Baby and Child-Specific Products in Chile

PROSPECTS

Baby and child-specific products are not price driven

This is one of the most unusual beauty and personal care categories, where price is not a decisive factor and premium product consumers do not necessarily have high purchasing power. Moreover, when it comes to children, middle- and even low-income consumers tend to invest in expensive products as a way of caring for the next generation.

Baby and child-specific products are not only for targeted end-users

Consumers with health conditions such as delicate skin, allergies or skin afflictions tend to use baby and child- specific products since they are less aggressive and tend to contain softer ingredients.

Lower birth rates and natural trend constrain category growth

The birth rate in Chile has been decreasing lately, and the emergence of a new parenting approach more focused on natural things for children has translated into parents using less or no toiletries products for their babies, reducing wipes use as they are not very environmentally friendly and using baby nappy (diaper) rash treatments only when necessary and not in a preventative way among other things.

COMPETITIVE LANDSCAPE

Premium sun care for babies gains share in 2018

La Roche-Posay has shown consistent, steady year-on-year share gain, reflecting the interest parents have to protect their children with top-quality products, regardless of the economic situation or purchasing power of the family.

Johnson & Johnson endures difficult period

The classic Johnson & Johnson baby shampoo was revamped in 2018, supported by a huge effort in terms of packaging and formulation to renew this transgenerational product, giving it a more colourful look and making it more attractive.

Simond’s remains number one brand in baby and child-specific products

Despite Simond’s still being the number one brand in baby and child-specific products, its share has been shrinking over time, especially in 2018, since parenthood is changing and more families are looking for more sophisticated and premium products.

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