Baby diapers increasing demand for domestic brands gradually rise

Baby hygiene products are mainly divided into three categories according to the different product form design: diapers, diapers and pull-up pants, of which diapers and pull-up pants are the main driving force for the whole market consumption. In recent years, with the continuous improvement of national consumption level and the continuous upgrading of parenting concepts, the demand for baby diapers in my country has continued to rise, the market scale has continued to expand, and the industry has a good development prospect.

China's baby diaper industry is in a stage of rapid development. 1992-2006 is the embryonic period of industry development. In 1992, FITTI diaper was the first international baby diaper brand to enter the domestic market. In 1998, Kimberly-Clark's Curiosity diaper brand entered the domestic market. At this stage, international brands such as Pampers and Mummy Baby concentrated to enter the domestic market, and foreign brands occupied a large market share in China's baby hygiene products market; 2007-2011 is the initial development period of the industry, domestic brands have been established, enterprises have joined the market; 2012 to date for the rapid development of the industry, domestic brands gradually rise, seize the domestic market share, domestic and foreign brands fierce competition.

In recent years, the per capita disposable income of the people has increased year by year, the consumption ability of the people in the field of infant hygiene products has been enhanced, and the market scale of baby diapers has been expanding. According to the Research Report on Market Situation Monitoring and Future Development Prospect of China's Baby Diaper Industry in 2022-2026 released by Xinsijie Industry Research Center, the market size of China's baby diaper industry in 2020 will be 63.4 billion yuan, the market size will exceed 70 billion yuan in 2021, and the market size is expected to be close to 85 billion yuan in 2022. With the popularity of the live e-commerce industry and the increasing number of e-commerce platforms for maternal and infant products, online e-commerce platforms have become the main consumption channel for baby diapers, while offline retail scenes are very rich, including specialty stores for maternal and infant products, supermarkets, discount stores, etc. The diversification of consumption channels has promoted the continuous expansion of the market scale of baby diapers.

From the analysis of the industry competition pattern, in the early stage of the development of my country's diaper industry, international brands occupied a major market share. After recent years of development, domestic brands have been catching up, continuously upgrading in product quality, and gradually gaining consumer recognition. The brand of diapers is rising. At present, in the domestic first-tier cities, international brands such as Pampers, Mummy Baby, King, Eunice and Curiosity still occupy the main market share, while domestic brands such as Quesse, Comfort Baby, Yinyin, Anerle and Shuangjie are mainly concentrated in the second-and third-tier cities. In the future, with the continuous enhancement of the comprehensive strength of domestic baby diapers in terms of production process, product quality and after-sale guarantee, after-sale-service, domestic brand competitiveness and penetration will be improved, it will take more market share.

More news