Baby and child-specific products were largely unaffected by the pandemic and value and volume growth in 2021 was similar to 2020. There was some panic buying of certain products during 2021, as in 2020, when there were spikes in COVID-19, as consumers were concerned that supplies might run low.
Baby wipes remained the largest product within baby and child-specific products and registered the highest growth. This was due to the need for hygiene in light of the pandemic, with many consumers purchasing them not only for their children, but also for their own hygiene.
Although Beiersdorf maintained its lead with its Nivea Baby and Nivea Sun brands, it lost share. A similar trend was seen for third-placed Johnson & Johnson with Johnson’s Baby, which also lost value share.
Baby and child-specific products will register healthy constant value growth over the forecast period, A high birth rate will support volume sales. Moreover, ongoing urbanisation, the rising number of women in employment and the growth of modern retailing will result in more consumers gaining access to baby and child-specific products over the forecast period.
Though the outlook is positive for baby and child-specific product over the forecast period, there are potential headwinds that could dampen volume growth. If inflation rises and the currency continues to devalue, it will reduce consumer purchasing power and will make imported brands in particular more expensive.
Baby wipes is projected to continue to see the fastest growth over the forecast period. This can be attributed to ongoing urbanisation, which will encourage more consumers to focus on hygiene and baby care, and to busier lifestyles, resulting in more consumers being willing to pay for convenience.
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Baby Care
This report originates from Passport, our Baby Care research and analysis database.
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