Nappies and baby wipes market in China continues to grow strongly and holds great future potential, but realising that potential will mean facing the challenge of improving product quality and benefits, communication with consumers, and utilizing the increasingly complex range of retail channels to connect with consumers.
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The Market
Figure 1: China - Total market value for nappies/diapers and baby wipes, 2008-18
Companies and brands
Figure 2: China – Leading nappy manufacturer market shares, by value, 2012
Figure 3: China – Leading baby wipe manufacturer market shares, by value, 2012
The consumer
Figure 4: Types of baby nappies and wipes used, May 2013
Key trends
Consumers use a wide range of products
Figure 5: Reasons for not using baby nappies and wipes products, May 2013
Occasion of use influences choice of product
Figure 6: Occasions when baby nappies and wipes products are used, May 2013
Product materials and effectiveness are key purchasing criteria
Figure 7: Most important factors considered when buying disposable baby nappies, May 2013
Consumers demanding more choice from retailers
Figure 8: Stores that consumers bought baby nappies/baby wipes from in last 12 months, May 2013
What we think
The Market
Key points
Total market size
Figure 9: China - Total market value for nappies/diapers and baby wipes, 2008-18
Sector sizes
Figure 10: China - Total market value for nappies/diapers, 2008-18
Figure 11: China - Total market value for baby wipes, 2008-18
Key demographic trends
Figure 12: China – % breakdown of population, by broad age group, 2002/2011
The One-Child Policy
Increased education levels positively influence the market
Regional differences in market requirements
Domestic industry
Figure 13: 5 most important factors considered when buying disposable baby nappies, May 2013
Figure 14: 10 leading new product launch claims for baby wipes, % of total, 2010-13
The retail structure of China is evolving
Figure 15: Stores where consumers have bought baby nappies/baby wipes from in last 12 months, May 2013
Figure 16: Supermarkets’ and hypermarkets’ retail market significance, 2007-12
Figure 17: Total B2C online retail market breakdown, by broad product sectors, by value, 2010-12
Department stores show sales growth
Figure 18: Department store retailing market value and number of outlets, by broad sector, 2007-12
Market opportunities
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