Asia Pacific is accounting for a growing proportion of global baby and child-specific products sales. Despite a slowdown in birth rates, the region is still home to half the global population of under 11 year-olds, which combined with growing category sophistication and channel diversification drives rapid market value expansion. China is a pivotal market in the category, generating 82% of regional growth up to 2021, fuelled by the recent implementation of the two-child policy.
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In absolute terms, Asia Pacific was the largest growth contributor to global baby and child-specific products market value growth over 2011-2016, adding USD1.7 billion in sales, as the target audience of under 11 year-olds is still largest in the region, with 790.3 million potential consumers.
While in China the strongest growth contributor was baby and child-specific skin care, in the majority of the smaller markets in the region baby and child-specific toiletries expanded fastest to account for the largest product category. This is due to this category holding the majority of basic goods, which are inexpensive and essential products in baby care.
India is becoming a pivotal market, adding more to the category over 2011-2016 than Indonesia. This growth is being fuelled both by new consumers entering the market due to rising awareness and availability. In Pakistan, baby and child-specific skin care has registered the strongest growth over the review period as traditional skin care remedies, such as almond oils, milk cream and coconut oil, are being replaced by the more widely available branded products.
Although baby and child-specific products in most Asian markets are still most commonly purchased via hypermarkets/supermarkets or non-grocery personal care specialist channels there is a strong increase in the number of baby and child-specific stores, internet retailing and beauty specialist retailers, playing a huge role in expanding the distribution network and prompting consumers to become more aware of the benefits of buying age-specific products.