In 2021, baby and child-specific products returned to stronger growth after the retail disruption in 2020, which weighed on offline sales in mother and baby specialist stores. Even though not all offline channels achieved a full recovery in 2021, others were more successful, and the robust sales growth online also drove the recovery of the category.
Despite the context of a declining birth rate, baby and child-specific toiletries and hair care, which are relatively underexplored categories compared with skin care, saw significant double-digit current value growth and thus become new hotspots, and more baby and child-specific brands are tapping into their potential. Pigeon has established its reputation in baby care amongst Chinese consumers with its dominance in nursing bottles, and has been proactively introducing more new products and launching exclusive collections to enhance its brand presence in baby and child-specific toiletries, hair care and skin care.
Baby and child-specific skin care has been one of the consistent leaders in terms of the growth of baby and child-specific products, and remained the largest category in 2021. Even though it is relatively mature and has high penetration, baby and child-specific skin care is still registering healthy growth momentum thanks to the aggressive growth of children’s facial cream.
Baby and child-specific sun care has long been a niche category, with the presence of few players, but has kept increasing its sales, exploiting the growing awareness of adult sun protection. A growing number of baby care brands are eyeing this niche, considering the strong growth in adult sun care.
Some unregulated baby care products entered the market along with the intensifying competition over recent years, such as some skin care products containing hormones, which could pose a safety risk to babies and children. Therefore, to further standardise the production and sale of baby and child-specific products and enhance the supervision of the industry, the National Medical Products Administration issued a Provision on The Supervision and Administration of Children’s Cosmetic Products, which applies to baby and child-specific products with functions of cleaning, moisturising, sun protection, etc.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.See All of Our Definitions
This report originates from Passport, our Baby Care research and analysis database.
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