Baby and child-specific products will respond negatively to the COVID-19 pandemic in 2020 overall as current value sales decline notably. Nonetheless, baby and child-specific products will decline at a slower rate compared to many other product areas within beauty and personal care as parents are more likely to prioritise the needs of their children during times of economic distress.
Another major consequence of the COVID-19 pandemic is linked to the economy, as the pandemic has had a heavy impact on the country’s macroeconomic stability and growth. Consumers have therefore been cutting back on spending, and this will continue and likely intensify during the course of the year.
Importadora Logmark Esapro will maintain its leading position in baby and child-specific products in 2020. The company is responsible for the marketing and distribution of the Johnson’s Baby brand in Bolivia, which enjoys strong consumer loyalty and is perceived as offering a wide portfolio of high-quality products at affordable prices.
Baby and child-specific products will rebound from as soon as 2021 and a full recovery is anticipated in 2022. One of the main drivers of the recovery process will be the return to school and resumption of classes as demand will increase as toddlers and children return to their pre pandemic routines.
The boost in demand seen for baby wipes in the first half of 2020 is not expected to continue and this product area will see weaker retail volume growth in the forecast period than in the review period. Parents will likely revert to traditional home-made textile alternatives to baby wipes as consumers are expected to be financially constrained whilst the economy recovers.
At the beginning of the forecast period, the resumption of schooling will increase demand for liquid soaps and hand sanitisers for children as parents will be keen to protect their offspring from contracting the virus at school and spreading it to all the family. Likewise, many schools are expected to make hand sanitisers an essential for school children.
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This report originates from Passport, our Baby Care research and analysis database.
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