Parents born in the 1990s and 2000s have gradually become the primary consumer group for baby care products. They generally prioritize scientific and refined parenting, a trend that has driven greater diversification and segmentation in the baby and children's care products markets, industry insiders observed.

In the first five months of this year, online sales volumes of baby and children's care products reached 11.24 million units, down 4.3 percent year-on-year. In contrast, sales value jumped 25 percent to 880 million yuan on a yearly basis, a trend that reflects a higher proportion of high-priced products or stronger brand premiums, according to rihuayun.com, an online platform specializing in daily chemical industry research.

Frog Prince (China) Daily Chemicals Co Ltd, a company based in Zhangzhou, Fujian province, which mainly produces baby and children's skincare products alongside other categories, has continued to expand its business while upgrading the intelligence level of its production lines.

Now, the company has expanded its business to some 30 countries worldwide and established research and development centers in Zhangzhou, Shanghai, as well as Malaysia and Singapore.

On the high-speed production line at the company's washing and care products factory in Zhangzhou, 78 bottles can be automatically filled per minute. The production line is also equipped with a visual inspection system, and defective products can be automatically removed from the line, which effectively ensures product quality stability.

Today, safety stands as parents' top priority when purchasing baby and children's products, with natural ingredients and mild, non-irritating formulas having become key selling points of such items.

"When it comes to baby and children's skincare, parents now place greater emphasis on the products' natural, non-irritating ingredients and their professional quality. Notably, the skincare market for older children still has a significant gap waiting to be filled," said Xun Shujia, director of brand marketing at Frog Prince.

Data from Euromonitor International shows that between 2016 and 2021, the market size of China's baby and children's personal care products expanded from 17 billion yuan to 32 billion yuan, with an overall growth of 89 percent and a compound annual growth rate of 13.6 percent. This year, the market size is projected to achieve 50 billion yuan.

Besides, online channels are playing an increasingly important role in the sales of children's skincare products, with their share surging rapidly from 35 percent in 2020 to an estimated 65 percent in 2025. Among these channels, livestreaming sessions on e-commerce platforms have become a key driver of business growth, according to market consultancy QYResearch.

zhuwenqian@chinadaily.com.cn