China Disposable Diaper Industry Report, 2012-2013

According to consumer groups, disposable diapers are divided into baby disposable diapers and adult incontinence supplies. In 2011, Chinese disposable diaper market size reached RMB20.096 billion, including RMB18.46 billion from baby disposable diapers (up 27.7% year-on-year) and RMB1.636 billion from adult incontinence supplies (up 33.9% year-on-year).

In recent years, the baby disposable diaper industry of China has developed rapidly, but the market penetration rate is still much lower than that in developed countries; in 2011, China’s market penetration rate was just 40%. With the growth of per capita disposable income and the fourth baby boom (2010-2015), Chinese baby disposable diaper market will embrace a broad development space.

In 2011, top four manufacturers Procter & Gamble (17.4%), Hengan, Unicharm and Chiaus contributed 55% to the total sales volume of baby disposable diapers together.

It is worth noting that the market ranking of Hengan which targets medium and low-end market fell from the first to the second in 2011. In recent years, the growth rate of Hengan’s disposable diaper revenue has slowed down. In H1 2012, Hengan's disposable diaper revenue amounted to HKD1.321 billion, representing a year-on-year increase of 7.3% (the annual growth rate was 12.28% in 2011). In 2011, Chiaus showed eye-catching performance, and its revenue increased by 10.2%, and surpassed Kimberly-Clark to take the fourth place from the fifth position in 2010.

Currently, Chinese adult incontinence supplies market is in the early stage of development, with the market penetration rate of 3% in 2011. The entire industry is developing rapidly. According to the statistics of Household Paper Committee of China Paper Industry Association, there were 297 adult incontinence supplies manufacturers in 2011, up 100 from 2010. Compared with the baby disposable diaper market, the adult incontinence supplies market has low concentration degree, dispersed production and marketing, without a brand pattern. In 2011, top three players included Zhenqi, Coco and Haoyue.

Table of Contents

Preface

1. Overview of Disposable Diaper Industry
1.1 Definition and Classification
1.2 Technical Barrier
1.3 Development Course

2. Chinese Baby Disposable Diaper Market
2.1 Product Classification
2.2 Consumption Features
2.3 Market Scale
2.4 Equipment Introduction
2.5 Competition Pattern
2.5.1 Market Share
2.5.2 Technological Competition
2.5.3 Development Strategies of Enterprises
2.6 Profit Model
2.6.1 Cost Analysis
2.6.2 Sales Channel
2.7 Development Outlook

3. Chinese Adult Incontinence Supplies Market
3.1 Product Overview
3.2 Global Development
3.3 Market Scale
3.4 Development Outlook
3.5 Competition Pattern

4. Leading Companies in the World
4.1 P&G
4.1.1 Profile
4.1.2 Disposable Diaper Products
4.1.3 Operation
4.1.4 Development in China
4.2 Unicharm
4.2.1 Profile
4.2.2 Disposable Diaper Products
4.2.3 Operation
4.2.4 Development in China
4.2.5 Operation in China
4.2.6 Strategy
4.3 Kimberly-Clark
4.3.1 Profile
4.3.2 Disposable Diaper Products
4.3.2 Operation
4.3.3 Development in China
4.4 AAB
4.4.1 Profile
4.4.2 Disposable Diaper Products
4.4.3 Development in China
4.5 SCA
4.5.1 Profile
4.5.2 Disposable Diaper Products
4.5.3 Operation
4.5.4 Acquisition on Everbeauty
4.6 KAO
4.6.1 Profile
4.6.2 Operation
4.6.3 Development in China
4.7 DIAO Paper
4.7.1 Profile
4.7.2 Operation
4.8 BARON

5. Key Enterprises in China
5.1 Hengan International Group Co., Ltd
5.1.1 Profile
5.1.2 Operation
5.1.3 Sales and Gross Margin of Disposable Diaper Products
5.1.4 Sales Model
5.2 CHIAUS (Fujian) Industrial Development Co., Ltd.
5.3 Guangdong Baishun Paper Products Co., Ltd.
5.4 Daddybaby Stock Co., Ltd.
5.5 Fujian Hengli Group Co., Ltd
5.6 Mega Soft (Fujian) Hygiene Products Co., Ltd.
5.7 Zhongshan Ruide Hygienic Paper Co., Ltd.
5.8 Hangzhou Zhenqi Sanitary Products Co., Ltd
5.9 Hangzhou Coco Care Products Co., Ltd.
5.10 Hangzhou Haoyue Industry Co., Ltd.
5.11 Shandong Rikang Sanitary Products Co., Ltd
5.12 Hangzhou Shutai Sanitary Products Co., Ltd
5.13 Shandong Mimosa Health Technology Co., LTD.
5.14 Beijing Beishute Maternity & Child Articles Co., Ltd.
5.15 Tianjinshi Rishang Health Products Co., Ltd.
5.16 New Sensation Sanitary Products Co., Ltd
5.17 Yiwu Anrou Sanitary Products Co., Ltd

List of Charts

Chinese Disposable Diaper Market Structure, 2011
Diaper Product Structure
Main Raw Materials of Diapers
Diversion Principle of Diapers
Representatives of Baby Disposable Diapers by Class
Consumption and YoY Growth Rate of Baby Disposable Diapers in China, 2007-2015E
Penetration Rate of Chinese Baby Disposable Diaper Market, 2007-2015E
Share of Chinese Baby Disposable Diaper Market, 2011
Per Capita GDP and Per Capita Disposable Diaper Consumption (for 0-2 years old) in China, 2007-2011
Cost of Disposable Diaper Raw Materials
Sales Channels of Baby Disposable Diapers
Sales Structure of Baby Disposable Diapers in China (by Sales Channel), 2010
Potential Price Increase of Baby Disposable Diapers Sales by Traditional Channel in China
Potential Price Increase of Baby Disposable Diapers Sales by Modern Channel in China
Potential Price Increase of Baby Disposable Diapers Sales by Maternal and Baby Supplies Stores in China
China’s Birth Rate, 1952-2012
Population Aged over 65 in Major Asian Countries
Chinese Adult Incontinence Supplies Market Size, 2008-2012
Output, Export Volume and Consumption of Adult Incontinence Supplies in China, 2011
Consumption Structure of Adult Incontinence Supplies in China, 2010-2011
Proportion of Population Aged 65 or over 65 in Total Population in China, 2002-2012
Market Share of Adult Incontinence Supplies Manufacturers in China, 2011
Major Baby Disposable Diaper Brands of P&G
Main Operating Indicators of P&G, 2008-2012
Revenue and Profit of P&G (by Business), 2012
Revenue of P&G (by Business), 2012
Revenue of P&G (by Region), 2012
P&G’s Plants in China
Major Baby Disposable Diaper Brands of Unicharm
Baby Supplies of Unicharm in Japan
Adult Incontinence Supplies Brands of Unicharm
Revenue of Unicharm, FY2006-FY2012
Revenue of Unicharm, H1 FY2013
Unicharm’s Main Products in the World
Two Business Fields of Unicharm China
Revenue of Unicharm in Asia, FY2008-2012
Number of Chinese Cities Where Unicharm’s Products Are Sold
Target Markets of Unicharm in the Future
Disposable Diaper Brands of Kimberly-Clark
Revenue and Net Income of Kimberly-Clark, 2007-2012
Revenue of Kimberly-Clark (by Business), 2011-2012
Revenue of Kimberly-Clark (by Region), 2009-2011
Development Course of Kimberly-Clark in China
Business Scope of AAB
Raw Material Suppliers of AAB
Major Disposable Diaper Brands of AAB
AAB’s Enterprises in China
Development Course of AAB in China
Major Disposable Diaper Brands of SCA
Operating Indicators of SCA, 2011-2012
Revenue of SCA (by Business), 2012
Operating Indicators of Personal Care Business of SCA, 2011-2012
Revenue of Personal Care Supplies of SCA, Q4 2012
Main Baby and Adult Care Supplies of Everbeauty
Revenue and Profit of KAO, 2008-2012
Development Course of KAO in China
Enterprises of KAO in China
Major Health Care Brands of Kao in China
Major Disposable Diaper Brands of DIAO Paper
Revenue of DIAO Paper, 2007-2010
Operating Profit of DIAO Paper, 2007-2010
Main Operating Indicators of DIAO Paper, Apr 1, 2012-Sep 30, 2012
Main Product Sectors of Hengan International
Revenue and Profit of Hengan International, 2007-2012
Revenue of Hengan International (by Product), 2009-2012
Revenue of Hengan International (by Region), 2010-2012
Revenue and Growth Rate of Disposable Diapers of Hengan International, 2008-2012
Gross Margin of Disposable Diapers of Hengan International, 2004-2012
Production Bases of Hengan International in China
Overseas Marketing Network of Hengan International
Disposable Diaper Products of CHIAUS
Major Disposable Diaper Brands of Guangdong Baishun
Major Disposable Diaper Brands of Daddybaby
Major Disposable Diaper Brands of Fujian Hengli
Major Disposable Diaper Brands of Mega Soft
Global Business of Zhongshan Ruide
Main Adult Care Supplies of Hangzhou Zhenqi
Four Brands of Hangzhou Coco
Major Adult Incontinence Supplies Brands of Hangzhou Haoyue
Major Baby Disposable Diaper Brands of Hangzhou Shutai
Major Adult Incontinence Supplies Brands of Hangzhou Shutai
Major Disposable Diaper Brands of Mimosa