-- China's baby care products market had amassed over USD 36 billion in revenue in 2016. It is expected to garner good dividends over the forecast period (2018-2023). Since the implementation of two-child policy, the market has seen a boom since 2013. Highly disposable earnings and safety have prompted consumers to be selective about choosing their brand. The decline in baby infant formula sales in 2013 had overshadowed the success of the entire market. But now the market is headed for resurgence with the help of smart branding and selling their ware on e-commerce platforms. China's baby care products market is segmented according to products and regions.
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Products comprise disposable baby diapers, baby feed accessories, skincare & toiletries, lotions, skin care oils, shower creams, talcum powder, shampoo, and baby wipes. Baby diapers are touted to be the highest-selling product over the next five years. A major factor fueling the demand is awareness regarding baby safety and health as well as high disposable earnings. Another factor influencing consumers is the packaging of certain products. Baby skincare & toiletries accounted for 92.2% revenue share in 2011. This share will further increase over the forecast period. Regions covered under the market are East China, Mid China, North & Northeast China, Northwest China, South China, and Southwest China.
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Some of the renowned manufacturers within the market in China are Ruiyang Babycare Products Factory, Johnson & Johnson China Ltd., Procter & Gamble (China) Ltd., and Goodbaby Group. Johnson & Johnson China had a 20% market share in terms of sales in 2015. This can be credited to its early entry into the market as well as strong brand development. Goodbaby Group has collaborated with Nike to increase its sales numbers. This partnership will let the company garner at least USD 1.6 billion in 2015. It had accumulated USD 89 million in 2011. Market players hope to increase their product portfolio and reach by launching their brand in baby stores and hypermarkets. Consumers also seek products made from natural and organic materials. This is another factor which industry players can capitalize on to increase their market share.
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