• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Applications
    • Technology
    • Market
    • Other
    • Top 40
    • Buyers Guide
    • Hygiene Directory
    • More
  • Magazine
  • News
  • Exclusives
  • Applications
  • Technology
  • Market
  • Other
  • Top 40
  • Buyers Guide
  • Hygiene Directory
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    eNewsletter Archive
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    IDEA 2019 Preview

    Avgol Addresses Nonwovens Sustainability Challenge

    Personal Care Wipes: Innovation Continues

    Spunmelt Market Report

    The Baby Diaper Market: Safety First
    Company Cameo
    Financial News
    Machinery Equipment
    New Products
    Nonwovens News
    Patent Review
    People in the News
    Supplier News
    Top News
    Live From Shows
    Top News
    Optima to Debut New Baby Diaper Packaging Machinery

    Sunbrella Launches Nonwoven Marine Seating Fabric

    Ontex Honored With Product of the Year Award

    Ontex Opens New Site in Poland

    Outlook India Wraps Up
    Absorbent Core
    Adult Incontinence
    Antimicrobials
    Apparel
    Automotive and Transportation
    Chemicals / Adhesives
    Construction
    Contract Services
    Diaper, Baby
    Electronics
    Feminine Hygiene
    Fibers
    Filtration
    Flame Retardance
    Geotextile / Agrotextile
    Home Products
    Hygiene Film/Components
    Industrial / Institutional
    Inspection / Quality Control
    Machinery and Equipment
    Medical
    Wipes

    Video: Opportunities Abound in Eastern Europe

    Optima to Debut New Baby Diaper Packaging Machinery

    Sunbrella Launches Nonwoven Marine Seating Fabric

    Ontex Honored With Product of the Year Award

    Ontex Opens New Site in Poland
    Air Through Bonding
    Airlaid
    Carded/Carding
    Chemical Bonded
    Composite
    Meltblown
    Needlepunch
    Nanotechnology
    Spunbond
    Spunlace
    Thermal Bonded
    Wetlaid

    Spunmelt Nonwovens Investment 2018-2020

    Spunmelt Market Report

    Thrace Linq Completes Needlepunch Line

    Top Companies in Nonwovens: Glatfelter

    Sheet Masks Go High-Tech
    China
    Eastern Europe/Russia
    India
    Middle East/North Africa
    North America
    Pacific Rim
    South/Central America
    Turkey
    Western Europe

    Video: Opportunities Abound in Eastern Europe

    Ontex Honored With Product of the Year Award

    Ontex Opens New Site in Poland

    Outlook India Wraps Up

    INDA, EDANA Announce Outlook Plus Latin America Keynote Speakers
    Associations
    Contracts / Awards
    Education
    Facilities / Capacity
    Green / Sustainability
    Legal / Regulatory
    Market Data
    Mergers and Acquisitions
    Product Improvement / Innovation
    R&D/Basic Research
    Shows / Events

    Ontex Opens New Site in Poland

    Outlook India Wraps Up

    INDA, EDANA Announce Outlook Plus Latin America Keynote Speakers

    IDEA 2019 Preview

    Thrace Linq Completes Needlepunch Line
    Chart
    Companies
    All Companies
    Categories
    Company Profiles
    Add New Company
    International Buyers Guide Companies
    Cotton Incorporated

    Evonik Resource Efficiency GmbH

    Technology Transfer Services, Inc.

    Teknoweb Converting srl

    OPTIMA nonwovens GmbH
    Brands
    Brand Owners
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • All Companies
      • Categories
      • Company Profiles
      • Add Your Company
    • Applications
      • Absorbent Core
      • Adult Incontinence
      • Antimicrobials
      • Apparel
      • Automotive and Transportation
      • Chemicals / Adhesives
      • Construction
      • Contract Services
      • Diaper, Baby
      • Electronics
      • Feminine Hygiene
      • Fibers
      • Filtration
      • Flame Retardance
      • Geotextile / Agrotextile
      • Home Products
      • Hygiene Film/Components
      • Industrial / Institutional
      • Inspection / Quality Control
      • Machinery and Equipment
      • Medical
      • Wipes
    • Technology
      • Air Through Bonding
      • Airlaid
      • Carded/Carding
      • Chemical Bonded
      • Composite
      • Meltblown
      • Needlepunch
      • Nanotechnology
      • Spunbond
      • Spunlace
      • Thermal Bonded
      • Wetlaid
    • Market
      • China
      • Eastern Europe/Russia
      • India
      • Middle East/North Africa
      • North America
      • Pacific Rim
      • South/Central America
      • Turkey
      • Western Europe
    • Other
      • Associations
      • Contracts / Awards
      • Education
      • Facilities / Capacity
      • Green / Sustainability
      • Legal / Regulatory
      • Market Data
      • Mergers and Acquisitions
      • Product Improvement / Innovation
      • R&D/Basic Research
      • Shows / Events
    • Top 40 Companies
      • Chart
      • Companies
    • Online Exclusives
    • Hygiene Directory
      • Brands
      • Brand Owners
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Whitepapers
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
      • Live From Asian Connections
    • Resources
      • Suppliers Gallery
      • Literature Showcase
      • Web Showcase
      • Home Page Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Features

    China’s Baby Care and Feminine Hygiene Markets

    Increasing use of personal care products expected to impact entire Asia-Pacific region.

    Only about 2% of women in China use tampons.
    Only about 2% of women in China use tampons.
    Pads are the most commonly used feminine hygiene product in China.
    Pads are the most commonly used feminine hygiene product in China.
    Seven out of 10 Chinese mothers report using diapers overnight.
    Seven out of 10 Chinese mothers report using diapers overnight.
    Related CONTENT
    • DryLock Buys Presto Absorbent Products
    • Technavio Studies Global Pantyliner Market
    • LoveJane Prepares Girls for their First Periods
    • Hospeco Offers FemHy Bundle
    • INDEX 2017 Exhibitor Preview
    03.09.17
    China is one of the world’s largest consumer hygiene markets. It accounts for more than one-tenth of the world’s infant/toddler population and nearly one-fifth of the world’s potential feminine hygiene population. With economic growth and disposable income projected to nearly double in the next 10 years, hygiene product consumption is poised to increase as consumers have more to spend on personal care. Pad and pantyliner sales in China are projected to total about 140 billion units and diaper sales will reach 29 billion units in 2016, double the sales volume of five years earlier.

    Cotton Incorporated’s Chinese Hygiene Product Study reveals that brand loyalty is extremely strong in these growing markets, with the top three most purchased brands accounting for the majority of consumers’ diaper (68%), feminine hygiene (58%), and baby wipe (57%) purchases. Although brand loyalty is strong, research reveals a number of market opportunities for established brands and new entrants to differentiate their offerings and increase consumption in the Chinese baby care and feminine hygiene markets.

    Getting a Full Night’s Sleep
    In a market where kaidangku, open-crotch pants, were once the norm, disposable diaper usage is increasing in urban Chinese cities and middle class homes. More than seven in 10 moms say they use diapers on their children at night, and about half do so during the day. Focus group research cited convenience and better sleep quality as top reasons moms use diapers; while cost and health concerns, especially among third generation caregivers, remain barriers to diaper usage. Another common complaint among moms was that diaper options are limited. In fact, almost nine in 10 moms (87%) say they use the same type of diaper during the day as at night. Consequently, offering a nighttime diaper alternative that absorbs more liquid could yield strong brand loyalty for those able to appeal to moms’ desires for convenience and a full night’s rest for them and their children.

    Increasing Baby Wipe Usage
    Baby wipe and diaper usage do not go hand in hand in China, indicating baby wipe brands have an opportunity to increase consumption through targeted marketing and consumer education. While the majority of moms use wipes to clean after bowel movements, less than half use them after urination. Instead, focus group research reveals moms tend to wash children with a wet cloth or change diapers less frequently to reduce cleanups. Nevertheless, avoiding skin irritation is the number one purchase driver for baby diapers and wipes. Brands should consider marketing the skin related and hygiene benefits of using wipes after urination. This approach could help increase baby wipe consumption and sales for brands willing to educate their customers.

    Prompting Tampon Usage
    Pads are the most commonly used feminine hygiene product in China and are used during each phase of menstruation; however, only about 2% of women use tampons. The majority say they do not use tampons due to inexperience with the product. These are more frequent responses in lower tier cities where tampon availability is extremely limited.

    Although tampon usage is rare in Asia, the Japanese tampon market is relatively strong due to several successful brand marketing campaigns to educate the Japanese consumer and spur tampon consumption. Because more than one in four non-tampon users (27%) say they would be likely to try tampons if they were educated on how to use them, pairing tampon marketing with an educational campaign may be as effective among Chinese consumers as it was in other developing markets. The likelihood to try tampons if educated also rises among those who say they do not use tampons because they have never heard of them or they do not know how to use them (33%).

    Meeting Customer Needs
    Cotton hygiene offerings remain limited in China despite consumer preference for cotton. About seven in 10 women prefer their baby care and feminine hygiene products be made from cotton. When asked to compare cotton hygiene products to non-cotton options, the majority said cotton would perform better in terms of the factors most important to purchases. Regarding baby care products, about three in four moms said cotton diapers and wipes would perform better than non-cotton options in terms of preventing irritation, absorbency and being natural. In addition, more than eight in 10 women said cotton feminine hygiene products would perform better than non-cotton options in terms of preventing irritation, being soft and comfortable, absorbency, and being natural.

    In fact, the majority of women say they would pay more and switch brands in order to purchase cotton diapers, wipes and feminine hygiene products. Desire for cotton may trump brand loyalty and price consciousness because Chinese women feel cotton products are better suited to meet their primary needs. Cotton offers established brands and new entrants the opportunity to differentiate their products in this highly competitive market while meeting their customers’ primary needs, consumer fiber preferences, and corporate sustainability initiatives.



    Editor’s Note: Cotton Incorporated’s 2015 Chinese Hygiene Product Study was based on qualitative focus groups conducted among feminine hygiene and baby care product users in Shanghai, Shenzhen, and Chengdu, China and a quantitative study of 1000 feminine hygiene and baby care product users conducted in 16 cities covering all four city tiers and regions.
    Related Searches
    • pads
    • fiber
    • pants
    • baby diapers
    Related Knowledge Center
    • China
    • Feminine Hygiene
    • Diaper, Baby
    Suggested For You
    Infiana Infiana
    Ace Nonwoven Ace Nonwoven
    Glatfelter Shows Off Airlaid Glatfelter Shows Off Airlaid
    Amotek Offers Solutions for Packaging Amotek Offers Solutions for Packaging
    Cotton Incorporated Cotton Incorporated
    Report Studies Feminine Hygiene Market Report Studies Feminine Hygiene Market
    INDEX 2017 Exhibitor Preview INDEX 2017 Exhibitor Preview
    Hospeco Offers FemHy Bundle Hospeco Offers FemHy Bundle
    LoveJane Prepares Girls for their First Periods LoveJane Prepares Girls for their First Periods
    Technavio Studies Global Pantyliner Market Technavio Studies Global Pantyliner Market
    DryLock Buys Presto Absorbent Products DryLock Buys Presto Absorbent Products

    Related Features

    • Diaper, Baby
      The Baby Diaper Market: Safety First

      The Baby Diaper Market: Safety First

      Millennial parents are driving the demand for greater transparency from diaper brands.
      Tara Olivo, Associate Editor 01.04.19

    • Diaper, Baby
      The Private Label Market

      The Private Label Market

      E-commerce and subscription models level the playing field in diapers while new entries continue to join the market.
      Karen McIntyre, Editor 01.04.19

    • Diaper, Baby | Eastern Europe/Russia | Feminine Hygiene
      Eastern Europe & Russia: Opportunities for Growth

      Eastern Europe & Russia: Opportunities for Growth

      Companies in the hygiene market are investing in the region.
      Tara Olivo, Associate Editor 12.07.18


    • China

      Nonwovens in China: Growth Continues

      While diapers continues to be a hot market, investment continues across the nonwovens spectrum.
      Karen McIntyre, Editor 11.02.18

    • Adult Incontinence | Diaper, Baby | Feminine Hygiene
      Unicharm CEO Discusses Changes in the Asian Hygiene Market

      Unicharm CEO Discusses Changes in the Asian Hygiene Market

      With 14 years as CEO under his belt, Takahisha Takahara has helped his company expand in Asia and throughout the world.
      Karen McIntyre, Editor 06.01.18

    • China | Medical | Wipes
      Winner Wins in Hygiene

      Winner Wins in Hygiene

      100% cotton spunlace nonwovens find success in China and Japan.
      03.02.18


    • China
      2017: Year in Review

      2017: Year in Review

      Top news in the Chinese Disposable Hygiene Market
      Karen Bitz-McIntyre, Editor 03.02.18

    • Feminine Hygiene | India
      Unicharm Helps Young Girls Adapt to Change

      Unicharm Helps Young Girls Adapt to Change

      Japanese company holds menarche workshops in Myanmar and India to promote sanitary pad use.
      Karen McIntyre, Editor 03.02.18

    • Adult Incontinence | Diaper, Baby | Meltblown | Spunbond
      Spunmelt Still Sells

      Spunmelt Still Sells

      Technology remains the clear choice in many applications.
      Karen McIntyre, Editor 02.02.18


    • Diaper, Baby | Wipes
      Innovation is Alive and Well in Private Label

      Innovation is Alive and Well in Private Label

      Today’s private label manufacturers are at the forefront of new technologies in hygiene.
      Tara Olivo, Associate Editor 01.05.18

    • Diaper, Baby | Green/Sustainability
      Turning Trash into Treasure

      Turning Trash into Treasure

      Unicharm, P&G, K-C lead efforts in diaper recycling around the world
      Karen McIntyre, Editor 01.05.18

    • Diaper, Baby | South Africa
      Baby Diapers in Nigeria

      Baby Diapers in Nigeria

      Competitors are fighting to be part of the action.
      Danielle le Clus-Rossouw, Senior Analyst, Euromonitor Cape Town, South Africa 01.05.18

    • Diaper, Baby
      China Leads the Way in Diapers

      China Leads the Way in Diapers

      Everyone is looking east for sales growth and design inspiration for the next generation of disposable diapers.
      Karen McIntyre, Editor 01.05.18

    • Feminine Hygiene
      The Feminine Hygiene Market

      The Feminine Hygiene Market

      Brands are using new product launches and innovative marketing tactics to lure in customers.
      Tara Olivo, Associate Editor 11.10.17

    • China

      China: The World is Watching

      As diaper manufacturers look toward Chinese innovation, the country is becoming more important to industry suppliers.
      Karen McIntyre, Editor 10.09.17

    Breaking News
    • Vanuatu Considers Outlawing Diapers
    • K-C to Rebuild in Nigeria
    • Optima to Debut New Baby Diaper Packaging Machinery
    • Sunbrella Launches Nonwoven Marine Seating Fabric
    • Ontex Honored With Product of the Year Award
    View Breaking News >
    CURRENT ISSUE

    February 2019

    • IDEA 2019 Preview
    • Avgol Addresses Nonwovens Sustainability Challenge
    • Personal Care Wipes: Innovation Continues
    • Spunlaid Polypropylene Capacity and Demand Outlook 2018 - 2023
    • Spunmelt Market Report
    • View More >


    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • privacy policy
    • term and condition
    • about us
    • contact us

    follow us

    Subscribe

    magazines

    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image

    Copyright © 2019 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login