Lockdown measures, including the closure of nurseries and parents increasingly working from home, meant that children and parents spent significantly more time at home together than under normal circumstances, supporting growing sales in 2020. Since parents tend to prioritise the needs of their children, baby and child-specific products were relatively resilient in face of the challenging economic environment brought by COVID-19.
Baby wipes posted the strongest current retail value growth within baby and child-specific products in 2020. While sales were initially supported by panic buying at the onset of lockdown, growth continue to be supported throughout the year with new products and ingredients which continued playing an important role in baby wipes.
Companies with limited online capabilities and a negligible e-commerce presence were more challenged during the lockdown in 2020 than other players with an already established e-commerce presence. In most cases, players that struggled in 2020 were niche local brands, which tend to focus more on store retail therefore heavily relying on foot traffic.
Baby and child-specific products is set to retain a similar rate of current retail value growth in 2021 as seen in 2020, with an expectation of slightly stronger growth towards the end of the forecast period. During the lockdown, 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 forecast period.
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.
Growth in baby and child-specific products will continue to be supported by an influx of new entrants in the forecast period in response to the growing demand for natural brands. Therefore, competition is set to intensify with numerous new brand launches and stronger distribution expected in Australia.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Care research and analysis database.
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