市場調査レポート

中国のベビー用おむつ・ワイプ市場

Nappies and Baby Wipes - China - March 2015

発行 Mintel China 商品コード 277924
出版日 ページ情報 英文
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中国のベビー用おむつ・ワイプ市場 Nappies and Baby Wipes - China - March 2015
出版日: 2015年03月31日 ページ情報: 英文
概要

中国のベビー用おむつ・ワイプ(おしり拭き)市場は、ベビー用衛生用品に対する意識の高まりによって、この5年間で驚異的な成長を遂げました。

当レポートでは、中国のベビー用おむつ・ワイプ市場について調査分析し、問題点と考察、用途、市場規模と予測、市場区分、市場シェア、技術革新、企業とブランドについて検証するほか、消費者の動向などについて、体系的な情報を提供しています。

第1章 イントロダクション

第2章 エグゼクティブサマリー

第3章 問題点と考察

  • 商品の高級化
  • 商品の特殊化
  • 最新のベビー用ワイプ(おしり拭き)

第4章 用途の動向

  • 専門家の勧め
  • 透明性のあるビジネス手法
  • ユーザーの声

第5章 市場規模と予測

  • 要点
  • 安定成長
  • 主要な消費国
  • 強い伸びは継続
  • 予測手法
  • 成長促進要因、など

第6章 市場区分

  • 要点
  • ベビー用おむつ部門
  • ベビー用ワイプ部門

第7章 市場シェア

  • 要点
  • ブランドシェア

第8章 技術革新

  • 要点
  • ベビー用おむつ
  • 高額な極薄おむつ
  • 植物・ハーブ成分
  • 使いやすいおむつ
  • 低刺激性のおむつ、など

第9章 企業とブランド

  • Procter & Gamble Co.
  • Unicharm Corporation
  • Kimberly-Clark Corporation
  • Hengan International Group Co., Ltd.
  • Kao Brands Company
  • Johnson & Johnson

第10章 消費者 - ベビー用おむつ・ワイプの利用

第11章 消費者 - ベビー用おむつ・ワイプの利用の機会

第12章 消費者 - 使い捨てベビー用おむつ・ワイプの試用/継続利用に対する障壁

第13章 消費者 - ベビー用おむつ・ワイプの購入時の懸念要因

第14章 消費者 - ベビー用おむつ・ワイプの最も影響力のある情報源

第15章 消費者 - ベビー用おむつ・ワイプの商品機能の重要性ランキング/利点

第16章 消費者 - ベビー用おむつ・ワイプへの考え方

第17章〜第24章 付録

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目次

“Over the past five years, the nappies and baby wipes market has experienced staggering growth, driven by rising awareness of babies” personal hygiene and the convenience seeking lifestyle, which increasingly makes disposable baby products daily essentials.” - Jade Liu, Senior Research Analyst.


This report looks at the following areas:

  • What is the current state of the nappies and baby wipes market in China and what are the trends, and drivers and barriers to growth?
  • Which are the key companies in the industry and what are their strengths and areas of opportunities?
  • What are the top purchase consideration factors and the most influential information channels for nappies and baby wipes?
  • What aspects of product premiumisation should brand prioritise in nappies to encourage trading-up?
  • How can brands leverage product specialisation in nappies to differentiate themselves in the crowded market?
  • What are the opportunities in baby wipes to satisfy unmet consumer needs?

As the nappies and baby wipes market is increasingly crowded and competitive, premiumisation and product specialisation will become inevitable trends. For instance, brands can adopt natural materials for nappies and baby wipes to alleviate product safety concerns and encourage consumer trade-up.

For nappies, usage by occasions, purpose and seasonality help brands to capture the intricate needs of consumers. For baby wipes, symptom-relieving advanced baby wipes mark an additional opportunity for brands to address untapped needs. To stay ahead of the competition, brands need to leverage leading social media networks for more personalised marketing and integrate online and offline channels to achieve greater consumer reach.

Table of Contents

1. Introduction

  • Definition
  • Report structure
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: Total value sales of nappies and baby wipes market, China, 2009-19
    • Figure 2: Breakdown of nappies and baby wipes market segments, by value, 2014
  • Companies and brands
  • Market share
    • Figure 3: Leading companies” market share in China”s nappies market, by value, 2012-13
  • Who”s innovating?
  • The consumer
  • Usage of nappies and baby wipes
    • Figure 4: Usage of nappies and baby wipes, March 2014
  • Usage occasion of nappies and baby wipes
    • Figure 5: Usage occasion of nappies and baby wipes, March 2014
  • Barriers to trial/continuous usage of disposable nappies and baby wipes
    • Figure 6: Barriers to trial/continuous usage of disposable nappies and baby wipes, March 2014
  • Purchase consideration factors for nappies and baby wipes
    • Figure 7: Purchase consideration factors for nappies, March 2014
    • Figure 8: Purchase consideration factors for baby wipes, March 2014
  • Most influential source of information for nappies and baby wipes
    • Figure 9: Most influential source of information for nappies and baby wipes, March 2014
  • Importance ranking of product functions/benefits of nappies and baby wipes
    • Figure 10: Importance ranking of product functions/benefits for nappies, March 2014
    • Figure 11: Importance ranking of product functions/benefits for baby wipes, March 2014
  • Attitudes towards nappies and baby wipes
    • Figure 12: Attitudes towards nappies and baby wipes, March 2014
  • Key trends
  • What aspects of product premiumisation should brand prioritise in nappies to encourage trading-up?
  • How does product specialisation in nappies help brands to attract consumers in the crowded market?
  • Why do symptom-relieving advanced baby wipes mark opportunity for brands to capture unmet consumer needs?
  • What we think

3. Issues and Insights

  • Which aspects of product premiumisation should brands prioritise in nappies to encourage trading-up?
  • The facts
  • The implications
    • Figure 13: Top 10 claims on disposable nappies product launches, China, 2010-14
    • Figure 14: Examples of nappies with natural materials and botanical ingredients from domestic and overseas markets, 2014
  • How does product specialisation in nappies help brands to attract consumers in a crowded market?
  • The facts
  • The implications
    • Figure 15: Top 10 claims on disposable nappies product launches, by girl and boy, China, 2010-14
    • Figure 16: Examples of seasonal nappies from domestic and overseas markets, 2012
    • Figure 17: Example of potty training pads from overseas market, 2013
  • Why do symptom-relieving advanced baby-wipes mark an opportunity for brands to capture unmet consumer needs?
  • The facts
  • The implications
    • Figure 18: Examples of symptom relieving baby wipes from overseas markets, 2014

4. Trend Application

  • Expert recommendation back in fashion
  • Transparent business practice builds trust
  • Every voice from you and me counts

5. Market Size and Forecast

  • Key points
  • The nappies and baby wipes market demonstrates strong growth
    • Figure 19: Total value sales of nappies and baby wipes, China, 2009-14
  • China is catching up the per capita spending with leading nappy consumption nations
    • Figure 20: Top six nappy consumption nations and their annual per capita spending, by country, 2013
  • Strong growth is set to continue
    • Figure 21: Total value sales of nappies and baby wipes market, China, 2009-19
  • Forecast methodology
  • Growth drivers
  • The government has changed the one child policy
  • Convenience-driven mindset spurs consumption of disposable baby products
  • Growth of international brands leads to more product premiumisation
  • Online retail channels encourage bulk purchase via price discount
  • Growth barriers
  • The rise in infertility rates and the shrinking population of mothers could impact demand for disposable baby products

6. Market Segmentation

  • Key points
  • The nappy segment gains stronger presence over the years
    • Figure 22: Nappy market, by value, 2009-14
    • Figure 23: Total value sales of nappies market, China, 2009-19
  • The baby wipe segment has the space to further expand value share
    • Figure 24: Baby wipe market, by value, 2009-14
    • Figure 25: Total value sales of baby wipes market, China, 2009-19

7. Market Share

  • Key points
  • Brand share
    • Figure 26: Leading companies” market share in China”s nappies market, by value, 2012-13

8. Who”s Innovating?

  • Key points
  • Nappies
  • Brands can command price premium for ultra-thin nappies with instant absorption power
    • Figure 27: Time and speed claim for newly launched disposable nappies, China, 2010-14
    • Figure 28: Importance ranking of product functions/benefits for nappies, surface remains dry after absorption, March 2014
    • Figure 29: Example of ultra-thin nappy from domestic market, 2014
  • Botanical and herbal ingredients claim on ‘natural” high ground
    • Figure 30: Botanical and herbal claim for newly launched disposable nappies, China, 2010-14
    • Figure 31: Purchase consideration factors for nappies, March 2014
    • Figure 32: Examples of nappies with botanical and herbal ingredients from domestic market, 2014
  • Ease-of-use nappies deliver convenience
    • Figure 33: Ease-of-use claims for newly launched disposable nappies, China, 2010-14
    • Figure 34: Example of easy-to-use nappy from domestic market (imported), April 2014
  • Hypoallergenic nappies address concerns about skin disorders
    • Figure 35: Hypoallergenic claim for newly launched disposable nappies, China, 2010-14
    • Figure 36: Examples of hypoallergenic nappies from overseas markets, 2013 and 2014
  • Bundle pack nappies with baby wipes form synergies in cross-category selling
    • Figure 37: Example of bundle pack nappy from overseas market, 2014
  • Nourishing ingredients are premium image boosters
    • Figure 38: Vitamin enriched claim for newly launched disposable nappies, China, 2010-14
    • Figure 39: Example of vitamin enriched nappy from domestic market, 2014
  • Gap in odour neutralisation
    • Figure 40: Odour neutralising claim for newly launched disposable nappies, China, 2010-14
    • Figure 41: Examples of odour neutralising nappies from domestic and overseas markets, 2012-14
  • Baby wipes
  • Natural ingredients in baby wipes gain mass market appeal
    • Figure 42: Purchase consideration factors for baby wipes, March 2014
    • Figure 43: Examples of baby wipes with natural ingredients from domestic and overseas markets, 2013 and 2014
  • Portable baby wipes tailored to specialised needs
    • Figure 44: Importance ranking of product functions/benefits for baby wipes, suitable for on the go, March 2014
    • Figure 45: Examples of baby wipe for on the go occasion from overseas market, 2014

9. Companies and Brands

  • Procter & Gamble Co.
  • Unicharm Corporation
  • Kimberly-Clark Corporation
  • Hengan International Group Co., Ltd.
  • Kao Brands Company
  • Johnson & Johnson

10. The Consumer - Usage of Nappies and Baby Wipes

  • Key points
    • Figure 46: Usage of nappies and baby wipes, March 2014
  • Disposable nappies are the mainstream with expanded market penetration
  • A growing number of families adopt both pants-type and tape-type disposable nappies
  • Specialised baby wipes overtake general wipes as a dominant cleaning solution
    • Figure 47: Usage of tape-type disposable nappies, by demographics, March 2014
  • Tape-type disposable nappies more attractive to families with 0-24-month-old babies and those living in Shanghai and Quanzhou
    • Figure 48: Usage of pants-type disposable nappies, by demographics, March 2014
  • Pants-type disposable nappy usage skews towards 35-39-year-olds, richer and more educated mothers with 6-24-month-old babies
    • Figure 49: Usage of baby wipes, by demographics, March 2014
  • Baby wipes gain higher popularity among richer and better educated mothers with 6-24-month-old babies and tier one city residents
    • Figure 50: Usage of cloth nappies, by demographics, March 2014
  • Traditional cloth nappies more essential for younger, low or high monthly income family mothers with new-born babies

11. The Consumer - Usage Occasions of Nappies and Baby Wipes

  • Key points
    • Figure 51: Usage occasion of nappies and baby wipes, March 2014
  • Baby wipes tilt towards daytime usage regardless of place
  • Tape-type disposable nappies have limitations for out-of-home occasions
  • Pants-type disposable nappies fill the needs gap for out-of-home occasions
  • Cloth nappies are generally used during daytime at home
    • Figure 52: Usage occasions of baby wipes, by demographics, March 2014
  • More 35-39-year-old mothers prefer using baby wipes when out of home

12. The Consumer - Barriers to Trial/Continuous Usage of Disposable Nappies and Baby Wipes

  • Key points
    • Figure 53: Barriers to trial/continuous usage of disposable nappies and baby wipes, March 2014
  • Product quality is a major barrier preventing usage of disposable nappies and wipes
  • Consumers value natural and skin-friendly benefits in cloth nappies
    • Figure 54: barrier to trial/continuous usage of disposable nappies and baby wipes-quality concern, by demographics, March 2014
  • Quality concerns over nappies and baby wipes more prevalent among high earners and better educated, and those with babies under 12 months
    • Figure 55: Most popular barriers to trial/continuous usage of disposable nappies and baby wipes, by demographics, March 2014
  • Younger mothers, low income families and those with 0-6-month-old babies value benefits of cloth nappies

13. The Consumer - Purchase Consideration Factors for Nappies and Baby Wipes

  • Key points
    • Figure 56: Purchase consideration factors for nappies, March 2014
    • Figure 57: Purchase consideration factors for baby wipes, March 2014
  • ‘Product safety”, ‘for sensitive skin” and ‘natural and high quality materials” prioritised over ‘brand equity” and ‘product performance” among nappy and baby wipe purchasers
    • Figure 58: Most popular purchase consideration factors for nappies - Rank 1, by mothers” age, March 2014
    • Figure 59: Most popular purchase consideration factors for baby wipes - Rank 1, by mothers” age, March 2014
  • Different product emphasis needed to target mothers of different ages
    • Figure 60: Most popular purchase consideration factors for nappies - Rank 1, by babies” age, March 2014
  • Stress safe and high quality nappies for 6-24-month-old babies; natural and well-known brands for 25-36-month-old babies

14. The Consumer - Most Influential Source of Information for Nappies and Baby Wipes

  • Key points
    • Figure 61: Most influential source of information for nappies and baby wipes, March 2014
  • Acquaintance and expert recommendation, online product reviews and brands” official websites are the most influential source of information
    • Figure 62: Most influential source of information for nappies and baby wipes - brand official websites, Rank 1, by demographics, March 2014
  • More 35-39-year-old mothers rely on brands” official websites to extract product information
    • Figure 63: Most influential source of information for nappies and baby wipes - Rank 1, by demographics, March 2014
  • Low- to mid-income families, tier one city residents, and those with higher levels of education trust recommendations from acquaintances more

15. The Consumer - Importance Ranking of Product Functions/Benefits for Nappies and Baby Wipes

  • Key points
    • Figure 64: Importance ranking of product functions/benefits for nappies, March 2014
  • ‘Good breathability” a top product performance indicator in nappies
    • Figure 65: Importance ranking of product functions/benefits for baby wipes, March 2014
  • Allergy-free and symptom relieving baby wipes are in strong demand
  • Portable wipes fulfil on-the-go needs
  • Additional moisturising benefits are nice-to-have
    • Figure 66: Importance ranking of product functions/benefits for nappies -Good breathability, by demographics, March 2014
  • Breathability are more important to 6-24-month-old babies and tier one city urbanites
    • Figure 67: Importance ranking of product functions/benefits for baby wipes -very important, by demographics, March 2014
  • 6-24-month-old babies are key target for brands with allergy-free and symptom relieving baby wipes
    • Figure 68: Importance ranking of product functions/benefits for baby wipes - Can treat minor cuts and bruises, by demographics, March 2014
  • Low and high income families with 0-6 month-old babies in tier two cities value baby wipes treating cuts and bruise

16. The Consumer - Attitudes towards Nappies and Baby Wipes

  • Key points
    • Figure 69: Attitudes towards nappies and baby wipes, March 2014
  • ‘Natural materials” and ‘superior functional performance” are key selling points when it comes to premium pricing
  • Consumers” desire for convenience comes from multiple aspects
  • Nappy and baby wipe brands have potential to boost consumer loyalty
    • Figure 70: Most popular attitudes towards nappies and baby wipes, by demographics, March 2014
  • Tier one city dwellers have higher brand loyalty and crave premium baby products more

17. Appendix - Usage of Nappies and Baby Wipes

  • Figure 71: Usage of nappies and baby wipes, March 2014
  • Figure 72: Usage of disposable nappies, by demographics, March 2014
  • Figure 73: Usage of total nappies, by demographics, March 2014
  • Figure 74: Usage of tape-type disposable nappy, by demographics, March 2014
  • Figure 75: Usage of pants-type disposable nappy, by demographics, March 2014
  • Figure 76: Usage of baby wipes, by demographics, March 2014
  • Figure 77: Usage of general wipes, by demographics, March 2014
  • Figure 78: Usage of cloth nappies, by demographics, March 2014
  • Figure 79: Usage of nappies and baby wipes, by usage of disposable nappies, March 2014
  • Figure 80: Usage of nappies and baby wipes, by usage of total nappies, March 2014
  • Figure 81: Usage of nappies and baby wipes, by usage of tape-type disposable nappy, March 2014
  • Figure 82: Usage of nappies and baby wipes, by usage of pants-type disposable nappy, March 2014
  • Figure 83: Usage of nappies and baby wipes, by usage of baby wipes, March 2014
  • Figure 84: Usage of nappies and baby wipes, by usage of general wipes, March 2014
  • Figure 85: Usage of nappies and baby wipes, by usage of cloth nappies, March 2014

18. Appendix - Usage Occasion of Nappies and Baby Wipes

  • Figure 86: Usage occasion of nappies and baby wipes, March 2014
  • Figure 87: Usage occasion of disposable nappies, by demographics, March 2014
  • Figure 88: Usage occasion of total nappies, by demographics, March 2014
  • Figure 89: Usage occasion of tape-type disposable nappies, by demographics, March 2014
  • Figure 90: Usage occasion of pants-type disposable nappies, by demographics, March 2014
  • Figure 91: Usage occasion of baby wipes, by demographics, March 2014
  • Figure 92: Usage occasion of general wipes, by demographics, March 2014
  • Figure 93: Usage occasion of cloth nappies, by demographics, March 2014
  • Figure 94: Attitudes towards nappies and baby wipes, by usage occasion of disposable nappies, March 2014
  • Figure 95: Attitudes towards nappies and baby wipes, by usage occasion of total nappies, March 2014
  • Figure 96: Attitudes towards nappies and baby wipes, by usage occasion of tape-type disposable nappies, March 2014
  • Figure 97: Attitudes towards nappies and baby wipes, by usage occasion of pants-type disposable nappies, March 2014
  • Figure 98: Attitudes towards nappies and baby wipes, by usage occasion of baby wipes, March 2014
  • Figure 99: Attitudes towards nappies and baby wipes, by usage occasion of general wipes, March 2014
  • Figure 100: Attitudes towards nappies and baby wipes, by usage occasion of cloth nappies, March 2014

19. Appendix - Barriers to Trial/Continuous Usage of Disposable Nappies and Baby Wipes

  • Figure 101: Barriers to trial/continuous usage of nappies and baby wipes, March 2014
  • Figure 102: Most popular barriers to trial/continuous usage of nappies and baby wipes, by demographics, March 2014
  • Figure 103: Next most popular barriers to trial/continuous usage of nappies and baby wipes, by demographics, March 2014

20. Appendix - Purchase Consideration Factors for Nappies

  • Figure 104: Purchase consideration factors for nappies, March 2014
  • Figure 105: Most popular purchase consideration factors for nappies - Rank 1, by demographics, March 2014
  • Figure 106: Next most popular purchase consideration factors for nappies - Rank 1, by demographics, March 2014
  • Figure 107: Other purchase consideration factors for nappies - Rank 1, by demographics, March 2014
  • Figure 108: Most popular purchase consideration factors for nappies - Rank 2, by demographics, March 2014
  • Figure 109: Next most popular purchase consideration factors for nappies - Rank 2, by demographics, March 2014
  • Figure 110: Other purchase consideration factors for nappies - Rank 2, by demographics, March 2014
  • Figure 111: Most popular purchase consideration factors for nappies - Rank 3, by demographics, March 2014
  • Figure 112: Next most popular purchase consideration factors for nappies - Rank 3, by demographics, March 2014
  • Figure 113: Other purchase consideration factors for nappies - Rank 3, by demographics, March 2014
  • Figure 114: Most popular purchase consideration factors for nappies - Rank 4, by demographics, March 2014
  • Figure 115: Next most popular purchase consideration factors for nappies - Rank 4, by demographics, March 2014
  • Figure 116: Other purchase consideration factors for nappies - Rank 4, by demographics, March 2014
  • Figure 117: Most popular purchase consideration factors for nappies - Rank 5, by demographics, March 2014
  • Figure 118: Next most popular purchase consideration factors for nappies - Rank 5, by demographics, March 2014
  • Figure 119: Other purchase consideration factors for nappies - Rank 5, by demographics, March 2014

21. Appendix - Purchase Consideration Factors for Baby Wipes

  • Figure 120: Purchase consideration factors for baby wipes, March 2014
  • Figure 121: Most popular purchase consideration factors for baby wipes - Rank 1, by demographics, March 2014
  • Figure 122: Next most popular purchase consideration factors for baby wipes - Rank 1, by demographics, March 2014
  • Figure 123: Other purchase consideration factors for baby wipes - Rank 1, by demographics, March 2014
  • Figure 124: Most popular purchase consideration factors for baby wipes - Rank 2, by demographics, March 2014
  • Figure 125: Next most popular purchase consideration factors for baby wipes - Rank 2, by demographics, March 2014
  • Figure 126: Other purchase consideration factors for baby wipes - Rank 2, by demographics, March 2014
  • Figure 127: Most popular purchase consideration factors for baby wipes - Rank 3, by demographics, March 2014
  • Figure 128: Next most popular purchase consideration factors for baby wipes - Rank 3, by demographics, March 2014
  • Figure 129: Other purchase consideration factors for baby wipes - Rank 3, by demographics, March 2014
  • Figure 130: Most popular purchase consideration factors for baby wipes - Rank 4, by demographics, March 2014
  • Figure 131: Next most popular purchase consideration factors for baby wipes - Rank 4, by demographics, March 2014
  • Figure 132: Other purchase consideration factors for baby wipes - Rank 4, by demographics, March 2014
  • Figure 133: Most popular purchase consideration factors for baby wipes - Rank 5, by demographics, March 2014
  • Figure 134: Next most popular purchase consideration factors for baby wipes - Rank 5, by demographics, March 2014
  • Figure 135: Other purchase consideration factors for baby wipes - Rank 5, by demographics, March 2014

22. Appendix - Most Influential Source of Information for Nappies and Baby Wipes

  • Figure 136: Most influential source of information for nappies and baby wipes, March 2014
  • Figure 137: Most influential source of information for nappies and baby wipes - Rank 1, by demographics, March 2014
  • Figure 138: Next most influential source of information for nappies and baby wipes - Rank 1, by demographics, March 2014
  • Figure 139: Other influential source of information for nappies and baby wipes - Rank 1, by demographics, March 2014
  • Figure 140: Most influential source of information for nappies and baby wipes - Rank 2, by demographics, March 2014
  • Figure 141: Next most influential source of information for nappies and baby wipes - Rank 2, by demographics, March 2014
  • Figure 142: Other influential source of information for nappies and baby wipes - Rank 2, by demographics, March 2014
  • Figure 143: Most influential source of information for nappies and baby wipes - Rank 3, by demographics, March 2014
  • Figure 144: Next most influential source of information for nappies and baby wipes - Rank 3, by demographics, March 2014
  • Figure 145: Other influential source of information for nappies and baby wipes - Rank 3, by demographics, March 2014

23. Appendix - Importance Ranking of Product Functions/Benefits for Nappies and Baby Wipes

  • Figure 146: Importance ranking of product functions/benefits for nappies, March 2014
  • Figure 147: Importance ranking of product functions/benefits for baby wipes, March 2014
  • Figure 148: Importance ranking of product functions/benefits for nappies, by demographics, March 2014
  • Figure 149: Importance ranking of product functions/benefits for nappies - Leakage prevention, by demographics, March 2014
  • Figure 150: Importance ranking of product functions/benefits for nappies - Each piece can be used for a longer time, by demographics, March 2014
  • Figure 151: Importance ranking of product functions/benefits for nappies - Surface remains dry after absorption, by demographics, March 2014
  • Figure 152: Importance ranking of product functions/benefits for nappies - With wetness signal function, by demographics, March 2014
  • Figure 153: Importance ranking of product functions/benefits for nappies - Softness of the nappy material, by demographics, March 2014
  • Figure 154: Importance ranking of product functions/benefits for nappies -Good breathability, by demographics, March 2014
  • Figure 155: Importance ranking of product functions/benefits for baby wipes, by demographics, March 2014
  • Figure 156: Importance ranking of product functions/benefits for baby wipes - Can soothe skin irritation, by demographics, March 2014
  • Figure 157: Importance ranking of product functions/benefits for baby wipes - Moisturising, by demographics, March 2014
  • Figure 158: Importance ranking of product functions/benefits for baby wipes - Suitable for on-the-go, by demographics, March 2014
  • Figure 159: Importance ranking of product functions/benefits for baby wipes - Don”t cause allergy, by demographics, March 2014
  • Figure 160: Importance ranking of product functions/benefits for baby wipes - Can treat minor cuts and bruises, by demographics, March 2014
  • Figure 161: Importance ranking of product functions/benefits for baby wipes - Can reduce infection, by demographics, March 2014

24. Appendix - Attitudes towards Nappies and Baby Wipes

  • Figure 162: Attitudes towards nappies and baby wipes, March 2014
  • Figure 163: Most popular attitudes towards nappies and baby wipes, by demographics, March 2014
  • Figure 164: Next most popular attitudes towards nappies and baby wipes, by demographics, March 2014
  • Figure 165: Other attitudes towards nappies and baby wipes, by demographics, March 2014
  • Figure 166: Least popular attitudes towards nappies and baby wipes, by demographics, March 2014
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