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Baby Care - China - September 2012

Abstract

“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 market?
  • How can brands and manufacturers prompt the development of new baby care products?

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 & powders
  • Suncare.

Methodology

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

Table of Contents

INTRODUCTION

  • Definition

EXECUTIVE SUMMARY

  • The Market
  • Figure 1: Baby care market value sales, by product segments, 2007-12
  • The forecast
  • Figure 2: Forecast - volume sales of baby care products in China, 2007-17
  • Segment Growth Prospects
  • Companies
  • Figure 3: Baby care company share, by value, 2011
  • Issues in the Market
  • Product safety challenge becomes industry development minefield
  • Figure 4: Attitudes towards baby care products, by brands of baby care bought in the last 12 months, May 2012
  • Baby care product innovation to target age
  • Figure 5: Attitudes towards baby care products, May 2012
  • High-end sector lifts the image of domestic baby care brands
  • Figure 6: Attitudes towards baby care products, May 2012
  • Developing lower tier cities need to look at alternative distribution channels
  • Figure 7: Locations of buying baby care products, by demographics, May 2012

PRODUCT SAFETY CHALLENGES BECOMES INDUSTRY DEVELOPMENT MINEFIELD

  • Issue at a glance
  • High number of product safety scandals spring up in China's baby care market
  • Chemical ingredients are identified as the main cause for product safety problems
  • Unsafe chemicals and ingredients
  • Unsafe raw materials
  • Unsafe production processes and low hygiene conditions
  • Lack of sufficient regulations and reference for baby care products
  • Baby care product safety has become a global issue
  • Result 1 - Product safety has become an important health concern
  • Result 2 - SFDA publishes the Guidance to the Application and Evaluation of Children (including infants) Cosmetics to standardize the market
  • Implication 1 - New regulations limit the scope of competition on product features and functions
  • Figure 8: Product attributes looked for when purchasing baby care products for baby, May 2012
  • Figure 9: Top 15 claims of new launched baby care products from 2008 to 2011
  • Figure 10: New launched products with claims of fragrance free, no additives/preservatives, alcohol free, 2008-11
  • Implication 2 - Product labelling and online education play crucial roles in communicating with consumers
  • Figure 11: Agreement with statement: I check the ingredient information listed on the products before I buy, May 2012
  • Figure 12: Agreement with statement: I tend ot check for brands or products information on websites or from healthcare professionals before buying, May 2012
  • Implication 3 - Organic baby care products will be the next breakthrough in the Chinese market
  • Figure 13: Agreement with statement: I would buy organic baby care brands if they were the same price as my preferred brand and I buy toiletry products that claim to be environmentally friendly, May 2012
  • Figure 14: Proportion of newly launched baby care products with botanical/herbal and organic claims, 2008-11
  • What does it mean?

BABY CARE PRODUCT INNOVATION TO TARGET AGE

  • Issue at a glance
  • Baby care market needs new products to activate further growth
  • Figure 15: Growth rate of baby care market and each segment, 2007-11
  • Figure 16: Usage of baby care products on baby, May 2012
  • Figure 17: Agreement with attitude: These days most baby care brands are the same, May 2012
  • Figure 18: Attitudes towards baby care products, May 2012
  • New guidance restricts the potential of baby care products with ingredient/technology innovation
  • Figure 19: Most important consideration factors when buying baby care products, May 2012
  • Age segmentation has become new direction for product innovation
  • Figure 20: Agreement with statement: I prefer to buy baby care products with specific functions, May 2012
  • Figure 21: Adult usage of baby care products on oneself, May 2012
  • Figure 22: Agreement with statement: I use baby toiletries for myself/other family members as well as for my baby/child, May 2012
  • Emphasis on babies aged under 1 means potential for body lotion and baby cream
  • Figure 23: Usage of baby body lotion on baby, age of child, May 2012
  • Figure 24: Usage of baby cream products on baby, by age of child, May 2012
  • Anti-eczema lotion and cream
  • All natural mosquito repellent
  • Baby hand wash/liquid soap aimed at babies aged 1-3
  • Figure 25: Usage of baby hand wash/liquid soap by age of child, May 2012
  • New products focusing on babies aged above 3 years increases sales of baby wipes
  • Figure 26: Wipes as a percentage of all newly launched baby care products, 2008-11
  • Figure 27: Usage of baby wipes, by age of child, May 2012
    • OPPORTUNITIES FOR BABY SUNCARE PRODUCTS
  • Figure 28: Suncare as a percentage of all newly launched baby care products, 2008-11
  • Figure 29: Usage of baby suncare products, by age of child,May 2012
  • What does it mean?

HIGH-END SECTOR LIFTS THE IMAGE OF DOMESTIC BABY CARE BRANDS

  • Issue at a glance
  • Growing affluence of young parents motivates them to be less price-sensitive
  • Figure 30: Agreement with statement: I buy whichever brand is on special offer, May 2012
  • Figure 31: Agreement with statement: I am willing to pay more for better quality products, May 2012
  • Figure 32: Agreement with statement: I tend to go for premium rather than standard goods/services, April 2012
  • Figure 33: Attitudes towards children, July 2012
  • High-end baby care products: top quality comes from precious ingredients
  • Figure 34: Most important considerations when buying baby care products, May 2012
  • Figure 35: Agreement with statement: I don't care how much they cost as long as the nappies I buy are the most reliable I can get, July 2012
  • High-end baby care sector is dominated by a handful of multinational brands
  • Figure 36: Brands of baby care bought in the last 12 months, by demographics, May 2012
  • High-end sector creates opportunities for domestic brands
  • Figure 37: Agreement with statements about branded baby care products, May 2012
  • Domestic brands becoming premium: strengths & opportunities
  • Figure 38: Agreement with statement: I use baby toiletries for myself/other family members as well as my baby/child, May 2012
  • Domestic brands go into high-end sector: weaknesses & threatens
  • Figure 39: Agreement with statements about local and domestic brands of baby care products, May 2012
  • Figure 40: Agreement with statements about local and domestic brands of baby care products, by income, May 2012
  • Online presence needed to keep high income consumers informed
  • Strategic distribution prompts sales of high-end baby care products
  • Figure 41: Locations of buying baby care products, by monthly household income, May 2012
  • Partnership with luxury brands/retailers effectively builds high-end image of products
  • Co-operation with luxury brands
  • Co-operation with international retailers
  • What does it mean?

BRANDS WANTING TO EXPAND INTO LOWER TIER CITIES NEED TO EXPLORE ALTERNATIVE DISTRIBUTION CHANNELS

  • Issue at a glance
  • Baby care market focus shifts to regions outside of tier one cites
  • Figure 42: Economic and population growth of tier 1, 2 and 3 cities, 2000 and 2010
  • Distribution differences a key factor influencing brand performance and share
  • Figure 43: Brands of baby care bought in the last 12 months, by cities, May 2012
  • Figure 44: Locations for buying baby care products, May 2012
  • Expansion of supermarkets and hypermarkets into lower tier cities threatens local brands
  • Figure 45: buying baby care products bought in supermarkets, baby articles shop and hypermarkets by tier 1, 2 and 3 cities, May 2012
  • Figure 46: Store number and retail sales of supermarkets and hypermarkets, 2007-11
  • Figure 47: Brands of baby care bought in the last 12 months, by tiers, May 2012
  • Figure 48: Attitudes towards foreign and domestic baby care products, by tier 2 and 3 citiies, May 2012
  • Developing alternative distribution channels lifts local brand growth
  • What does it mean?

THE FUTURE OF THE MARKET

  • Figure 49: Forecast for baby care market, at best-, worst-, and central-case scenario, by value, 2007-17

BABY - FREQUENCY OF USAGE OF BABY CARE PRODUCTS

  • Figure 50: Most popular frequency of usage of baby care products, May 2012
  • Figure 51: Next most popular frequency of usage of baby care products, May 2012
  • Figure 52: Usage of any baby product, by demographics, May 2012
  • Figure 53: Usage of baby shampoo, by demographics, May 2012
  • Figure 54: Usage of baby soap, by demographics, May 2012
  • Figure 55: Usage of baby shower gel, by demographics, May 2012
  • Figure 56: Usage of baby body powder, by demographics, May 2012
  • Figure 57: Usage of baby body lotion, by demographics, May 2012
  • Figure 58: Usage of baby cream, by demographics, May 2012
  • Figure 59: Usage of baby suncare lotion, by demographics, May 2012
  • Figure 60: Usage of baby oil, by demographics, May 2012
  • Figure 61: Usage of baby wipes by demographics, May 2012
  • Figure 62: Usage of handwash/liquid baby soap, by demographics, May 2012

ADULT - FREQUENCY OF USAGE OF BABY CARE PRODUCTS

  • Figure 63: Most popular usage of baby care products on oneself, May 2012
  • Figure 64: Usage of baby care products on oneself, May 2012
  • Figure 65: Most popular usage of baby shampoo on oneself, by demographics, May 2012
  • Figure 66: Next most popular usage of baby shampoo on oneself, by demographics, May 2012
  • Figure 67: Most popular usage of baby soap on oneself, by demographics, May 2012
  • Figure 68: Next most popular usage of baby soap on oneself, by demographics, May 2012
  • Figure 69: Most popular usage of baby shower gel on oneself, by demographics, May 2012
  • Figure 70: Next most popular usage of baby shower gel on oneself, by demographics, May 2012
  • Figure 71: Most popular usage of baby body powder on oneself, by demographics, May 2012
  • Figure 72: Next most popular usage of baby body powder on oneself, by demographics, May 2012
  • Figure 73: Most popular usage of baby body lotion on oneself, by demographics, May 2012
  • Figure 74: Next most popular usage of baby body lotion on oneself, by demographics, May 2012
  • Figure 75: Most popular usage of baby cream on oneself, by demographics, May 2012
  • Figure 76: Next most popular usage of baby cream on oneself, by demographics, May 2012
  • Figure 77: Most popular usage of baby suncare on oneself, by demographics, May 2012
  • Figure 78: Next most popular usage of baby suncare on oneself, by demographics, May 2012
  • Figure 79: Most popular usage of baby oil on oneself, by demographics, May 2012
  • Figure 80: Next most popular usage of baby oil on oneself, by demographics, May 2012
  • Figure 81: Most popular usage of baby wipes on oneself, by demographics, May 2012
  • Figure 82: Next most popular usage of baby wipes on oneself, by demographics, May 2012
  • Figure 83: Most popular usage of handwash/liquid baby soap on oneself, by demographics, May 2012
  • Figure 84: Next most popular usage of handwash/liquid baby soap on oneself, by demographics, May 2012

BRANDS OF BABY CARE PRODUCTS BOUGHT IN THE LAST 12 MONTHS

  • Figure 85: Brands of baby care products bought in the last 12 months, May 2012
  • Figure 86: Most popular international brands of baby care bought in the last 12 months, by demographics, May 2012
  • Figure 87: Next most popular international brands of baby care bought in the last 12 months, by demographics, May 2012
  • Figure 88: Most popular local brands of baby care bought in the last 12 months, by demographics, May 2012

WHO BUYS BABY CARE PRODUCTS

  • Figure 89: Purchaser of baby care products, May 2012
  • Figure 90: Purchaser of baby care products, by demographics, May 2012

MOST IMPORTANT FACTORS TAKEN INTO CONSIDERATION WHEN BUYING BABY CARE PRODUCTS

  • Figure 91: Top 3 factors taken into consideration when buying baby care products, May 2012
  • Figure 92: Most popular factors when buying top ranked baby care products, by demographics, May 2012
  • Figure 93: Most popular factors when buying second ranked baby care products, by demographics, May 2012
  • Figure 94: Next most popular factors when buying second rank baby care products, by demographics, May 2012
  • Figure 95: Most popular factors when buying third rank baby care products, by demographics, May 2012
  • Figure 96: Next most popular factors when buying third rank baby care products, by demographics, May 2012

PRODUCT ATTRIBUTES LOOKED FOR WHEN PURCHASING BABY CARE PRODUCTS FOR BABY

  • Figure 97: Product attributes looked for when purchasing baby care products for baby, May 2012
  • Figure 98: Most popular product attributes looked for when purchasing baby care products for baby, by demographics, May 2012
  • Figure 99: Next most popular product attributes looked for when purchasing baby care products for baby, by demographics, May 2012
  • Figure 100: Other product attributes looked for when purchasing baby care products for baby, by demographics, May 2012

LOCATIONS OF BUYING BABY CARE PRODUCTS

  • Figure 101: Locations of buying baby care products, May 2012
  • Figure 102: Most popular locations of buying baby care products, by demographics, May 2012
  • Figure 103: Next most popular locations of buying baby care products, by demographics, May 2012

ATTITUDES TOWARDS BABY CARE PRODUCTS

  • Figure 104: Attitudes towards baby care products, May 2012
  • Figure 105: Agreement with the statements ‘There is a big difference in quality between local and international baby care brands' and ‘I prefer to buy foreign baby care because I think they aresafer than domestic products', by demographics, May 2012
  • Figure 106: Agreement with the statements ‘I prefer to choose well-known baby care brands' and ‘These days most of the baby care brands are the same', by demographics, May 2012
  • Figure 107: Agreement with the statements ‘I am interested in trying different or new types of baby care products' and ‘I use baby toiletries for myself/other family members as well my baby/child', by demographics, May 2012
  • Figure 108: Agreement with the statements ‘I check the ingredient information listed on the products before I buy them' and ‘I prefer to buy baby care products with specific functions', by demographics, May 2012
  • Figure 109: Agreement with the statements ‘I would buy organic baby care brands if they were the same price as my preferred brand' and ‘I buy whichever brand is on special offer', by demographics, May 2012
  • Figure 110: Agreement with the statements ‘I am more likely to buy brands/products that I've seen advertised' and ‘I am willing to pay more for better quality products', by demographics, May 2012
  • Figure 111: Agreement with the statements ‘I tend to check for brands or products information on websites or from healthcare professional before buying' and ‘I buy toiletry products that claim to be environmentally friendly', by demographics, May 2012

NUMBER OF BABY PRODUCTS BOUGHT FOR USE ON BABY

  • Figure 112: Number of baby care products used on baby (heavy usage), May 2012
  • Figure 113: Number of baby care products used on baby (heavy usage), by demographics, May 2012
  • Figure 114: Number of baby care products used on baby (medium usage), May 2012
  • Figure 115: Number of baby care products used on baby (medium usage), by demographics, May 2012
  • Figure 116: Number of baby care products used on baby (light usage), May 2012
  • Figure 117: Number of baby care products used on baby (light usage), by demographics, May 2012
  • Figure 118: Number of baby care products used on oneself, May 2012
  • Figure 119: Number of baby care products used on oneself, by demographics, May 2012
  • Figure 120: Number of baby care products used at least once a month on oneself, May 2012
  • Figure 121: Number of baby care products used at least once a month on oneself, by demographics, May 2012
  • Figure 122: Number of baby care products used at least once a week on oneself, May 2012
  • Figure 123: Number of baby care products used at least once a week on oneself, by demographics, May 2012
  • Figure 124: Number of baby care products used at least once a day on oneself, May 2012
  • Figure 125: Number of baby care products used at least once a day on oneself, by demographics, May 2012
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