2020
0
China Personal Care Products During Pregnancy Market Report 2020
2020-09-04T09:24:17+01:00
OX990388
3695
124714
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Report
en_GB
“During both pregnancy and the lactation stage, skin concerns such as stretch marks and loose skin are the most likely to occur and it is essential for brands to offer…

China Personal Care Products During Pregnancy Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Chinese Personal Care Products During Pregnancy market, including the behaviours, preferences and habits of the consumer.

With 50% of women experiencing stretch marks during pregnancy, and 46% of women suffering from loose skin during the lactation period, demand remains strong for personal care during pregnancy among the Chinese market. While the COVID-19 pandemic saw short-term disruption to the industry’s supply chains, there has been positive growth after initial lockdowns.

Birth rates and the population of women at childbearing age (15-49) have continued to decline, meaning that brands will have to focus more on increased spending per person to encourage market growth. Providing effective solutions and improving customer trust will be key to this, with longer term innovation into a wider product selection also proving successful.

Younger consumers are more open to using makeup during pregnancy, meaning potential areas of innovation into colour cosmetic solutions for new and expecting mothers. As environmental concerns and wellness become more important, using natural ingredients has also become a factor in consumer product choice.

Read on to discover more details or take a look at all of our Beauty, Personal Goods and Toiletries market research.

Quickly understand

  • Appearances matter during pregnancy, this indicates further opportunities for maternity beauty.
  • More ways to communicate with consumers.
  • Fixing visible skin issues caused by pregnancy is a key selling point.

Covered in this report

Brands: Kangaroo Mommy, Clarins, Johnson&Johnson, Estee Lauder, Mom Face, Baby elephant, Shiseido, Lancome, L’Oreal, Annunication, Naturaglace, Giving, Bloomcare, Yulimade, Plant’ism, Burt’s Bees, Weleda.

Expert analysis from a specialist in the field

Written by Alice Li, a leading analyst in the Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

During both pregnancy and the lactation stage, skin concerns such as stretch marks and loose skin are the most likely to occur and it is essential for brands to offer effective solutions that can help to restore skin back to its pre-pregnancy stage and elevate confidence. Appearances still matter during pregnancy, thus opportunities lie in offering a wider range of beauty product made of natural ingredients to reassure safety, which will help engage consumers in more sub-categories and encourage trading up.

Amy Jin
Research Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Covered in this Report
  2. Executive Summary

    • Market and Competition
    • Impact of COVID-19 on Personal Care Products during Pregnancy
    • Long-term impact of COVID-19 will be limited
      • Figure 1: Short, medium and long-term impact of COVID-19 on personal care products during pregnancy, August 2020
    • Higher standard on safety implies more focus on natural ingredient
    • Space squeezed for small and prosaic brands while big online players benefit
    • The consumer
    • Providing effective solutions towards visible concerns
      • Figure 2: Skin issues experienced during pregnancy and lactation, April 2020
    • Multiple channels used by consumers to absorb information
      • Figure 3: Information source used during pregnancy, April 2020
    • More possibilities on colour cosmetics for pregnancy
      • Figure 4: Types of products used during pregnancy, April 2020
    • Domestic brands with wider product range are winning
      • Figure 5: Top 10 brands used during pregnancy, April 2020
    • Having natural ingredient is a key selecting factor
      • Figure 6: Selecting factors of pregnancy products, April 2020
    • Appearances still matters during pregnancy
      • Figure 7: Attitudes towards personal care during pregnancy, April 2020
    • What we think
  3. Issues and Insights

    • Appearances matter during pregnancy indicates further opportunities for maternity beauty
    • The facts
    • The implications
      • Figure 8: Kangaroo Mommy make-up sets
    • More ways to communicate with consumers
    • The facts
    • The implications
    • Fixing visible skin issues caused by pregnancy is a key selling point
    • The facts
    • The implications
  4. Market and Competition – What You Need to Know

    • Providing more products specifically claiming for maternal
    • Birth rate continues to decline
    • Launching a wider range of products
  5. Market Overview

    • The proportion of skincare innovations with ‘maternal’ claim is still small…
      • Figure 9: Haolika’s protein mask, China, 2019
      • Figure 10: Selected claims of new product launches in skincare category, China, 2019
    • …But it is still higher than global data
      • Figure 11: Selected claims of new product launches in skincare category, Global, 2019
    • Domestic brand Kangaroo Mommy beats the international brands in consumers’ selection
      • Figure 12: Top brands used during pregnancy, April 2020
  6. Market Factors

    • Population of women of childbearing age shrinks
      • Figure 13: Birth rate and number of new-borns, China, 2014-19
      • Figure 14: Total number and growth rate of babies aged 0-3 years in China, 2020-24
    • Specialty skincare products for sensitive skin are alternative choices
  7. Competitive Strategies

    • Launching wide range of products, including makeup for pregnancy
      • Figure 15: Product list of Kangaroo Mommy/Aocilenda
      • Figure 16: Kangaroo Mommy make-up sets
    • Natural beauty/organic beauty brands expand product range to cover pregnancy beauty
      • Figure 17: Make up offered by naturaglace and Etvos
    • Edible ingredients in skincare products for pregnancy
      • Figure 18: Product including edible ingredient
  8. Who’s Innovating?

    • Ampoule essence for pregnancy women
      • Figure 19: Giving’s ampoule essence, China, 2020
      • Figure 20: Bloomcare’s ampoule essence, China, 2019
    • Product set for new mums
      • Figure 21: Maternal product set, UK, 2020
    • Avocados as natural ingredients
      • Figure 22: Products with avocado ingredients, China, 2019
    • Products designed for specific use
      • Figure 23: Pregnancy products for specific usage, UK, 2019
    • Drinks to alter skin condition of mothers
      • Figure 24: Mom Face probiotics drinks for pregnancy, China, 2020
  9. The Consumer – What You Need to Know

    • Stretch marks is the top concern during pregnancy while loose skin dominates lactation period
    • Baby care forums the most used information channel
    • 48% of consumers still use colour cosmetics during pregnancy
    • Domestic brands are winning consumer preference
    • Natural ingredients the top selecting factor
    • Consumers are more cautious during lactation period
  10. Skin Issues Experienced during Pregnancy and Lactation

    • Stretch mark is experienced most during pregnancy, followed by dark spots/pigments
      • Figure 25: Skin issues experienced during pregnancy and lactation, April 2020
    • Young skin show very different situation
      • Figure 26: Skin issues experienced during pregnancy, by age, April 2020
      • Figure 27: Skin issues experienced during lactation, by age, April 2020
  11. Information Source Used during Pregnancy

    • Professional channels have more subscribers
      • Figure 28: Information source used during pregnancy, April 2020
    • Younger generation rely more on offline education
      • Figure 29: Information source used during pregnancy, by age, April 2020
    • Affluent consumers are more likely to use services to get information
      • Figure 30: Information source used during pregnancy, by monthly personal income, April 2020
  12. Types of Products Used During Pregnancy

    • Availability of specially designed products for pregnancy is a trigger of selecting products
      • Figure 31: Types of products used during pregnancy, April 2020
    • Younger age group show high receptivity
      • Figure 32: Types of products used during pregnancy- products claimed suitable for pregnant women, by age, April 2020
    • Consumers who use products claimed for pregnancy experience more skin concerns during pregnancy
  13. Brands Used During Pregnancy

    • Kangaroo Mommy gaining the most consumers
      • Figure 33: Top 10 brands used during pregnancy, April 2020
    • Kangaroo Mommy and Clarins win share from consumers who look for professionalism
      • Figure 34: Top 10 brands used during pregnancy, by user type, April 2020
    • Consumers of lower age group prefer domestic brands
      • Figure 35: Top 7 brands used during pregnancy, by age, April 2020
    • …While consumers of higher income choose international brand
      • Figure 36: Top 10 brands used during pregnancy, by income, April 2020
  14. Selecting Factors of Pregnancy Products

    • Prioritise natural ingredients rather than certificates
      • Figure 37: Selecting factors of pregnancy products, April 2020
    • Pregnant women need apparent indicator while experienced mothers seek additional request
      • Figure 38: Selecting factors of pregnancy products, by children in household, April 2020
  15. Attitudes towards Personal Care during Pregnancy

    • Ingredients concern most of the consumers
      • Figure 39: Attitudes towards personal care during pregnancy, April 2020
    • Pregnancy product users are more careful during lactation period
    • High earners are more opinionated and prefer imported brands more than others
      • Figure 40: Attitudes towards personal care during pregnancy, by monthly personal income, April 2020
    • Younger consumers pay more attention to their appearances during pregnancy
      • Figure 41: ‘My skin issues (eg loose skin, stretch marks) during pregnancy make me feel less confident’, by age, April 2020
      • Figure 42: ‘I don’t trust colour cosmetics (eg lipsticks, foundation) claimed safe to use during pregnancy’, by age, April 2020
  16. Meet the Mintropolitans

    • MinTs experience more skin concerns than Non-MinTs
      • Figure 43: Skin issues experienced during pregnancy, by consumer classification, April 2020
    • MinTs are more eager to absorb information
    • MinTs are more serious towards their appearances
      • Figure 44: ‘I still pay attention to dress and appearance during pregnancy’, by consumer classification, April 2020
  17. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

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