Chinese parents' baby product purchasing behaviors 2017, by household income

Parents' behaviors when purchasing baby and child products in China as of March 2017, by monthly household income

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Release date

October 2017



Survey time period

March 2017

Number of respondents

3,000 respondents*

Age group

25-45 years

Special properties

of the surveyed cities, focus groups were held only in Shanghai and Chengdu

Method of interview

Face-to-face interview, online survey

Supplementary notes

Note: 1 yuan equals approximately 0.13 euro and 0.15 U.S. dollars (as of August 2018).

*Middle-class parents in ten major cities in mainland China who have children under the age of six, at the same time, consumers who have purchased at least three categories of baby and child products in the past year.

Middle-class is defined differently by region, with monthly household income:
In Beijing, Shanghai and Guangzhou: RMB 15,000 or above;
In Chengdu, Wuhan, Shenyang, Nanjing and Changsha: RMB 9,000 or above;
In Suzhou and Qingdao: RMB 7,000 or above.

“Baby and child products” used in this survey refers to products used by babies and children under the age of six that belong to the following six categories:
food, clothing, toys, sanitary care products, daily-use articles and furniture.

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