2022
0
China Personal Care Products during Pregnancy Market Report 2022
2023-01-17T03:03:29+00:00
OX1101411
3695
159536
[{"name":"Beauty and Personal Care","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care"},{"name":"Health and Wellbeing","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing"}]
Report
en_GB
“For women, childbearing can be a daunting and stressful task. The changes and strain placed on a woman’s body require full attention. While ensuring foetal safety is the primary requirement,…

China Personal Care Products during Pregnancy Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“For women, childbearing can be a daunting and stressful task. The changes and strain placed on a woman’s body require full attention. While ensuring foetal safety is the primary requirement, pregnancy personal care products can also provide additional emotionally uplifting benefits and extend care into post-childbirth, allowing women to feel pampered and cared for. It is also critical to debunk the myth of ingredient suitability so that consumers can choose pregnancy personal care products with greater confidence.”

– Renee Gu, Senior Analyst

Key issues covered in this Report:

  • Market factors impacting the niche category, including regulation
  • Market campaigns and innovations targeting pregnant women and new mums, covering local and overseas cases
  • Product usage situation during pregnancy compared with 2021
  • Consumers’ perception of the suitability of different ingredients for pregnancy use
  • Consumers’ skin concerns that require facial skincare products to address
  • Consumers’ attitudes towards personal care during pregnancy in 2022

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Market and Competition
              • The consumer
                • Consumers are keeping up the pace of using personal care products during pregnancy
                  • Figure 1: Products used during pregnancy, 2021 vs 2022
                • Comprehensive shopping sites are still the most popular destination, affluent are drawn to specialised stores
                  • Figure 2: Purchase channel of personal care products for pregnancy, 2022
                • Naturalness signals safety, but not quite the case among younger consumers
                  • Figure 3: Focus area of safety, 2022
                • Food-origin ingredients is considered more adequate for use during pregnancy
                  • Figure 4: Suitability of different ingredients, 2022
                • Skin tone issues are the top concerns to address
                  • Figure 5: Skin concerns that require facial skin products to address, 2022
                • Functional benefits are still more welcomed, and postpartum care can be attractive to new mums
                  • Figure 6: Attitude towards personal care products used during pregnancy, 2022
                • What we think
                • Issues and Insights

                  • Complete the care package
                    • Figure 7: Product offering categories from My Expert Midwife, UK, 2021
                    • Figure 8: Product Examples of My Expert Midwife, UK, 2022
                  • Ingredient suitability education is an ongoing endeavour
                    • Figure 9: Product ingredient list from Zhiya, China, 2021
                  • Products for me – provide emotional benefit
                    • Figure 10: Me moment soaking salts, US, 2021
                • Market Factors

                  • Childbirth rate is on a slippery slope
                    • Figure 11: New births and birth rate, China, 2014-21
                    • Figure 12: Plan to have more children, 2021 vs 2022
                  • Regulation tightened on the claim of pregnancy products
                  • Marketing Activities

                    • Products bundle for trimesters
                      • Figure 13: Product bundle information by trimesters, UK, 2022
                      • Figure 14: Usage instructions of Topfer Massage & Body Oil, China, 2022
                    • More players are now tapping into the personal care category
                      • Figure 15: Product Examples of Emxee, China, 2021
                      • Figure 16: Social media post of Itrim, China, 2021
                    • Being an advocate for pregnant women
                      • Figure 17: Two Square Meters For Love, China, 2021
                  • New Product Trends

                    • ‘For pregnant women’ claim is still niche
                      • Figure 18: Selected claim of new launches, China, 2021-2022 (Jan-Nov)
                      • Figure 19: Product offering of Tender Flower, China, 2022
                      • Figure 20: Product example of DR HM, China, 2022
                    • Toothpaste for expecting mothers
                      • Figure 21: Toothpaste designed for pregnant women, China, 2022
                    • Hormonal inclusive- for both pregnancy and menopause
                      • Figure 22: Example of NADAYA product offering, 2022
                    • Focus on the after-birth discomfort
                      • Figure 23: Examples of postpartum care products, UK, 2022
                      • Figure 24: My expert midwife Spritz for bits, UK, 2021
                  • Product Used During Pregnancy

                    • Continue completing the skincare routine even during pregnancy
                      • Figure 25: Products used during pregnancy, 2021 vs 2022
                    • Strong beauty needs for young mums
                      • Figure 26: Usage of selected products during pregnancy, by age, 2022
                  • Purchase Channel

                    • Comprehensive shopping sites are still the go-to destination
                      • Figure 27: Purchase channel of personal care products for pregnancy, 2022
                    • Affluent consumers are more likely to purchase from mother and baby stores and social ecommerce stores than from other income levels
                      • Figure 28: Purchase channel of personal care products for pregnancy, by monthly personal income, 2022
                  • Focus Area of Safety

                    • Naturalness remains at heart of safety
                      • Figure 29: Focus area of safety, 2022
                    • Naturalness is not fully equal to safety among the younger mums
                      • Figure 30: Focus area of safety, by age, 2022
                    • Lower income consumers rely on assurance from experts
                      • Figure 31: Focus area of safety, by monthly personal income, 2022
                  • Suitability of Different Ingredients

                    • Food-origin ingredient is more likely to earn consumers’ trust
                      • Figure 32: Suitability of different ingredients, 2022
                    • Young mums are more cautious with active ingredients
                      • Figure 33: Suitability of selected active ingredients – ‘Prohibited’, by age, 2022
                  • Skin Concerns that Require Facial Skincare Products to Address

                    • Skin tone issues are the top issues that need to be addressed
                      • Figure 34: Skin concerns that require facial skin products to address, 2022
                    • Younger consumers are more bothered by acne issues
                      • Figure 35: Skin concerns that require facial skin products to address – ‘first’, by age, 2022
                  • Attitudes towards Personal Care during Pregnancy

                    • Functional benefit is still important for expecting/new mothers
                      • Figure 36: Attitude towards personal care products used during pregnancy, 2022
                    • Emotional benefits could be appealing
                      • Figure 37: Attitude towards emotional benefits of personal care products for pregnancy, 2022
                    • Postpartum care shows importance
                      • Figure 38: Attitude towards recovery after childbirth, 2022
                      • Figure 39: Attitude towards recovery after childbirth, by pregnancy, 2022
                    • Skincare during lactation period could be more relaxing
                      • Figure 40: Attitude towards personal care during lactation period, 2022
                  • Appendix – Methodology and Abbreviations

                    • Methodology
                      • Abbreviations

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