작성일자: 2013. 7. 23

작성자: 뉴델리 무역관 Ms. Jaya Nayar (jaya@ktcdelhi.net)

 

 

1. 시장개요

 

□ Indian Baby and Child care market

 

 ○ An industry analysis report conducted by RNCOS (research agency) has found growth in the Indian baby care market, which it expects to grow further into 2015. Driving factors include: increasing spending power and increasing awareness about baby health and nourishment.

 

 ○ The report states that the Indian baby and child care market has substantially grown during the past few years and caught the attention of many international players. Estimated to be INR 647.6 billion (US $11.91 billion) in 2012, it is forecasted to register a CAGR of around 17% from 2011~2015 to reach US$ 21 billion by the end of 2015.

 

 ○ The child and baby care market comprises baby cosmetics, food, diaper, baby and children apparel, footwear, toys and accessories/merchandise market. The majority of the market is children and baby apparel at INR 586.1 billion (US $10.78 billion); however, the cosmetics market is valued at INR 7.9 billion for 2013 (US $140 million), which is growing at a CAGR of 12%. The baby food and diapers market are also expected to grow from 2011~2015, at 10% to 18%, respectively. The toys and accessories markets are also forecasted to grow.

 

 ○ As per the analysis, high birth rate in India, rapidly growing Indian economy and the resultant increase in disposable income, along with the changing socio-economic status of women are the key factors driving growth in the Indian baby care market. Along with this trend, various other strong fundamental drivers discussed and analyzed in the report will enable this industry to sustain its upward growth trend in the coming years.

 

 ○ The continuing healthy birth rate, coupled with growing awareness, surging income levels, aggressive marketing strategies, shifts in consumer behavior and the acceptance of premium products is set to maintain the growth momentum of the country’s children, baby, and maternity products market.

 

 ○ Currently baby and children care products are majorly sold through provision stores, supermarkets, hypermarkets, general stores, chemists’ shops, cosmetics stores etc. Moreover, companies are targeting middle class Indian consumers by expanding their outlets in Tier II and Tier III cities. In addition, investors are also focusing on e-retail platform to increase their presence and to occupy a major share of this fast growing market, and with the Foreign Direct Investment entering with large retail presence, will bring in an organized way of retail and showcase of global brands.

 

□ Baby Diaper

 

 ○ The Indian diaper market is still at its nascent stage, with extremely low consumption. Most of the parents still prefer cloth nappies, which are inexpensive, reusable, and to a certain extent healthier for babies. Unlike the western countries, parents in India tend to use diapers on babies, mostly during travel for a better health and minimizing cost.

 

 ○ In India, the baby diaper market is currently pegged at Rs 1,400 crore (US$ 259.2 Million). Supported by favorable demographics with 26 million babies born in India every year, the potential is huge. The diaper market is experiencing a surge in demand for sanitation products.

 

 

2. 수요동향

 

□ Demand is largely driven by the rapidly expanding infant population and increased awareness of personal hygiene. The growing participation of women in the workforce, increasing disposable incomes and the continuous increase in purchasing power is ensuring high growth.

 

□ Several multinationals have entered the lucrative Indian baby care market, which has led to players investing heavily on product innovation and development to capture a significant share of the overall market. India's changing preference from traditional cloth nappies to disposable diapers has also propelled growth.

 

□ Cloth conversion is a key driver across consumer segments.

 

□ It is not just urban India that is part of the growth story. Sales of baby diapers in rural India have jumped over Rs 200 crore (US$ 37 Million). For the past two years, market estimates suggest diaper sales in rural India have grown by over 150 per cent.

 

□ This is a clear indication that consumers are choosing to buy branded good quality diapers for their babies. The change in preference to baby diapers is because more and more consumers are realizing the health benefits like cognitive and physical development due to overnight sleep.

 

□ Disposable Diapers

 

 ○ The advent of technology has further helped in grabbing consumer attention, by providing them with easy-to-use hygiene solutions.

 

 ○ Disposable diapers constitute the largest market share and are seeing increasing investments by manufacturers in their research and development.

 

 ○ In India, price continues to be the main impediment and diaper brands have been steadily trying to correct the price-value equation.

 

 ○ The Indian baby diapers market is at a nascent stage due to the high price of diapers as compared to cloth nappies. Many parents feel cloth nappies are definitely better for the child as compared to the disposable diapers—but disposable diapers offer convenience and cleanliness. There are several baby diaper brands available in the stores.

 

 

3. 시장 내 주요 마켓 플레이어

  

□ Among them the major players / brands of disposable diapers available in the market:

 

 ○ Huggies: Huggies is manufactured by Kimberly-Clark Corporation and its diaper is one of the best for new born babies up to 2 years. Kimberly-Clark Corporation is one of the world's leading manufacturer of tissues, and personal and health care segments.

  - The price of Huggies - New Born upto 4 kg is Rs 240 – Rs 250 for 24 pieces of diapers.

  - The price of Huggies Total Protection Small upto 7 kg is Rs 50 – Rs 55 for 5 diapers, Rs 270 – Rs 275 for 26 diapers, and Rs 437 – Rs 488 for 46 diapers.

 

 ○ Mamy Poko: Mamy Poko was founded by Unicharm in Japan in the year 1961. Unicharm is Japanese Company which started manufacturing of baby diapers since 1981.

  - The price of Mamy Poko Pant Style Diapers Small is Rs 10 – Rs for 1 diaper, Rs 40 – Rs 45 for 4 diapers, Rs 95 – Rs 100 for 9 diapers, Rs 190 – Rs 195 for 18 diapers, Rs 470 – Rs 499 for 48 diapers and Rs 690 – Rs 700 for 68 diapers.

 

 ○ Pampers: Pampers is a brand by Proctor & Gamble.

  - The price of Pampers Active Baby Pants – Small is Rs 205 – Rs 235 for 20 diapers.

 

 ○ Johnson & Johnson: Johnson & Johnson have inspired the new born babies for usage of disposable diaper instead of cloth diaper. Johnson & Johnson was founded in year 1886 and it has bought up with much superior quality and some of the best product for baby health care segments.

  - The price of Johnson's - Baby Nappy Pads is Rs 120 – Rs 125 for 20 disposable pads and Rs 60 – Rs 65 for 10 disposable pads.

 

 ○ Wipro Baby Soft: Wipro came up with its baby segment category in the year 1991. Many of its baby segment products are categorized into soaps, powder, baby oil, diapers and other accessories.

  - The price of Wipro Baby Soft Cloth Feel Diapers – Medium is Rs 540 – Rs 550 for 40 pieces of diaper + 8 free cloth free diapers and Rs 330 – Rs 380 for 25 pieces of diaper + 3 free cloth diapers.

 

 ○ Snuggy: Snuggy is one of the oldest and trusted brands of diapers which are manufactured by Godrej in India. The diapers sold under this brand are imported from a China based manufacturer.

  - The price of Godrej Snuggy Baby Large Diaper is Rs 275 for 25 diapers + 3 free diapers and suitable for babies weighing 9 to 14 kgs. The price of Godrej Snuggy Baby Small Diaper is Rs 100 for 10 diapers and suitable for babies weighing less than 6 kgs.

 

 

4. 수입동향

 

 ○ Unlike the conventional textile industry in India which is highly export intensive, the technical textile industry is an import intensive industry. Many products like baby diapers, adult diapers, PP spunbound fabric for disposables, wipes, protective clothing, hoses, webbings for seat belts, etc. are imported to a very large extent in the country.

 

 ○ The non-woven fabric availability is limited in India and hence, the non-woven products such as baby diapers and adult diapers are primarily imported.

 

 ○ High cost of machinery and high excise costs and other manufacturing costs make diaper production in India costlier than the imports.

 

 ○ Baby diapers and Incontinence diapers are not manufactured in India; these products are imported, repackaged and sold in the Indian market.

 

 ○ It is estimated that the market price of 1 piece of diaper is apprx. double to its import cost.

 

 ○ The decline in imports value is mainly owing to decline in per unit cost of the product.

 

 

5. 수입 관세

 

□ Hs Code: 481840 [Sanitary Towels and tampons, napkins and napkin liners fir babies and similar sanitary articles] has been omitted by the Finance Act 2011. However the import statistics till date are available as per HS Code 481840.

    The products now fall under the HS Code: 9619

 

 ○ 961900: Sanitary Towels (Pads) and Tampons, Napkins and Napkin Liners for Babies and Similar Articles, of any material

 

 ○ 961900 10 – Sanitary Towels (pads) or sanitary napkins

 

 ○ 961900 20 – Tampons

 

 ○ 961900 30 – Napkins and Napkin liners for babies

 

 ○ 961900 40 – Clinical diapers

 

 ○ 961900 90 – Other

 

□ Import Tariff:

 

HS Code	9619 (same for all sub-categories)
Item Description	Sanitary Towels (Pads) and Tampons, Napkins and Napkin Liners for Babies and Similar Articles, of any material
Total import Duty (%)	21.782%     Additional (Excise) Duty on all goods in 9619 by S. No. 77 of 02-CE/01.03.2011: 6%
Duty Structure	Basic Duty (BD): 10% Countervailing Duty (CVD) : 6% Special CVD  (SCVD) : 4% Educational Cess (EC) : 3%

 

□ Import Statistics

 

 ○ The import statistics till date are available as per HS Code 481840:

 

 Imports – Value and Quantity

                        (Unit: USD)

Rank	Partner Country	Unit	2011		2012		2013
			Value	Qty.	Value	Qty.	Value	Qty.
	World	T	85,554,480	28,526	94,983,390	29,234	53,637,308	21,264
1	China	T	13,957,922	5,560	19,011,825	7,417	21,849,481	12,641
2	Japan	T	5,946,583	1,587	17,486,726	4,914	13,321,812	3,398
3	Malaysia	T	5,879,332	1,720	6,016,787	1,849	3,928,575	1,242
4	Singapore	T	4,229,265	1,415	2,756,254	790	1,959,411	495
5	Poland	T	1,546,218	583	2,480,592	814	1,948,527	684
6	United States	T	474,624	224	1,634,495	577	1,825,329	252
7	Taiwan	T	1,808,341	631	1,992,691	713	1,503,479	406
8	Korea, South	T	8,372	3	2,559,845	621	1,292,926	261
9	Thailand	T	3,507,731	1,057	4,964,029	1,339	1,062,623	297
10	Nepal	T	107,775	35	490,215	383	665,596	204

Source: Global Trade Atlas Navigator, 2013

 

□ Unit Price in import:

 

            (Unit: USD, %)

Rank	Partner Country	Unit	Unit Value			Change
			2011	2012	2013	2013/2012
	World	T	2999.1	3249.1	2522.5	-22.36
1	China	T	2510.3	2563.3	1728.5	-32.57
2	Japan	T	3746.6	3558.8	3919.9	10.15
3	Malaysia	T	3419.2	3254.6	3163	-2.82
4	Singapore	T	2989.3	3487.7	3954.6	13.39
5	Poland	T	2651.6	3047.9	2846.9	-6.6
6	United States	T	2115.2	2833.4	7239.7	155.51
7	Taiwan	T	2864.2	2794.9	3699.8	32.37
8	Korea, South	T	2616.3	4120	4955.8	20.29
9	Thailand	T	3317.7	3708.5	3574.8	-3.6
10	Nepal	T	3079.3	1280	3254.8	154.27

Source: Global Trade Atlas Navigator, 2013