The baby products market in China is one of the most competitive, and its future looks bright. Chinese parents spend large amounts even before the baby arrives. The demand for innovation in this market isn’t slowing down any time soon. With a fast growth rate, baby products in China are anticipated to expand at a 14.5% annual pace through 2023.
International Brands or Local Brands?
Safety is the number one concern of Chinese parents. That is why International brands still maintain a stronghold in the baby market. Chinese parents believe that foreign brands’ products are more reliable and trustworthy.
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With the safety of their babies being the primary focus, Chinese parents enjoy the high-end look and feel of international brands. The extra functions that these products offer are also important to them.
Quality and functionality are prioritized over the price for Millennial Chinese parents
With the development of the middle class and rising disposable income, as well as an increasing number of mothers choosing to work, Chinese millennial parents have a strong impact on the baby products market. They desire the finest items for their children and are prepared to pay more for higher-quality products.
More Foreign Brands are purchased through E-commerce
Purchases of baby products through e-commerce are a big source of growth for its market in China.
The e-commerce market size accounted for over 28% of the total baby product market in China in 2021. The online market value of the baby industry in China amounted to around 1.1 trillion yuan in the same year.
Online shopping has become much more prevalent in recent years. Particularly in China’s baby products market, over half of the industry’s retail value now comes from online sales.
Chinese giant online shopping platform, Tmall, holds the title for online merchandise volume in China with 47%. JD follows behind at 27%. Combining those two platforms’ total share, we get 37% of all online sales for baby products.
Online presence and social media influence are the keys for brands
Social media and online platforms special for baby care and baby products are very popular in China.
Parents use these platforms to research information about specific products. Or sometimes to ask for advice or seek support. These platforms are excellent channels for brands. They establish emotional connections with their customers, reach them and create strong bonds.
What are the popular E-commerce and social media platforms?
WeChat, Tmall, Weibo, JD.com, Xiaohongshu, Kaola, Vip.com., Muyingzhijia… These are some of the most popular online retailers and marketplaces driving China’s baby product market growth.
Their expansive product selection, different price options, and convenient delivery is appealing to parents. Especially for the ones who don’t have time to go out shopping in malls or stores.
These platforms connect with consumers in an interactive way. They showcase product features and benefits. They also offer live streaming capabilities. This creates an immersive shopping experience for users.
What are the top-selling baby products categories in China?
Organic Baby Food
Chinese parents are becoming more concerned about the quality of food their children consume. More and more Chinese parents question the safety of locally grown ingredients. They want to protect young babies from chemicals, hormones, and other toxic ingredients.
Some Chinese parents are turning to organic baby food as a healthier alternative to processed milk. Processed milk is often related to gas, reflux, and colic health issues among infants.
Working mothers, on the other hand, created a demand for convenient and easy-to-use products like baby food pouches. These organic and ready-to-use meals are a perfect fit for their hectic routines. Less preparation means more time with babies. Plus babies enjoy organic ingredients free from toxins and chemicals.
Considering all these facts China’s organic baby food sector is anticipated to develop in the future.
Following several product safety breaches in the country, most Chinese parents are inclined toward foreign goods. The top five infant formula businesses, which account for 40% of the market, are all based outside of China, particularly in the United States and Europe.
There is a high demand for organic baby formula. More and more Chinese parents prefer to use organic infant milk formula over regular ones. Goat milk-based formula, on the other hand, is gaining more popularity among parents due to its purported advantages for infant gut health.
By 2022, the baby diapers segment is predicted to bring in US$9.80bn globally and grow at a rate of 10.43% each year from 2022-2026. Out of all countries, China will generate the most revenue (US$9805m in 2022).
In today’s world, almost any parent in China uses disposable diapers instead of traditional cloth. This is due to the higher level of convenience and hygiene that they offer. Moreover, the availability of a wide range of brands and sizes makes it easy for parents to find the perfect fit for their baby.
When it comes to selecting a diaper, Chinese parents look for a variety of factors. Non-toxic, price, convenience, skin sensitivity, size, softness, fabric quality, and wetness indicators.. are a handful of the features they consider.
Baby clothing & accessories
There is one thing for sure, every mother on this planet enjoys dressing up their babies. So it is no surprise that baby clothing & accessories are one of the top trends shaping the Chinese baby products market.
Although stylish baby clothing is in high demand, it is not simply about appearances. There is a growing trend among millennial parents to use organic and natural materials. They aim to give their children the most natural and healthy items on the market available. While the trend toward less use of pesticides is clear, many parents are concerned about overexposure to chemicals. Therefore they seek safe alternatives. Most popular newborn clothes for instance are the ones that are made up of organic cotton.
Baby hygiene products
China’s baby hygiene products are changing. They have to meet the demands of today’s parents, who are more health-conscious and aware than ever before.
Baby skin products are one of the top-selling baby products in China. Diaper rash cream is the leader. Body lotion, shower gel, delicate shampoo, hair softening spray, face creams, sunscreen, and mosquito repellent follows.
Particularly in the segment of baby skin care, consumers are more willing to pay higher prices. Not only for safety but for extra nourishing benefits. Consequently, we observe a trend toward more gentle skincare products. They don’t use harsh chemicals like paraben and are hypoallergenic as well as dermatologically tested.
The most popular products are still the products of imported brands. Chinese customers can easily buy them online through cross-border e-commerce platforms.
According to a new study by Grand View Research, Inc., China’s baby education toy market is anticipated to reach $13.4 billion in 2025. The business is expected to grow at a CAGR of 10 percent over the next decade. China National Light Industry Council stated that, in 2016, the baby educational toy market was valued at USD 8.4 billion. It is expected to continue growing steadily in subsequent years.
The baby educational toy market in China is expected to grow as more people shop on the internet and use social media platforms. Toys that assist in babies’ academic development and creativity are becoming more popular. They are designed to captivate a baby’s imagination, with interactive features like colors, shapes, and sounds.
China’s infant stroller market has been growing rapidly in recent years, reaching $21 billion in 2020. The industry is expected to continue growing at a similar pace and reach $27 billion by 2023. Some models cost as much as several thousand dollars more. Chinese parents are searching for costly yet long-lasting and high-end goods.
As parents move away from big strollers, demand for baby carriers is increasing. For Chinese parents, functionality and mobility are important factors when choosing a stroller. Carbon fiber strollers with lightweight are becoming more popular.
Baby Car Seats
Upper- and middle-class families with large disposable cash are the most interested in purchasing baby car seats. These Chinese parents are ready to pay extra for a safety guarantee on high-end foreign goods. Portable, foldable, and lightweight baby car seats that may be carried around are one of the newest developments in the baby car seat industry. They are handy when parents take taxis.
The baby furniture market in China is expected to grow at a CAGR of over 5% during the period 2019-2024. The market is highly competitive with several small and large international and domestic players.
There has been an increase in the demand for baby beds, cribs, and other necessary furniture items for infants in recent years. Many factors are driving this trend, including the rise of urbanization and the growth of the middle class. As more families move to cities, they are looking for ways to improve their homes in comfort and style.
Baby furniture that can be used for multiple purposes and transformed is another trend in the Chinese market. Some cribs, for example, may be converted into toddler beds. Others may be utilized as changing tables or dressers.
Manufacturers are responding to the growing interest among parents in space-saving solutions. They develop baby furniture that may be changed into different tools or used for various purposes.
Nursery monitoring systems
Nursery monitoring systems are becoming more popular in China as they offer parents real-time updates on their child’s health. These systems often work with a mobile app, making it easy for parents to check in on their little ones from anywhere.
Demand for baby wipes is anticipated to rise shortly as a result of rising parents’ awareness about cleanliness and safety. Germs and bacteria are the most common causes of illnesses. Baby wipes are expected to grow in popularity throughout China due to growing customer spending on newborn hygiene goods.
The baby wipes market is developing rapidly online. Specialty outlets are the primary distribution channels for Chinese consumers in the baby care sector. To reach more customers and boost sales, some of the leading maternal and infant stores expanded their businesses to online
By integrating both offline and online channels, these businesses can connect with more consumers. So they increase their overall sales figures.
Nontoxic, organic, and hypoallergenic wipes are of growing interest to Chinese parents. Parents often take into consideration how many wipes come in a pack as well as if bulk quantities are available.
We can help you promote your baby products in China!
China’s baby products market has a promising future. Though it may face challenges, with the rise of e-commerce and new retail in China, more opportunities are on the rise. To excel among many rivals, brands need to improve product quality and create a pristine reputation while also building brand awareness. Only then can they earn the approval of today’s discerning consumers.
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We generate marketing strategies for increasing brand awareness among customers as well as develop branding strategies for businesses entering the market.
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