Analysis on Current Status of Chinese Paper Diaper Market in 2017 and Trends in the Industry
From the global market, the size of the world paper diapers market grew from US$34.8 billion in 2013 to US$42.3 billion in 2016, with an average annual compound growth rate of 6.7%, of which 2016 was a year-on-year increase of 5.44%. The world market for diapers is expected to reach US$62.5 billion in 2021, with an average compound annual growth rate of 8.1%.
Global diaper market exceeds $42 billion
Related report: Research report on the supply and demand forecast and development trend of China's diaper market for 2017-2023 published by Zhiyan Consulting
In 2016, the retail scale of China's paper diapers market has exceeded US$7.423 billion, a year-on-year increase of 8.4%, which is an increase of more than 90% from five years ago. According to the conservative estimate of the Tissue Paper Professional Committee, benefiting from the full liberalization of the two-child policy in 2016, the newborn's growth rate in 2016 exceeded 8%, reaching the highest value in nearly a decade, providing tremendous room for growth in the baby diaper market. Considering the increase in urine infiltration rate, especially in the central and western regions of China, it is expected that the Chinese diaper market will continue to grow in the next 5 years, reaching a market size of USD 14.2 billion in 2021. The compound annual growth rate was 13.9%.
The market size of paper diapers in China exceeds US$7 billion
In 2016, the number of newborns in China increased by 10% year-on-year
In developed countries in Europe and the United States, almost all infants and young children are using baby diapers. The market penetration rate of baby diapers is maintained at over 90% year-round. In contrast, China's market penetration rate is only about 60%, and there are obvious regional differences. The penetration rate of baby diapers has reached about 80% in major cities such as Kitashinkai, and the penetration rate of the second and third tier urban residents is about 50% due to traditional concepts. The remote areas such as rural areas are limited by traditional concepts and economic income levels. The penetration rate is lower.
In terms of per capita consumption, for the sake of thrifty tradition, most families only use them at night and when they are away. This directly leads to a low per capita use of baby diapers in China, which is only about 3 tablets per day, while the Japanese average The amount used was 4.9 tablets/day, and the average usage in developed countries in Europe and America was 5.6 tablets/day. With the full liberalization of China's second-child policy, increase in per capita disposable income, and changes in consumption and parenting concepts, per capita consumption of baby disposable diapers will gradually increase.
Paper diaper permeability still has a lot of room for improvement in China
High-end diapers maintain high growth rates and increase penetration. According to statistics of China Domestic Paper Information Network, domestic high-end diapers have become “dark horses” in the market, with an annual growth rate of 30%-40%, and their share has expanded from less than 10% in 2010 to 15% in 2013. With the implementation of the “universal two-child” policy and the “post-80s” and “post-90s” marriages, China is ushering in a new wave of childbirth. In addition, parents in the post-80s and post-90s are more willing to spend money for their children. In order to protect their babies from diaper rash, their parents’ awareness of the safety of their babies continues to increase, and their demands for products are getting higher and higher. The demand for ultra-high-end diapers continues to grow.
From the diaper market structure, both the global and domestic brands and manufacturers are highly concentrated. In the global market, in 2016, the six largest manufacturers of Procter & Gamble, Kimberly-Clark, UNIC, Kao, SCA, and Hengan accounted for 62.9% of the total, of which the first P&G accounted for 28.5% and the second Kimberly-Proportion accounted for 20.6%. Three Unyajia accounted for 6.9%, the United States Department of manufacturers accounted for a relatively high. In the domestic market, in 2016, the six largest manufacturers of Procter & Gamble, Kao, Kimberly-Clark, You Nijia, Hengan, and SCA accounted for 64.6% of the total, of which the first Procter & Gamble accounted for 25.0%, the second Kimberly-Clark accounted for 12.7%, and Sanhua accounted for 11.5% of the total, and American and Japanese manufacturers dominated.
Uni Jia and Kao have gradually increased their market share in the global urine-wet market
Japanese brands such as Kao have grown rapidly in the domestic urine-wet market in recent years
How will the diaper market develop in the future?