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As China's newborn population continues to decline, policies to encourage fertility have been implemented to slow the downward trend of newborns. The improvement of consumption capacity has led to the upgrading of demand, the awareness of healthy parenting has increased, baby diapers have become a key consumer product category, and the market size and penetration rate have increased year by year. At the same time, domestic diaper brands have risen rapidly, and market share and sales have increased rapidly; in terms of sales channels, online and offline channels have complementary advantages and integrate with each other. The advancement of raw material technology and the optimization of product design have also further enabled product iterative upgrades, and product power has become an important engine driving enterprise development.

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From the perspective of consumer demand for baby diapers, poor absorption capacity, easy deformation, and red buttocks are the main pain points of diaper products. When consumers buy baby diapers, they have higher requirements for products: good water absorption, light and thin products, and healthy materials. This makes the diaper brand with strong R & D ability, leading technology and high cost performance more popular with consumers.

 

Looking forward to the future, consumer demand for diapers will be more rational, pay more attention to quality and cost performance, and the price of diapers will return to the value itself in the future. With the younger purchasing decision-making population and the impact of the epidemic, diaper marketing and sales channels gradually shift to online, online and offline integrated marketing, seize market share, retain the user mind. Enterprises with the advantages of the whole industry chain resources, excellent R & D capabilities and fine brand operation will stand out.

Development background and current situation of baby diaper industry in China

 

Development background of Chinese baby diaper industry
1, purchasing power, consumer demand upgrade, driving the mother and child market continued to grow.
From 2016 to 2021, the scale of consumption of mothers and children in China continued to rise, and in 2020, the growth rate of consumption scale declined in stages due to the impact of the epidemic, but with the normalization of epidemic prevention, the scale of consumption of mothers and children in China began to gradually pick up in 2021. Although the new population in China has continued to decrease in recent years, with the improvement of the national economic level, the improvement of consumption capacity and the upgrading of consumer demand, it has also promoted the further growth of the consumer market scale of the maternal and infant industry and promoted the development of the industry.

 

2. The concept of healthy parenting is deeply rooted in the hearts of the people, and baby diapers have become a key consumer product category.
With the improvement of living standards and education level, Chinese parents' parenting concepts have also shown new characteristics, from the traditional and rough parenting methods in the past to the scientific, refined and personalized parenting methods at this stage. The renewal of the concept of parenting has led to the upgrading of maternal and child consumption, and the awareness of health care for infant parents has gradually increased, pursuing healthy nurturing. Maternal and child hygiene products such as diapers are accepted and purchased by more and more consumers. This brings broad development space to China's baby diapers industry from the demand side. At this stage, baby diapers have become one of the key categories of maternal and child consumption.

 

3, policy escort, to promote the domestic baby diapers industry standardization, quality development
In recent years, the state has continuously issued and improved the development policies of diaper related industries. In addition to standardizing and restricting the technical standards and classification specifications of diapers, the state has also issued a series of special actions such as "three products" to support and promote diaper related enterprises to continuously learn and accumulate advanced technical experience to enhance the competitiveness of domestic diaper products and brands.

 

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4, technological progress and application, enabling diaper products iterative upgrade, improve product strength
The core body is the core of the diaper, which has been developed to the fourth generation of multi-layer prefabricated core body, taking into account the characteristics of light, thin, breathable, flat and so on. At present, most domestic diaper brands are still dominated by the third generation core, and will continue to improve product performance in terms of structure and materials in the future. In addition, the differences in consumer demand of different groups will further guide manufacturers to iteratively upgrade their diaper products and create more personalized and customized diaper products according to the different preferences of consumers.

 

 

Development Characteristics of Chinese Baby Diaper Industry

 

1, baby diapers market size and penetration rate will be further enhanced in the future.
In 2015-2018, the market size of China's baby diaper industry maintained rapid growth, and in 2019-2020, due to the decline in the number of new births and the impact of the new crown epidemic, the market size decreased slightly, but the total amount is still considerable. At this stage, the penetration rate of baby diapers in the domestic market is as high as 82% in 2021. However, with the influence of the policy of encouraging fertility, the change of the parenting concept of the new generation of treasure parents, the upgrading of the consumption demand of mothers and infants, the frequency of use of baby diapers will further increase and the age of use will be further extended. There is still room for improvement in the market penetration rate. The driving factors for the future market growth of baby diapers will change from demographic dividend to consumption upgrade.

 

2, the rapid rise of domestic diaper brands, market share and sales increased rapidly.
Data show that in the past two years, the sales share of TOP10 manufacturers in China's diaper market has been close to 57%, with sales up 4.9 year on year. The overall market has begun to show a trend of brand centralization. Among the TOP10 manufacturers, the sales proportion of domestic diaper brands increased from 5% in 2020 to 8% in 2021, and the sales growth was as high as 63.6, thanks to the development of China's manufacturing industry and the rise of national trend, domestic diaper manufacturers with strong research and development capabilities and the production of high-quality products, domestic diaper brands began to quickly seize the market, the head of foreign diaper brand market position is challenged.

 

3, The proportion of online channels is increasing year by year, and the advantages of offline channels are complementary and integrated with each other.
In recent years, the proportion of online channels in the baby diaper market has increased year by year. At this stage, the proportion of online channels is close to half, and it will be further improved in the future. The reason for this phenomenon is that, on the one hand, diapers, as high-frequency and consumable fast-consumer goods, are convenient to purchase through online channels, affordable prices, and many promotional activities, attracting more consumers; on the other hand, with the retail industry With the development of China and the impact of the epidemic, companies have accelerated the pace of digital transformation and increased the online layout of brands. But at the same time, offline channels with experience and service advantages are still important. In the future, online and offline channels will complement each other and integrate with each other to bring consumers a better shopping experience while further promoting the development of enterprises.

 

4, around the diaper consumer demand, diaper industry chain parties continue to innovate iteration

Consumption Attitude and Purchase Behavior Characteristics of Baby Diapers in China

 

Chinese baby diapers consumer overall portrait
1, 26-35 years old Baoma is the main decision maker to buy baby diapers at this stage.
The overall monthly income of baby diaper consumers is concentrated at 10,000-20,000 yuan, with strong purchasing power. There is no obvious tendency in the choice of diaper brands, and both domestic and imported ones are purchased. Nearly 80% of consumers use online and offline dual channels to buy diapers, with online channels mainly based on integrated e-commerce and offline channels mainly based on integrated mother and infant stores. Most consumers usually buy diapers 1-2 times a month, 4-5 packs each time, at the same time, the unit price of diapers is mostly 1.5-2.5 yuan/piece.

 

 

2. Consumers in high-line cities prefer diaper brands with strong professionalism and good reputation.
Consumers of baby diapers in high-tier cities are mainly Baoma, and their ages are mostly 31-35 years old, which is slightly higher than the age distribution of Baoma among the overall consumers; the monthly family income is mostly concentrated in 15,000-20,000 yuan, and the overall purchasing power is strong. Consumers of baby diapers in high-line cities pay most attention to cost performance when purchasing products, and think that it is very important to compare goods with goods. When purchasing diapers, both domestic and imported brands are acceptable. At the same time, they pay attention to brand professionalism and cost performance, and select brand products with good reputation.

 

3, low-tier urban consumers prefer domestic brands, while preferred offline channels to buy.
Consumers of baby diapers in low-tier cities are mainly 26-30-year-old mothers, and the proportion of multi-child families is higher, and the monthly family income is mostly concentrated at 10,000-15,000 yuan; the purchase channels are both online and offline, and are offline. Mainly in maternal and infant stores; Compared with consumers in high-tier cities, consumers in low-tier cities prefer domestic diaper brands, pay attention to brand cost performance, brand professionalism and other factors when purchasing, and brand loyalty, encounter like the brand will continue to buy.

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Baby Diaper Products Consumer Consumption Values
1, the pursuit of cost-effective consumption, do not buy the most expensive, only choose the most suitable
At this stage, Chinese baby diaper consumers pay the most attention to cost-effectiveness when buying things, shop around, don't buy the most expensive, only choose the most suitable, consumers pay more attention to the function and applicability of the product when making purchase decisions, and focus on returning to the product itself and pursuing the value of the product itself; at the same time, the consumption process also has its own ideas, and more and more consumers favor brands with a sense of social responsibility, through the purchase of these brands of products to show their feelings of home and country.

 

2. Diapers are just-needed sanitary products, which are deeply loved by consumers because of their comfort and convenience.
In the minds of various consumer groups, diapers are essentially disposable just-needed sanitary products, which have the characteristics of high-frequency use and easy consumption. Consumers can improve the convenience in the parenting process by using diapers, while ensuring the baby's body comfort, avoiding wet urine affecting the baby's mood and rest, and improving the parenting experience.

Purchase Motivation and Subdivision of Baby Diapers
1, promotional offers are the most important purchase driver, diapers are the most popular subdivision category.
Attractive promotions, daily stockpiling, and insufficient inventory at home are the main purchase drivers for baby diapers, with consumers in high-tier cities buying them out of the desire to try new products and preferring to try them out.
 
Baby diapers product purchase channels and prices
1, both online and offline, integrated e-commerce platform and integrated mother and baby store is the main purchase channel
At this stage, 75.8 percent of consumers said they would buy baby diapers through both online and offline channels. Among them, online channels are mainly integrated e-commerce platforms. Offline channels are mainly integrated mother and infant stores. From the perspective of subdividing different urban groups, more consumers in low-level cities choose to purchase baby diapers through offline channels, and more consumers choose offline retail stores/small supermarkets to purchase.

 

More than half of consumers buy baby diapers 1-2 times a month.
In terms of purchase frequency, 53.6 percent of consumers buy baby diapers 1-2 times a month. In terms of purchase quantity, 40.7 percent of consumers will buy 4-5 packs at a time, and 34.1 percent will buy 2-3 packs at a time. In terms of the distribution of pieces per pack, 42.8 percent of consumers will choose diapers with 11-49 pieces per pack, and 37.9 percent will choose diapers with 50-99 pieces per pack.

 

3, at this stage, the price of a single piece of baby diapers is higher than the expected price of consumers.
At this stage, the price of baby diapers purchased by consumers is mostly concentrated at 2-2.5 yuan/piece, followed by 1.5-2 yuan/piece; however, more consumers said that they would buy diapers of the same standard as at this stage in the future, and their expectations The price of a single piece can be 2 yuan/piece and below; among high-income consumers, the current purchase price of 2 yuan/piece and below accounts for 23.6, in the future, the proportion of expected purchase prices of 2 yuan/film and below will increase to 36.6 per cent; among consumers in high-tier cities, the proportion of current purchase prices of 2 yuan/film and below will increase to 38.2 per cent, while the proportion of future expected purchase prices of 2 yuan/film and below will increase to 47.6 per cent.

 

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Insight into Consumer Demand for Chinese Baby Diapers

 

Baby Diapers Product Purchase Considerations and Brand Preference
1, good water absorption, light and not stuffy, material health is the main consideration when buying
At this stage, when consumers buy baby diapers, they not only pay attention to a single demand, but also pursue multiple needs to be met at the same time, such as: good water absorption while taking into account the product is light and thin, not sultry, and the material is healthy; in addition, reasonable product prices It is also one of the factors that consumers focus on when buying. From the perspective of different consumer groups, among consumers who pay attention to material health, consumers from high-tier cities account for more, while consumers from low-tier cities account for more among consumers who like to buy products recommended by relatives and friends.

 

 

2. Brands with strong R & D ability, leading technology and high cost performance are more favored by consumers
Up to 71.7 per cent of consumers said they bought both domestic and imported diaper brands, in addition to 21.9 per cent of consumers who said they only bought domestic diaper brands, while only 6.4 per cent bought imported products, which shows that domestic brands are becoming more and more popular with consumers. When consumers choose brands, those brands with strong R & D ability, leading technology and high cost performance are more popular.

Baby diapers product use pain points

 

1, poor absorption capacity, easy deformation, red ass phenomenon is the main use of pain points at this stage
At this stage, the main pain points of baby diaper products are: poor ability to absorb urine, many leaks, easy deformation and lumping of products, and red buttocks after use. At the same time, the single function of the product, which cannot meet the needs of multiple scenes, is also one of the main pain points. With the upgrading of demand, consumers look forward to technological innovation, research and development of a new generation of diaper products, can also solve the above pain points, improve the use of experience.

The future development trend of Chinese baby diaper industry

The future development trend of Chinese baby diaper industry
1, supply and demand on both sides of the force, to promote the development of China's baby diapers market brand concentration.
Demand side: the birth rate decreased, maternal and child demand consumption upgrade, into the stock of competitive market, while the logic of consumer choice of products changed, diapers are essentially disposable hygiene products, consumers choose products more concerned about the product itself, the pursuit of quality and cost-effective.

 

 

Supply side: OEM mode leads to serious homogenization of products. Enterprises with resources of the whole industry chain will promote comprehensive cost optimization and occupy competitive advantages in the future. In addition, with the change of consumer demand, product strength will be the core driving force for brand development. Enterprises should pay attention to R & D and technological innovation, while taking into account the building of brand system, technology and brand drive to lead the development of the industry.

 

2, consumer demand is more rational, the pursuit of quality and cost-effective, product prices return to value.
Baby diapers as disposable absorbent hygiene products, both fast-moving properties. At this stage, consumers are more rational in product and brand selection, no longer superstitious about the most expensive, but choose the most suitable for babies, pay attention to product function and practicality, pursue cost-effective, and conceptual products that are divorced from reality will have few echoes. This change in demand requires companies to pay more attention to the creation of the product itself in the process of their own development, improve R & D technology capabilities, focus on the product itself, and integrate production resources, comprehensively optimize costs, and make the price of diapers closer to the value itself. Consumers' pursuit of product cost-effectiveness.

 

3, online and offline integrated marketing, seize market share, retain the user's mind
With the development of the Internet, diversified new retail formats are profoundly changing people's shopping habits. The new generation of treasure parents are changing their access to information and shopping methods. In the future, the online and offline channels of baby diapers will accelerate integration and complement each other's advantages. Online integrated e-commerce platform to open up brand awareness and seize market share; Off-line integrated maternal and infant stores, brands use offline channel experience and service advantages to link online channels and innovate marketing activities, increase consumers' understanding of the brand concept and products, shorten the distance between the brand and the user, enhance the stickiness, and retain the user's mind.

 

4. Domestic diaper brands with core R & D capabilities and channel advantages will stand out.
With the improvement of comprehensive national strength, the rise of national trends, policy encouragement and support, domestic diaper brands continue to increase R & D investment, independent innovation capabilities are increasing, product quality, performance and value continue to improve, and consumers' acceptance of domestic brands is increasing. At the same time, with the popularization and penetration of the Internet and online shopping, online diversified retail formats are profoundly affecting and changing consumers' shopping habits. Under the influence of national trends and new retail formats, domestic diaper brands with core R & D capabilities and channel advantages will stand out and promote the further development of the industry.

 

With the rise of national tide, "made in China" has changed into "made in China": with the improvement of comprehensive national strength and national self-confidence, domestic brands continue to improve product quality, performance and value, and consumers' preference for domestic brands has also increased year by year. After years of R & D accumulation, domestic brand diapers have been significantly improved in technology, technology, quality and other aspects, and the independent innovation and R & D capabilities of some domestic diaper brands have been in a leading position in the world. With rapid research and development iteration capabilities and excellent product quality, domestic diaper brands are strong breakthrough, sales and market share rapidly increased.

 

Multi-level online channels to help domestic brands open the market growth ceiling: with the popularity and penetration of the domestic Internet and online shopping, the development of diversified retail formats such as integrated e-commerce, mother and child vertical e-commerce, short video live broadcast platform is profoundly affecting and changing consumers' shopping habits and changing the market channel pattern of diapers. In this context, domestic diaper brands enter the market with high-quality products, open the market with the help of multi-level online channels, increase investment in emerging channels, narrow the distance between products and brands and consumers, enhance transformation, and bring market increment.

 

This article is excerpted from the "2022 China Baby Diaper Consumption White Paper" released by iResearch Consulting.Click to download the full white paper.

Throughout the diaper industry chain, the cost of diapers is mainly concentrated in the upstream raw materials. However, in recent years, the improvement of research and development technology has brought about changes in the cost structure of diapers. The main raw materials have changed from imported wood pulp to domestic non-woven fabrics, SAP, etc., thus reducing the cost of diapers from the source production end. In addition, with the development of new retail on the Internet, diaper sales channels have become more diverse and reach consumers efficiently, drawing in the distance between people and goods. At the same time, with the upgrading of consumer demand, consumers make more scientific and rational purchase decisions, and can predict the multiple superimposed effects of production, channels and consumption, and the price center of diapers will be closer to the product value itself in the future.

 

Source: Jung-International Nonwoven Industry Business