Baby health & beauty market in China set to boom

Translated by
Nicola Mira
today Mar 13, 2019
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In 2018, China recorded nearly 15 million births. Despite the fact that the country’s birth control policy was relaxed in 2015, the figure was equivalent to a 15% downturn compared to 2017.

Nevertheless, the market for children’s products has a rosy future, and the apparel and baby equipment sectors are not the only ones expected to boom. According to UK market intelligence agency Mintel, the Chinese baby health & beauty and skincare market is expected to post an average annual growth rate of 14.5% until 2023, reaching a value of €2.5 billion (CHY18.88 billion), compared to €1.27 billion in 2018.

The Chinese baby health & beauty and skincare market is expected to post an average annual growth rate of 14.5% in the next five years - DR

“The Chinese baby health and beauty market recorded remarkable growth in the last few years, and will keep expanding at a sustained rate in the next five. The relaxation of the single-child policy and the premiumization of consumption have been contributing factors, especially since Chinese consumers are increasingly turning towards quality baby products. Though the market will be affected by a slow-down in the birth rate, the rise in expenditure on each child and the increase in product-use frequency are expected to sustain the market’s growth,” said  Vicky Zhou, an analyst at Mintel China.
Last year, sales of baby skincare products accounted for 60% of the market’s total sales, followed by sales of soaps and bath products with 31% and by those of haircare products with about 10%.

Notably, sun creams came last in the ranking of the most utilised products, as 65% of Chinese parents of children aged 0 to 3 did not buy sun creams for them in 2018. The figure shows how, in the sun screen segment, brands still have a big role to play, especially in terms of product information. Conversely, insect repellents topped the sales-rise chart in 2018 according to Mintel, underlining the growing appetite of Chinese parents for outdoor activities with their small children.

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