Baby and child-specific products has not been exempt from the influence of trends such as inclusivity, localism and experiences. In 2021, local brand Allkinds was launched, offering products that are made in Australia, using clean and natural ingredients, and marketed without using any gender stereotype.
The dermocosmetics trend is also influencing baby and child-specific products, and is expected to continue to gain strength over the forecast period, with parents drawn to the high-quality ingredients, perceived safety and clinical efficacy of such products. This is also supported by Australia’s high incidence of eczema compared with other countries, with parents looking for products to help prevent and alleviate the symptoms of eczema in their children.
During the lockdowns in 2020 and 2021, demand for local products and Australian-made claims regained relevance as part of the purchasing decision, with this preference expected to carry over into the next five years. Australian consumers tend to favour locally-made products because they perceive them to offer better quality than alternatives, and also because they want to support local businesses.
The evolution from green to clean to conscious, which is already largely seen across skin care, will continue permeating baby and child-specific products in the forecast period. Even during lockdown, parents became more concerned about purchasing products that were better for the environment or society in general.
Companies extending their brands to offer versions of adult beauty and personal care products such as body cream and face cream to children are not new; however, there has been an increase in the development of products created exclusively for tweens and teens, with most of these products thriving on Australian-made, natural claims and fun packaging. Although most baby and child-specific products must appeal to parents, these products must also win over their children, and as such, there has been increasing competition in the way in which these products are packaged and displayed.
New innovative concepts, such as targeting older children and following trends from the adult world, as seen from Allkinds, are anticipated to increase in the next five years, as this cohort of beauty consumers is largely untapped in Australia, therefore offering great opportunities for growth. Growth will not be limited to product innovation, but also the ability of retailers to provide immersive and fun experiences in stores, following the overarching Experience More trend influencing beauty in Australia.
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Understand the latest market trends and future growth opportunities for the Baby and Child-specific Products industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Baby and Child-specific Products industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Baby and Child-specific Products
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See All of Our DefinitionsThis report originates from Passport, our Baby and Child-specific Products research and analysis database.
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