At present, in the face of various environmental uncertainties such as the decline in the birth rate and weak consumption, not only offline maternity and baby stores are in a "difficult business" situation, but online consumption is also deeply affected. The category of baby and children's diapers so it is. Let’s take a look at the sales details of baby and children’s diapers from the perspective of the industry’s market and brands based on the data from the Whale Staff Platform.
According to the sales data of Jingdong’s e-commerce data analysis platform, in July this year, the sales volume of baby diapers on the Jingdong platform totaled 3.85 million+, a month-on-month decrease of about 31%, and a year-on-year decrease of about 12%; the cumulative sales volume was about 370 million, a month-on-month decrease About 34%, down about 23% year-on-year.
*The data comes from Staff Whale-Industry Trend Analysis (acquired from public channels, the data is for reference only)
From the perspective of brands, the infant and child market is highly concentrated, with CR10 accounting for as high as 80% of the market. According to data from the Whale Staff platform, judging from the top 10 brands of baby diaper sales on JD.com in July 2023, the top three are Huggies, Pampers and babycare, which account for a relatively large market share. , all exceeding 10%.
Among them, the sales volume of the Huggy brand is 800,000+, with a sales volume of more than 80 million, accounting for about 22% of the market; the sales volume of Pampers is more than 660,000, with a sales volume of nearly 77 million, accounting for about 21% of the market; the sales volume of babycare in July 520,000, sales exceeded 57 million, accounting for about 16% of the market.
*The data comes from Staff Whale-Brand Ranking Analysis (obtained from public channels, the data is for reference only)
However, judging from the overall sales trend of the TOP10 brands, the growth potential of baby diaper brands is insufficient. Among them, only the domestic brand babycare showed a positive growth trend in sales compared with the same period last year, while the rest of the brands have declined.
From the perspective of other brands, Japanese brands such as Dawang, Unicharm, and Kao have experienced a relatively large decline. In July, the sales of Dawang baby diapers were about 19 million, a year-on-year decrease of 27%; the sales of Unicharm brand were about 17 million, a year-on-year decrease of about 48%; the sales of Kao brand were nearly 14 million, a year-on-year decrease of more than 54%.
In fact, Japanese diaper brands such as Kao and Unicharm were once very popular in the Chinese market. However, due to the lack of product innovation, insufficient channel development, and the rise of domestic diapers, the market share of these diaper brands has declined year by year. .
*The data comes from Staff Whale-Brand Ranking Analysis (obtained from public channels, the data is for reference only)
It can be seen that the current market share of many Japanese brands in the domestic baby diaper market has been declining. Although other foreign brands such as Huggies and Pampers still occupy a large market share, domestic diapers represented by babycare With strong R&D capabilities and high-quality product production, manufacturers began to quickly seize the market. In the future, the market position of leading foreign diaper brands may be challenged.
Whale staff data comes from public channels, the data acquisition may be incomplete, and the analysis results are for reference only.
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