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Diaper online market share in China Q1 2019, by brand

In the first quarter of 2019, the online market size of diapers produced by Procter & Gamble (P&G) accounted for around 16 percent of the total online diaper market size in China. This figure was followed by Kao and Kimberly-Clark, which accounted for around 15 percent and 12 percent of the market respectively.

Diaper market overview

China’s diaper market was worth nearly 60 billion yuan (around 8.5 billion U.S. dollars) in 2018. In the same year, the domestic production volume reached 38 billion units, the majority of which were diapers for infants. While diaper consumption in China remains lower on average than in the western countries, increasing disposable income and purchasing is expected to power the Chinese diaper market to double-digit growth in the next few years.

Baby diaper brands

Among the leading seven infant diaper market players in China as of early 2019, only two – Heng’an and ChiauS – were brands of Chinese manufacturers. The American multinational consumer goods giant Procter & Gamble led the market with their most recognizable diaper brand Pampers. Pampers was seemingly the first diaper brand to conquer Chinese market in 2006. Besides P&G products, Japanese premium baby diapers have been propelling their gains in the Chinese market share. In 2015, Tokyo-based best-seller Kao began offering cross-border shopping opportunities for Chinese customers online and even held half of the premium diaper online market share at some point. “Made in Japan” production is perceived as high-quality, safe, and trustworthy among many Chinese parents who are willing to spend more on their only offsprings.

Share of online market size of diapers in China in 1st quarter 2019, by brand

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Sources

In cooperation with
EqualOcean
Release date

December 2019

Region

China

Survey time period

Q1 2019

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Statistics on "Maternity and childcare product industry in China"

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