Baby and Child-Specific Products in Brazil

PRE-COVID-19 PERFORMANCE

Consumers continue to be a little more careful with their spending on baby and child-specific products

The sales performance of baby and child-specific products was not as badly affected by the last economic crisis that hit the country as some categories, outperforming the industry up to 2017. Over the last couple of years, however, it has been posting growth figures lower than those of historic levels.

Convenience driving the strong growth in baby wipes

Baby wipes posted the strongest current value growth in baby and child-specific products in 2019. Sales continued to be favoured by the convenience and practicality these products offer consumers.

Johnson & Johnson remains the leading player in baby and child-specific products

In late 2018, Johnson & Johnson carried out a successful renewal of its iconic Johnson’s Baby line, with new packaging, new formulas and the repositioning of the brand by age and development phases of babies and children. This helped it record rising value sales and share in 2019, as consumers welcomed the updates to the brand’s visual identity and formulations.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 1% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the previously forecast 2% growth for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

Baby wipes will be something of an outlier in the overall category in 2020, recording much stronger value growth than in 2019. Consumers have been purchasing more of this product to increase hygiene standards.

Recovery and opportunities

Baby and child-specific products will continue to undershoot the predicted annual growth rates in our research conducted at the end of 2019 before the spread of COVID-19, albeit not by much, with the latest forecasts seeing improving growth rates year on year at constant 2019 prices as the 2019-2024 period progresses. Baby wipes will continue to outperform baby and child-specific products as a whole, although growth rates will be slightly slower from 2021 than the rate seen in 2020.

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