Brazil was one of the countries hit hardest by COVID-19, with a peak in cases at the beginning of 2021. The federal government did not coordinate a response, so each state government acted independently.
2021 continued to be marked by uncertainty and challenging macroeconomic indicators. Higher production costs, exchange rate instability, mounting inflation and high unemployment rates eroded Brazilians’ purchasing power, which led to more conservative consumption patterns.
The unfavourable scenario posed by Brazilians’ decreasing purchasing power and fertility rate challenges has encouraged players to invest in further innovation to attract and retain customers and consequently gain share. Although the leading players have shown stability in terms of position throughout the years since 2017, new brands are emerging, with manufacturers launching their own lines and expanding their portfolios by targeting children in different age groups.
During the pandemic, players showed flexibility and adapted to e-commerce solutions to maintain sales. Consumers also benefited from finding the best purchasing opportunities online, with this channel retaining higher sales in 2021 compared to pre-pandemic levels.
Although data from national statistics show that the fertility rate in Brazil is dropping, more people are born than die in the country, with Brazil only expected to reach its population peak in 2047. The arrival of an expected baby is usually cause for celebration, and is often accompanied by friends and family organising “baby showers” for expectant parents, whereby guests offer gifts and presents for the baby’s care.
Safety and functionality are likely to remain as key concerns when purchasing baby and child-specific products, as parents seek to reduce the risk of allergies, rashes or exposure to chemicals. Quality attributes such as hypoallergenic, tear-free, and tested by paediatricians or dermatologically tested will remain relevant, especially for parents of new-born babies.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Brazil 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 Care industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Baby Care research and analysis database.
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