Baby and child-specific toiletries gained during the year as children stayed at home, primarily during the lockdown phases in the first months of the year, but slowed down once pandemic-related restrictions were lifted in the second half of the year when children returned to school and began participating in out-of-home activities again. On the other hand, baby and child-specific sun care experienced a bounce back as travel and children’s social activities such as summer camps resumed in the second half of 2021.
Supply chain disruptions and inflation negatively affected baby and child-specific products in Canada in 2021 as the global supply chain struggled to deal with increased demand from the reopening of the economy, supply chain constraints and COVID-19 related disruptions. Extreme weather also affected the supply chain, for example the port of Vancouver, one of Canada’s main ports, was severely disrupted by floods in late 2021, causing significant delays in product shipments.
Procter & Gamble Inc, Kimberly-Clark Canada Inc and Johnson & Johnson (Canada) Inc remained the leading players in baby and child-specific products in 2021. Procter & Gamble’s lead and Kimberly-Clark Canada’s second position are supported by their strong shares in baby wipes, with their Pampers and Huggies brands respectively leading this category.
Despite increased immigration levels, Canada’s population is ageing, and the birth rate is low and slowly falling, presenting strong obstacles to dynamic category growth. However, women are having children at a later age, with birth rates rising for women in their 30s more so than among women in their 20s.
E-commerce, including online grocery retailing, is expected to be a focus area for brands and retailers over the forecast. The growth of e-commerce driven by the lockdowns in 2020 carried over into 2021, although at lower growth levels.
Growing concerns over the environmental impact of baby wipes have resulted in some parents turning to alternatives, such as cloth wipes. Concerns have prompted action from governments, with a Montreal Quebec municipality launching a pilot programme in 2018 to encourage use of eco-friendly alternatives by subsidising the cost of certain products, including reusable nappies/diapers.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Baby Care
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 DefinitionsThis report originates from Passport, our Baby Care research and analysis database.
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