The concept of skin health and innovative ingredient stories have the potential to drive the growth of the baby personal care category. Brands need to revise their key audience and impress them with high-quality products.
Jane Chai, Senior Research Analyst, Beauty and Personal Care, China
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Executive Summary
- Key issues covered in this Report
- The market
- The company
- Graph 1: top claims in new baby personal care launches, 2020-23
- Graph 2: new product launches in baby personal care market, by sub-category, 2020-23
- The consumer
- Graph 3: baby skin issues, 2023
- Graph 4: price of products bought – average price, 2021-23
- Graph 5: efficacy expectations for prestige products – leave-on products, 2023
- Graph 6: efficacy expectations for prestige products – rinse-off cleaning products, 2023
- Graph 7: occasion frequency, 2023
- Graph 8: baby personal care habits, 2023
- Graph 9: ingredients preferred in baby personal care products, 2023
- Graph 10: perceptions of ingredients, 2023
- Issues and insights
- What we think
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The market
- Market size and forecast
- Market factors
- Graph 11: new births (million) and YOY growth (%), China, 2012-22
- Graph 12: plan to have more children, 2019-23
- Market segmentation
- Graph 13: value sales of total baby personal care market, by segment, 2019-23
- Graph 14: growth rate of total baby personal care market, by segment, 2019-23
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The company
- Market share
- Marketing activities
- New product trends
- Graph 15: share of new baby personal care launches in total personal care market*, 2020-23
- Graph 16: new product launches in baby personal care market, by launch type, 2020-23
- Graph 17: new product launches in baby personal care market, by price positioning, 2020-23
- Graph 18: new product launches in baby personal care market, by sub-category, 2020-23
- Graph 19: top claims in new baby personal care launches, 2020-23
- Graph 20: top claims in new baby personal care launches, 2020-23
- Graph 21: top claims in new baby facial skincare launches, 2020-23
- Graph 22: top claims in new baby facial skincare launches, 2020-23
- Graph 23: top claims in new baby bodycare launches, 2020-23
- Graph 24: top claims in new baby bodycare launches, 2020-23
- Graph 25: top claims in new baby soap, bath and shower launches, 2020-23
- Graph 26: top claims in new baby soap, bath and shower launches, 2020-23
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The consumer
- Baby skin issues
- Graph 27: baby skin issues, 2023
- Graph 28: baby skin issues, by age of youngest child, 2023
- Graph 29: baby health issues – allergy (a), total and by the age of youngest child, 2023
- Price of products bought
- Graph 30: price of products bought, 2023
- Graph 31: price of products bought – average price, 2023
- Graph 32: price of product bought – baby lotion/cream, by monthly household income and marital status, 2023
- Graph 33: price of product bought – baby oil, by monthly household income and marital status, 2023
- Graph 34: price of product bought – baby lotion/cream, by gender and age, 2023
- Graph 35: price of product bought – baby oil, by gender and age, 2023
- Graph 36: price of products bought – have bought in the last 12 months, 2021-23
- Graph 37: price of products bought – average price, 2021-23
- Efficacy expectations for prestige products
- Graph 38: efficacy expectations for prestige products – rinse-off cleaning products, 2023
- Graph 39: efficacy expectations for prestige products – rinse-off cleaning products, by whether have bought rinse-off cleaning products above RMB200, 2023
- Graph 40: efficacy expectations for prestige products – rinse-off cleaning products, by monthly household income, 2023
- Graph 41: efficacy expectations for prestige products – rinse-off cleaning products, by age of youngest child, 2023
- Graph 42: efficacy expectations for prestige products – leave-on products, 2023
- Graph 43: efficacy expectations for prestige products – leave-on products, 2023
- Graph 44: efficacy expectations for prestige products – leave-on products, by monthly household income, 2023
- Graph 45: efficacy expectations for prestige products – leave-on products, by age of youngest baby, 2023
- Occasion frequency
- Graph 46: occasion frequency, 2023
- Graph 47: occasion frequency – washing face, by age of youngest child, 2023
- Graph 48: occasion frequency – washing hair, by age of youngest child, 2023
- Graph 49: occasion frequency – taking a shower or bath, by age of youngest child, 2023
- Graph 50: occasion frequency – going out, by age of youngest child, 2023
- Baby personal care habits
- Graph 51: baby personal care habits, 2023
- Graph 52: baby personal care habits, by age of youngest child, 2023
- Graph 53: baby personal care habits, by whether have bought rinse-off cleaning products above RMB200, 2023
- Graph 54: baby personal care habits, by whether have bought leave-on products above RMB200, 2023
- Graph 55: baby personal care habits, by monthly household income, 2023
- Graph 56: baby personal care habits, by frequency of taking a shower or bath, 2023
- Graph 57: baby personal care habits, by frequency of washing hair, 2023
- Graph 58: baby personal care habits, by frequency of going out, 2023
- Ingredients preferred
- Graph 59: ingredients preferred in baby personal care products, 2023
- Graph 60: ingredients preferred in baby personal care products, by whether have bought products above RMB200, 2023
- Graph 61: ingredients preferred in baby personal care products, by monthly household income, 2023
- Graph 62: ingredients preferred in baby personal care products, by baby skin issues, 2023
- Perceptions of ingredients
- Graph 63: perceptions of ingredients, 2023
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issues and insights
- The concept of skin health will be a premiumisation booster
- Ingredient stories need to go beyond safety and mildness
- Revise the target audience of premium baby personal care products
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Appendix – size and forecast, methodology and abbreviations
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