“According to China's National Bureau of Statistics, there are around 71
million children aged 0-4 in 2011, accounting for almost 5% of the total
population. Growth in the baby care product market is largely fuelled by the
growing baby population, and the disposable incomes of parents have also
increased considerably at the same time. Moreover, the average age of parents
in China has also increased in the past few years. Older parents are
considered to be financially more stable and hence have more money to spend on
their babies and kids' personal care. The baby care market has witnessed a
growing trend in baby specific products, especially baby cosmetics, which are
organic in terms of ingredients used and pose no threat to baby's
health.” - Jiang Xinyi - Research Analyst.
In this report we answer the key questions:
- How can brands and manufacturers be more competitive when facing a high
number of product safety scandals in China's baby care market?
- What could brands and manufacturers do under the new regulations of
China's baby care products?
- How can the high-end baby care sector be developed in China?
- What are the opportunities in China's lower tier cities for the baby care
- How can brands and manufacturers prompt the development of new baby care
Baby care covers a wide range of categories including baby wipes, soap & bath
products, and other toiletries for babies and toddlers aged between 0 and 4
years old. It includes hair care, skincare and suncare for babies, but
excludes oral hygiene, diapers, and fragrances. In this report, the baby care
market in China consists of both local and imported products and has been
divided into three segments, which are defined as follows:
- Baby wipes: wipes and towelettes
- Soap and bath shower: soap, bath and shower products
- Other toiletries: hair care, skincare and suncare
- Haircare: shampoo and conditioner
- Skincare: body lotions, oils & creams, milks, petroleum jelly and talcs &
For its China report series, Mintel is running online consumer research in ten cities, completing 300 interviews per city with a total sample size of 3,000.
- Our consumer research is based on a random sample of internet respondents from a panel recruited by QQSurvey China online research
- In each wave, we survey four major tier 1 cities, i.e. Shanghai, Beijing, Guangzhou and Chengdu
- For tier 2 and tier 3 cities, we rotate amongst a selection of cities based on size and economic development
- The research is not representative of the population as a whole, and is not being analysed as such. Mintel applies a quota-sampling approach with quotas on age, sex, region, income and education in these cities
- Our sample data can only be considered as indicative of urban consumers in those regions rather than representative of China as a whole
- For category reports (e.g. chocolate confectionery), consumers will typically be asked about usage, frequency, location of purchase, consumption occasion, brand usage and a series of attitudinal statements about the category
- Lifestyle reports cover a broader range of attitudinal and behavioural topics