Baby and Child-Specific Products in Asia Pacific

Strategy Briefing

About This Report

Apr 2017

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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Baby and Child-Specific Products in Asia Pacific

Asia Pacific benefits from largest consumer base of under 11 year-olds

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.

Essential baby care products hold majority of growth

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.

Uncovering latent opportunities in Asia Pacific

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.

Growing category sophistication drives channel diversification

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.


Key findings

Regional Overview

Asia Pacific benefits from largest base of under 11 year-olds
Widely fluctuating performance
Intra-regional diversity in usage of baby/child products
Essential baby care products hold majority of growth
Uncovering latent opportunities in Asia Pacific …
…but growth potential still concentrated on China
Scope for expansion of baby/child skin care in the region
Low level of channel diversity
Growing category sophistication drives channel diversification

Leading Companies and Brands

High level of market consolidation wanes most in China
Intensifying market fragmentation
Johnson's remains unchallenged


China sustains category domination
Growing consumer awareness and availability fuels Asian growth
Population stagnation a strong factor in future performance
Legislation and GDP strongest drivers in the region

Country Snapshots

Japan: Market context
Japan: Competitive and retail landscape
China: Market context
China: Competitive and retail landscape
South Korea: Market context
South Korea: Competitive and retail landscape
Taiwan: Market context
Taiwan: Competitive and retail landscape
Thailand: Market context
Thailand: Competitive and retail landscape
India: Market context
India: Competitive and retail landscape
Indonesia: Market context
Indonesia: Competitive and retail landscape
Hong Kong, China: Market context
Hong Kong, China: Competitive and retail landscape
Malaysia: Market context
Malaysia: Competitive and retail landscape
Kazakhstan: Market context
Kazakhstan: Competitive and retail landscape
Philippines: Market context
Philippines: Competitive and retail landscape
Singapore: Market context
Singapore: Competitive and retail landscape
Azerbaijan: Market context
Azerbaijan: Competitive and retail landscape
Uzbekistan: Market context
Uzbekistan: Competitive and retail landscape
Vietnam: Market context
Vietnam: Competitive and retail landscape
Pakistan: Market context
Pakistan: Competitive and retail landscape

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models