Why large-size diapers become a market segment growth point?
As the so-called “demand determines the market”, with the continuous iteration and upgrading of new consumer demand, new scenes, and new consumption, the maternal and child segmentation categories are invigorated, and the hot large-size diapers also seem to have traces to follow.
On the one hand, from the perspective of infant physical development, the obesity rate of Chinese infants and children is increasing year by year. According to the monitoring data of the Report on Nutrition and Chronic Diseases of Chinese Residents (2020), the overweight rate and obesity rate of children and adolescents under the age of 6 in China are 19% and 10.4%, respectively, and the incidence of mild obesity in the age group of 6-8 months is relatively high. Shanghai Medical Journal research also shows that in the sample of 793 preschool children aged 3-6 years old from 4 kindergartens in Dapuqiao Street, Shanghai, the detection rate of obesity increases with the increase of children’s age. Based on this, many diaper suppliers have made corresponding layout in recent years, such as King launched angel series XXXL size shorts diapers in 2020, designed for babies with more robust physique.
On the other hand, from the perspective of the age structure of the consumer group of diapers, the consumption cycle of the product is extending to the stage of young children. At the maternal and infant Ecology Conference held by the maternal and infant Industry Observation, Deng Pan, chairman of Kabu International, mentioned that the current cycle of young parents using diapers for their babies is extending, and in the past, families raising children will probably teach their babies to leave diapers when they are 2 years old, and now generally let the babies wear them to about 3 and a half years old.
What is the future development direction of large-size diapers ?
There is no doubt that large-size diapers have become a market growth point that cannot be ignored. With the decline of China’s birth population, the young child market has entered the dividend period, driving many brand manufacturers to develop products to extend the user cycle. Looking at the current diaper market, there are not a few brands that have launched a series of exclusive diapers for large children or expanded their product lines to 3XL and 4XL sizes. Xiamen newclears also develop and lauch the elder child baby training pants the dimension can be even 5xl(580*500mm), 6xl(600*500mm), 7xl(630*520mm), 8xl(650*550mm).
Xiamen newclears can give more targeted innovative product solutions in the future about the toilet training, night special, male and female baby special needs of elder children.
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