The 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.

1. Nappies and Baby Wipes - China - June 2013
The 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.
table Of Content
introduction
definition
methodology
abbreviations
executive Summary
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
Nappies and Baby Wipes - China - June 2013

2. 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
companies And Brands
key Points
nappy/diaper Sector Shares
figure 19: China – Leading Nappy Manufacturer Value Market Shares, 2010-12
bay Wipe Sector Shares
figure 20: China – Leading Baby Wipe Manufacturer Value Market Shares, 2010-12
leading Company Profiles
procter & Gamble
figure 21: Procter & Gamble Financial Results, 2010-12
unicharm Corporation
figure 22: Unicharm Corporation Financial Results, 2011-12
hengan International Group
figure 23: Hengan International Group Financial Results, 2011-12
kimberly-clark Corporation
figure 24: Kimberly-clark Financial Results, 2010-12
johnson & Johnson China
figure 25: Johnson & Johnson Financial Results, 2010-12
the Consumer
key Points
still Considerable Room To Increase Market Penetration
Nappies and Baby Wipes - China - June 2013

3. figure 26: Per Capita Nappies/diapers And Baby Wipes Spending On Children Aged 0-4, 2007-12
figure 27: Types Of Baby Nappies And Wipes Used, May 2013
reasons For Not Using Nappies/diapers And Baby Wipes
figure 28: Reasons For Not Using Baby Nappies And Wipes Products, May 2013
occasions Baby Nappies And Wipes Products Are Used
figure 29: Occasions Baby Nappies And Wipes Products Are Used, May 2013
most Important Factors Considered When Buying Disposable Nappies/baby Wipes
figure 30: Most Important Factor Considered When Buying Disposable Baby Nappies, May 2013
figure 31: Most Important Factors Considered When Buying Baby Wipes, May 2013
stores Consumers Bought Nappies/baby Wipes From In Last 12 Months
figure 32: Stores That Consumers Bought Baby Nappies/baby Wipes From In Last 12 Months, May 2013
statements Agreed On Baby Nappies And Wipes
figure 33: Agreement With Consumer Statements On Baby Nappies And Wipes, May 2013
key Issue – Consumers Use A Wide Range Of Products
key Points
traditional Split-pants Use Persists
figure 34: Types Of Baby Nappies And Wipes Used, May 2013
figure 35: Types Of Baby Nappies And Wipes Used, By Education Level, May 2013
figure 36: Types Of Baby Nappies And Wipes Used, By Monthly Household Income Group, May 2013
product Claims Key To Consumer Purchasing Decisions
figure 37: New Product Feature Claims Made For Nappies/diapers, 2008-12
figure 38: New Product Claims In Baby Wipes, 2008-12
figure 39: New Product Attribute Claims Made For Nappies/diapers, 2008-12
age Of Child Determines Products Used
figure 40: Types Of Baby Nappies And Wipes Used, By Age Of Youngest Child In Household, May 2013
figure 41: Reasons For Not Using Baby Nappies And Wipes Products, May 2013
what It Means
key Issue – Occasion Of Use Influences Choice Of Product
key Points
daytime At-home Use Dominated By Open-seat Pants
figure 42: Occasions Baby Nappies And Wipes Products Are Used, May 2013
price Still A Hurdle For Lower Income Groups
figure 43: Occasions Baby Nappies And Wipes Products Are Used, By Monthly Household Income Group,
May 2013
figure 44: Occasions Baby Nappies And Wipes Products Are Used, By City Tier, May 2013
daytime And Outdoor Use Potential Growth Area For Disposables
figure 45: Occasions Baby Nappies And Wipes Products Are Used, By Age Of Youngest Child In Household,
May 2013
education Still Key To Increasing Market Penetration For Disposables
Nappies and Baby Wipes - China - June 2013

4. figure 46: Types Of Baby Nappies And Wipes Currently Used, By Occasions Baby Nappies And Wipes
Products Are Used, May 2013
what It Means
key Issue – Product Materials And Effectiveness Are Key Purchasing Criteria
key Points
materials Used And Product Feel Of Key Importance To Consumers
figure 47: Most Important Factor Considered When Buying Disposable Baby Nappies, May 2013
figure 48: Most Important Factor Considered When Buying Baby Wipes, May 2013
the Significance Of Income On Feature Choice By Consumers
figure 49: Most Important Factors Considered When Buying Disposable Baby Nappies, By Monthly
Household Income Group, May 2013
figure 50: Most Important Factors Considered When Buying Baby Wipes, By Monthly Household Income
Group, May 2013
key Features Sought By Consumers According To Product
figure 51: Types Of Baby Nappies And Wipes Used, By Most Important Factors Considered When Buying
Disposable Baby Nappies, May 2013
what It Means
key Issue – Consumers Demanding More Choice From Retailers
key Points
supermarkets/hypermarkets Challenged By Mother & Baby Chains
figure 52: Stores Where Consumers Have Bought Baby Nappies/baby Wipes From In Last 12 Months, May
2013
consumer Retail Choices When Buying Nappies/diapers
figure 53: Stores That Consumers Bought Baby Nappies From In The Last 12 Months, By Age Group, May
2013
figure 54: Stores That Consumers Bought Baby Nappies From In The Last 12 Months, By Monthly
Household Income Group, May 2013
figure 55: Stores That Consumers Bought Baby Nappies From In The Last 12 Months, By Age Of Youngest
Child In Household, May 2013
figure 56: Stores That Consumers Bought Baby Nappies From In The Last 12 Months, By City Tier, May
2013
figure 57: Stores That Consumers Bought Baby Nappies From In The Last 12 Months, By City, May 2013
private-label Emerges In The Sector
what It Means
appendix – Types Of Baby Nappies And Wipes Used
figure 58: Types Of Baby Nappies And Wipes Used, May 2013
figure 59: Pants-type Disposable Diaper And Tape-type Disposable Diaper, By Demographics, May 2013
Nappies and Baby Wipes - China - June 2013

5. figure 60: Cloth Diaper And Split-pants, By Demographics, May 2013
figure 61: Baby Wipes And General Wipes, By Demographics, May 2013
appendix – Reasons For Not Using Baby Nappies And Wipes Products
figure 62: Reasons For Not Using Baby Nappies And Wipes Products, May 2013
figure 63: Reasons For Not Using Pants-type Disposable Diaper, By Demographics, May 2013
figure 64: Reasons For Not Using Tape-type Disposable Diaper, By Demographics, May 2013
figure 65: Reasons For Not Using Cloth Diaper, By Demographics, May 2013
figure 66: Reasons For Not Using Open-seat Pants, By Demographics, May 2013
figure 67: Reasons For Not Using Baby Wipes, By Demographics, May 2013
figure 68: Reasons For Not Using General Wipes, By Demographics, May 2013
appendix – Occasions Baby Nappies And Wipes Products Are Used
figure 69: Occasions Baby Nappies And Wipes Products Are Used, May 2013
figure 70: Types Of Baby Nappies And Wipes Used – Currently Use, By Occasions Pants-type
Disposable Diapers And Tape-type Disposable Diapers, May 2013
figure 71: Types Of Baby Nappies And Wipes Used – Currently Use, By Occasions Cloth Diapers
And Open-seat Pants, May 2013
figure 72: Types Of Baby Nappies And Wipes Used – Currently Use, By Occasions Baby Wipes And
General Wipes, May 2013
appendix – Most Important Factors Considered When Buying Disposable Baby Nappies/baby Wipes
figure 73: Most Important Factors Considered When Buying Disposable Baby Nappies, May 2013
figure 74: Most Important Top Tanked Factors Considered When Buying Disposable Baby Nappies, By
Demographics, May 2013
figure 75: Most Important Factors Considered When Buying Baby Wipes, May 2013
figure 76: Most Important Top Ranked Factors Considered When Buying Baby Wipes, By Demographics,
May 2013
figure 77: Types Of Baby Nappies And Wipes Used, By Most Important Top Ranked Factors Considered
When Buying Disposable Baby Nappies, May 2013
figure 78: Types Of Baby Nappies And Wipes Used, By Most Important Top Ranked Factors Considered
When Buying Baby Wipes, May 2013
figure 79: Types Of Baby Nappies And Wipes Used, By Most Important Second Ranked Factors Considered
When Buying Baby Wipes, May 2013
figure 80: Types Of Baby Nappies And Wipes Used, By Most Important Third Ranked Factors Considered
When Buying Baby Wipes, May 2013
appendix – Stores Where Consumers Have Bought Baby Nappies/baby Wipes From In
last 12 Months
Nappies and Baby Wipes - China - June 2013

6. figure 81: Stores Where Consumers Have Bought Baby Nappies/baby Wipes From In Last 12 Months, May
2013
figure 82: Most Popular Stores That Consumers Bought Baby Nappies From In The Last 12 Months, By
Demographics, May 2013
figure 83: Next Most Popular Stores That Consumers Bought Baby Nappies From In The Last 12 Months, By
Demographics, May 2013
figure 84: Most Popular Stores Where Consumers Have Bought Baby Wipes From In Last 12 Months, By
Demographics, May 2013
figure 85: Next Most Popular Stores Consumers Bought Baby Wipes From In Last 12 Months, By
Demographics, May 2013
figure 86: Types Of Baby Nappies And Wipes Used, By Most Popular Stores That Consumers Bought Baby
Nappies From In The Last 12 Months, May 2013
figure 87: Types Of Baby Nappies And Wipes Used, By Next Most Popular Stores That Consumers Bought
Baby Nappies From In The Last 12 Months, May 2013
figure 88: Types Of Baby Nappies And Wipes Used, By Most Popular Stores That Consumers Bought Baby
Wipes From In Last 12 Months, May 2013
figure 89: Types Of Baby Nappies And Wipes Used, By Next Most Popular Stores Consumers Bought Baby
Wipes From In Last 12 Months, May 2013
figure 90: Most Important Factors Considered When Buying Disposable Baby Nappies, By Most Popular
Stores That Consumers Bought Baby Nappies From In The Last 12 Months, May 2013
figure 91: Most Important Factors Considered When Buying Disposable Baby Nappies, By Next Most
Popular Stores That Consumers Bought Baby Nappies From In The Last 12 Months, May 2013
figure 92: Most Important Factors Considered When Buying Baby Wipes, By Most Popular Stores That
Consumers Bought Baby Nappies From In The Last 12 Months, May 2013
figure 93: Most Important Factors Considered When Buying Baby Wipes, By Next Most Popular Stores That
Consumers Bought Baby Nappies From In The Last 12 Months, May 2013
figure 94: Most Important Factors Considered When Buying Disposable Baby Nappies, By Most Popular
Stores Where Consumers Have Bought Baby Wipes From In Last 12 Months, May 2013
figure 95: Most Important Factors Considered When Buying Disposable Baby Nappies, By Next Most
Popular Stores Where Consumers Have Bought Baby Wipes From In Last 12 Months, May 2013
figure 96: Most Important Factors Considered When Buying Baby Wipes, By Most Popular Stores Where
Consumers Have Bought Baby Wipes From In Last 12 Months, May 2013
figure 97: Most Important Factors Considered When Buying Baby Wipes, By Next Most Popular Stores
Where Consumers Have Bought Baby Wipes From In Last 12 Months, May 2013
appendix – Statements Agreed On Baby Nappies And Wipes
figure 98: Statements Agreed On Regarding Baby Nappies And Wipes, May 2013
figure 99: Most Popular Statements Agreed On Regarding Baby Nappies And Wipes, By Demographics, May
2013
figure 100: Next Most Popular Statements Agreed On Regarding Baby Nappies And Wipes, By
Demographics, May 2013
figure 101: Statements Agreed On Regarding Baby Nappies And Wipes, By Most Popular Stores That
Nappies and Baby Wipes - China - June 2013

7. Consumers Bought Baby Nappies From In The Last 12 Months, May 2013
figure 102: Statements Agreed On Regarding Baby Nappies And Wipes, By Next Most Popular Stores That
Consumers Bought Baby Nappies From In The Last 12 Months, May 2013
figure 103: Statements Agreed On Regarding Baby Nappies And Wipes, By Most Popular Stores Where
Consumers Have Bought Baby Wipes From In Last 12 Months, May 2013
figure 104: Statements Agreed On Regarding Baby Nappies And Wipes, By Next Most Popular Stores Where
Consumers Have Bought Baby Wipes From In Last 12 Months, May 2013
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Nappies and Baby Wipes - China - June 2013