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"Nappies/Diapers/Pants in China" is now available at Fast Market Research.

[USPRwire, Fri Apr 08 2016] Trade sources indicated that nappies/diapers/pants saw a premiumisation trend in first-tier cites like Shanghai, Beijing and Guangzhou from 2012, and then the trend expanded to second- and third-tier cites during 2013 and 2014. However, in 2015, premium products saw a fierce price war that caused prices of major brands to decline. Nappies/diapers/pants witnessed slower current value growth in 2015 than it did in the previous year, due to its being a saturated market, poor economic environment and the "Sheep Year" effect. Chinese legend says that people born in the Year of the Sheep have a difficult life.Therefore, many Chinese people try to avoid getting married or giving birth during the Year of the Sheep. As the birth rate and sales of nappies/diapers/pants are directly related, the decline in number of newborn babies has put nappies sales under pressure.

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Competitive Landscape

In 2015, Procter & Gamble (Guangzhou) maintained its leading position within nappies/diapers/pants in China, but its retail value share declined by three percentage points to 35%. As one of the earliest nappies/diapers/pants companies in China, it has wide distribution channels around China and its brand awareness is high amongst local consumers. However, in the review period, Pampers saw strong competition from Japanese brands, such as Merries, Moony and Goon. From the product positioning, those imported brands are positioned as more premium, with selling prices higher than that of Pampers; in terms of quality, many consumers consider Japanese brands to be much more suitable for Asian babies. The rapid growth of Japanese brands can be mostly attributed to word of mouth. When these Japanese brands first emerged, Pampers did not realize they would present strong competition; by the threat was evident, the competing brands were already deeply rooted amongst young consumers. It is not too late to strengthen Pampers' first place, however. In 2015, Pampers developed Premium Care Pants with comfort and skin protection features. This new series was produced in Japan, and is intended to cater to consumers' preference for Japanese diapers.

Industry Prospects

In October 2015, China launched its new two-child policy. Industries related to child-raising, such as maternity medical care, baby milk formula, nappies, etc, have been expected grow further and faster in China. Although many experts have different views on what the birth rate will be, generally the rising birth rate is projected to stimulate the development of nappies/diapers/pants over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in China with research from Euromonitor's team of in-country analysts.

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Geographic Code:9CHIN
Date:Apr 8, 2016
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