In Brazil, COVID-19 lockdown was first decreed by local governments in March 2020, but restrictions, timing and specific measures differed between the states. There was no coordinated response from the federal government, which increased the sense of insecurity among the population.
Current value growth in baby and child-specific products surpassed that of overall beauty and personal care in 2020. During this year, online sales of beauty and personal care products saw a strong increase, with e-commerce almost doubling its relevance as a distribution channel in comparison to 2019.
Baby wipes outperformed overall baby and child-specific products in 2020. Consumer habits have changed, as baby wipes are now also being used for children’s hygiene and as general cleaning wipes.
The COVID-19 pandemic in Brazil is still a reality in 2021, due to the slow vaccination process. This will negatively influence the national birth rate, which already decreased in the period 2019-2020, and this trend is expected to continue.
In 2021, baby-related products will still focus on safety for their users, which is also a trend in overall baby and child-specific products. Product launches or new market entrants will highlight quality attributes to raise consumers’ perception, whilst parents will also be increasingly concerned about reducing the risk of allergies or rashes, especially for 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.
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This report originates from Passport, our Baby Care research and analysis database.
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