Baby and Child-Specific Products in Brazil

PROSPECTS

Performance positively impacted by sales of toiletries

Baby and child-specific toiletries posted the best performance within the category, particularly influenced by the good performance of fragrances. Fragrances are widely used by adults, as many local consumers consider it necessary to use fragrances on a daily basis.

Differentiated packaging types increase sales by targeting consumers who are more price conscious

As Brazilians continue to assume more rational behaviour towards consumption of many goods, manufacturers also adapted their offerings to target those who list cost-benefit ratio as a key attribute. Under baby and child-specific products, several companies increased the offerings in promo pack format.

COMPETITIVE LANDSCAPE

Johnson & Johnson continues to invest to maintain its leadership position

Johnson & Johnson is set to make one of its biggest investments in Brazil with the complete renewal of its traditional Johnson’s Baby line. In late 2018, the company announced the renewal of the entire line, with new packaging, new formulas and the repositioning of the brand by age and development phases of babies and children under the slogan “Purity that inspires” - this concept was adapted from the global tagline “Choose Gentle”.

Natura Cosméticos SA further increases its footprint within the category

Natura Cosméticos continues to regain value share within the category, thanks to its “Natura mamãe e bebê” brand. The brand is particularly strong under toiletries, with many of its products being praised by local consumers.

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