Baby and Child-Specific Products in Asia Pacific

February 2021

Baby and child-specific products continued to record strong growth in Asia Pacific in 2019, driven by the popularity of these products among parents for use on their offspring. While 2020 will see significant societal disruptions due to Coronavirus (COVID-19), the pandemic is unlikely to have any major impact on baby and child-specific products, aside from providing a boost to sales of baby wipes. Further strong growth is expected in the region over the forecast period.

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Key Findings

Strong growth seen over 2014-2019

Baby and child-specific products saw strong growth throughout the historic period in Asia Pacific. Sales were particularly dynamic in China, which accounted for three quarters of the new retail value generated in 2014-2019. Japan was registering declining sales, largely due to the falling birth rate. It is experiencing a significant population decline, with the dwindling number of newborns having a direct negative impact on demand for baby and child-specific products.

E-commerce channel continues to grow

While half of baby and child-specific product sales are made online in South Korea, in terms of shaping the overall region’s internet retailing share, the advances made by e-commerce in China are having the biggest impact. With online sales seeing strong growth in China, leading players are putting increasing efforts into improved collaboration with e-commerce platforms to expand their business. Cross-border e-commerce in particular is now considered one of the best ways for brands and companies to enter the Chinese market.

Natural products in demand

Parents are increasingly looking for natural products or ingredients in baby and child-specific products. This saw Johnson & Johnson (India), losing value share to new companies with organic and natural product offerings, focus on removing chemical dyes and adding natural ingredients in its baby product line in 2019. Pigeon launched a new baby and child-specific skin care line in Japan in 2019 under the filbaby brand, using natural ingredients for soft and moisturised skin.

Pandemic’s impact minimal and short-lived

Although growth will slow in 2020 as a result of the COVID-19 pandemic, it will remain strong, and will also quickly return to higher rates from 2021. As in the historic period, baby and child-specific products is expected to record a retail value CAGR of 9% over the forecast period.

Introduction

Scope
Key findings

Regional Overview

Asia Pacific the biggest and most dynamic region in terms of sales
Slight dip in growth expected due to COVID-19 in 2020
China continues to drive growth in Asia Pacific
Wipes, skin care and toiletries add the most new sales
Falling baby wipes sales in Japan
Further healthy growth for baby and child-specific products in 2019
Other BPC non-grocery specialists the main distribution channel
E-commerce accounts for a quarter of retail value in China in 2019

Leading Companies and Brands

Market becoming more fragmented over the historic period
Leading player Johnson & Johnson continues to lose share
China accounts for the bulk of leading players’ regional sales
Aveeno picking up share as Johnson’s Baby loses it

Forecast Projections

Further strong growth expected over the forecast period…
…albeit with a slight slowdown in 2020 due to the pandemic

Country Snapshots

China: Market Context
China: Competitive and Retail Landscape
Hong Kong, China: Market Context
Hong Kong, China: Competitive and Retail Landscape
India: Market Context
India: Competitive and Retail Landscape
Indonesia: Market Context
Indonesia: Competitive and Retail Landscape
Japan: Market Context
Japan: Competitive and Retail Landscape
Malaysia: Market Context
Malaysia: Competitive and Retail Landscape
Pakistan: Market Context
Pakistan: Competitive and Retail Landscape
Philippines: Market Context
Philippines: Competitive and Retail Landscape
Singapore: Market Context
Singapore: 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
Vietnam: Market Context
Vietnam: Competitive and Retail Landscape
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