In an attempt to promote giving birth, against the backdrop of a shrinking national population, China introduced the three-child policy in 2021, allowing a couple to have up to three children per household. The new policy has opened up many discussions online and at social gatherings.
Pampers by Procter & Gamble was still leading nappies/diapers/pants in 2021, despite recording falling sales shares in both volume and value terms, citing a competitive environment during the year. This is in the face of the strong growth being recorded by some of the local brands, such as Babycare or BEABA, in 2021.
In order to encourage purchases in what is currently a highly competitive environment, industry players tend to introduce new products with technology that offers solutions to the pain points in consumers’ lives. Babycare collaborated with Dr Dingxiang to conduct research on delicate baby skin, and came up with disposable pants products that contain diaper rash cream for rash prevention and 1.
A disappointing performance for nappies/diapers is expected during the forecast period due to a decline in the annual newborn population, despite the three-child policy that was launched in 2021. Drawing lessons from when China implemented the universal two-child policy previously, the birth rate only sustained growth for a year and has hardly seen substantial growth since then.
Although China’s per capita volume consumption of nappies/diapers/pants will be growing, it will still remain lower than per capita consumption in developed countries like Japan and the US. However, the gaps between the rates in these countries and China also indicate possible growth potential in the category in China.
Many parents nowadays are more and more inclined to pursue scientific parenting. New parents in China are cautious about how their children are raised in every way, and the same spirit is reflected in the nappies/diapers/pants sales value forecast.
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