Nappies and Baby Wipes - China - March 2015
“Over the past five years, the nappies and baby wipes market has experienced staggering growth, driven by rising awareness of babies” personal hygiene and the convenience seeking lifestyle, which increasingly makes disposable baby products daily essentials.” - Jade Liu, Senior Research Analyst.
As the nappies and baby wipes market is increasingly crowded and competitive, premiumisation and product specialisation will become inevitable trends. For instance, brands can adopt natural materials for nappies and baby wipes to alleviate product safety concerns and encourage consumer trade-up.
For nappies, usage by occasions, purpose and seasonality help brands to capture the intricate needs of consumers. For baby wipes, symptom-relieving advanced baby wipes mark an additional opportunity for brands to address untapped needs. To stay ahead of the competition, brands need to leverage leading social media networks for more personalised marketing and integrate online and offline channels to achieve greater consumer reach.