The baby care market gradually expands

In recent years, the rapid development of domestic laundry detergent market has brought many possibilities for enterprises. It is worth mentioning that with the opening of my country's second-child policy, the baby laundry detergent market has also begun to show a trend of gradual expansion.


Sales profit exceeded 11% for three consecutive years, which was higher than that of the adult care market

Earlier, the consulting company Roland Berger issued a relevant research report on the Chinese mother, infant and child market. It mentioned that the target users of my country’s mother and infant products reached 560 million in 2017, and the trend is increasing year by year. At the same time, household consumption expenditures for baby products account for about 25%-30% of household income. The report also pointed out that the market size is expected to reach 3.6 trillion yuan in 2020, with an annual growth rate of 20%.

The liberalization of my country's second-child policy and the consumption concept of young parents born in the 1990s are the main reasons for the increase in the number and scale of the baby market. It is understood that in 2018, the number of babies aged 0-2 in my country has reached nearly 40 million. In addition, market surveys show that for the skin safety of infants and young children, more than 80% of parents will wash baby clothes separately, and half of parents will choose to wash by hand, and most parents are willing to buy more expensive natural and organic baby clothes for washing Products, which also directly drives the development of the infant care market.

The consulting company Mintel predicts that China's 0-3 year old infant care market will grow from 7 billion yuan in 2016 to 17.6 billion yuan in 2021, with an average annual growth rate of 20%. At the same time, relevant data shows that the sales profit of infant toiletries in my country has been above 11% in the past three years, which is higher than that in the adult toiletries industry.

In this regard, Wang Ya, a technical researcher at Beijing Green Umbrella Chemical Co., Ltd., said that the current domestic consumers of maternal and infant products are mainly born in the 80s and 90s. The new generation of young parents has a relatively superior growth environment and a high level of education. The concept is advanced, the consumption power is strong, and the products used by infants and young children pay more attention to their safety, health, environmental protection, natural and organic, no additives, and are not sensitive to product prices.

Greening, functional diversification, and concentration will become the main trend of the industry in the future

Browsing the major e-commerce platforms, you can find that the current baby laundry detergent products, regardless of the brand, are indeed emphasizing labels such as "natural", "herb", and "plant". However, it is worth noting that the "antibacterial" effect has also become a content that many baby laundry detergents will emphasize on the packaging.

Guo Ning, a researcher from NAS Zhejiang Science and Technology Co., Ltd., analyzed that the emergence of the epidemic in 2020 has given the world a comprehensive and in-depth understanding of the harm of viruses and bacteria, which greatly strengthened people’s awareness of disinfection and antibacterial activities, and also promoted Consumption of related products. Infants and young children have weaker immunity and are more susceptible to the threat of pathogenic bacteria. Therefore, various antibacterial baby laundry detergents in the market are often favored by parents.

With the expansion of the baby laundry detergent market, what changes will the market products show in the future? In this regard, Guo Ning believes that baby care products with greener ingredients will inevitably receive more attention and love, and consumption upgrades will also prompt parents to pursue diversified functions. "With the advancement of science and technology and the improvement of productivity, a batch of cleaner materials with better performance and greener have emerged in the industry, such as various greener bio-based surfactants, greener chelating agents, etc. These green ingredients will be welcomed with the improvement of consumer awareness. At the same time, consumption upgrades will make people’s requirements for detergent products more and more personalized and diversified. In the future, multi-functional infant care In theory, the product should be able to meet the needs of more consumers at the same time."

Relevant data shows that the concentration of detergents in developed countries such as the United States and Japan has reached 98%, but the concentration rate of detergents in my country is less than 5%. Therefore, Guo Ning believes that concentrated products with better performance will be an important direction for the development of detergents. "Infant laundry products, because the retail prices of their products are generally higher at present, the premium space is greater, and the profit margin is greater. Therefore, with the joint efforts of the industry, it is believed that the concentration of infant products will be easier."