全球分龄洗护行业白皮书

Core Insights - The article emphasizes the rapid growth of the baby and child care industry in China, particularly in the baby wash and care segment, which is expected to surpass North America and Europe, making China the largest single consumer market for baby care products [1][11]. Group 1: Market Potential - The population of children aged 0-18 in China is projected to reach 261.8 million by the end of 2024, surpassing that of high-income economies [2]. - The average annual expenditure on child-rearing in China is expected to exceed 20,000 yuan in 2024, with total costs exceeding 500,000 yuan from pregnancy to age 17 [5][7]. - The baby wash and care market in China is projected to reach nearly 33 billion yuan by 2024, with expectations to exceed 45 billion yuan by 2028, maintaining a growth rate above 7.5% [15]. Group 2: Consumer Trends - Consumers are increasingly focused on safety, efficacy, and brand reputation when selecting baby care products, with 52.8% prioritizing natural ingredients [28][30]. - The demand for facial and scalp care products is rising among older children and teenagers, with significant growth in sunscreen and children's makeup products [17][19]. - The market is characterized by low brand loyalty, with only 24.7% of consumers consistently using a single brand, indicating a preference for trying various brands [32]. Group 3: Competitive Landscape - The market concentration for baby care products is relatively low, with a CR10 of 38.5% and a CR20 of 56.2%, suggesting a need for more brands to meet diverse consumer demands [22]. - Both international and local brands are competing effectively, with local brands rapidly gaining market share through innovative marketing and product development [25][30]. - The article highlights the importance of localized strategies for international brands to capitalize on the opportunities in the Chinese market [35]. Group 4: Marketing Strategies - Content marketing, authoritative endorsements, and AI-driven interactive marketing are essential strategies for engaging consumers in the baby care market [40]. - Social media platforms, particularly short video platforms and Xiaohongshu, are the primary channels for consumers to learn about and share baby care products [26].