26: Examples of new baby skincare launches with diverse textures, China, 2022
- Borrowing concepts from adult facial skincare is becoming a way to differentiate
- Figure 27: Example of baby concentrated essence, China, 2021
- After-sun products have emerged with sun protection awareness
- Figure 28: Examples of after-sun baby personal care products, China, 2022
- While botanical/herbal is mainstream, prebiotic claims have grown fast in baby personal care
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Price of Products Bought
- Consumers allocated larger spending on baby cream and oil
- Figure 29: Price of products bought, 2022
- More consumers spent on baby suncare, while less spending on hand wash/liquid soap
- Figure 30: Price of products bought – Never bought in the last 12 months, 2021 vs 2022
- Baby suncare remained the most premium product category
- Figure 31: Average spending on different baby personal care products, 2021 vs 2022
- Premiumisation opportunities in baby shower and skincare items
- Affluent families tend to provide comprehensive care for babies
- Figure 32: Price of products bought – Never bought in the last 12 months, by income, 2022
- Baby girls receive slightly more delicate care than baby boys
- Figure 33: Price of products bought – Never bought in the last 12 months, by gender of youngest child, 2022
- Consumers allocated larger spending on baby cream and oil
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Reasons for Not Buying Baby Suncare
- Safety is the biggest barrier from adopting baby suncare
- Figure 34: Reasons for not buying baby suncare, 2022
- Physical protection poses competition to baby suncare products
- Limited product choices hinder consumers from tier 3 or lower cities
- Safety is the biggest barrier from adopting baby suncare
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Factors Willing to Pay More For
- Good for skin microbiome and safe to be eaten are the most value-adding features
- Figure 35: Factors willing to pay more for, 2022
- Efficacy is highly expected of baby personal care
- Good for skin health and safe formula can capture the majority of consumers
- Figure 36: TURF analysis of factors willing to pay more for, 2022
- Parents planning to have more children value efficacy as well as ethics and sustainability
- Figure 37: Parents planning to have more children, by selected demographics, 2022
- Good for skin microbiome and safe to be eaten are the most value-adding features
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Change of Purchasing Channels
- Comprehensive shopping websites are the most popular
- Figure 38: Change of purchasing channels, 2022
- Specialised channels are winning parents’ affinity, especially among the younger generations
- Penetration of specialised channels has a gap between tier 1 and non-first tier cities
- Figure 39: Change of purchasing channels – Never in the last 12 months, by city tier, 2022
- Comprehensive shopping websites are the most popular
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Advantages of Specialised Purchasing Channels
- Product quality and ranges are the foremost
- Figure 40: Advantages of specialised purchasing channels, 2022
- Omni-channel strategies could enhance consumer loyalty
- Offline activities optimise shopping experiences
- Parents planning to have more children prefer loyalty programs, one-stop offline services and face-to-face professional guidance
- Product quality and ranges are the foremost
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Purchase Behaviours
- Online channels and specialised channels show advantages
- Figure 41: Purchase behaviours – Channel preferences, 2022
- Bulk buying is more common among females, young parents, high earners
- Figure 42: Purchase behaviours – Shopping habits, 2022
- Efficacy and specialisation are preferred in brand choices
- Figure 43: Purchase behaviours – Brand positioning, 2022
- Baby personal care brands derived from adult skincare show potential
- Figure 44: Purchase behaviours – Brand types, 2022
- Consumers who prefer specialised shopping channels show high interests in brands focusing on efficacy
- Figure 45: Purchase behaviours – Brand positioning and brand types, by channel preferences, 2022
- Online channels and specialised channels show advantages
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Appendix – Market Size and Forecast
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- Figure 46: Total value sales and forecast of baby personal care, China, 2017-27
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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