Baby and Child-Specific Products in Chile

PROSPECTS

More conservative value growth is explained by sociodemographic factors

In 2017, players invested in a wide range of baby and child-specific products, launching new products and running advertising and communication campaigns. Some categories benefited from companies manufacturing products under licensing agreements with well-known children’s brands and capitalising on the merchandising boom around launches in other industries.

The performance of baby wipes is boosted by convenience

Baby wipes saw one of the highest current value growth rates in 2017, supported by a more on-the-go approach to parenting, and the increasing number of consumers looking for time-saving products. The launch of new formats and associated products, such as holders for baby wipes, also helped to boost sales of baby wipes.

Baby and child-specific hair and sun care register high growth

Hair care continued to post the highest growth within baby and child-specific products in 2017, driven by well-marketed products, and the notion that the child-specific products in this category cannot be easily replaced due to their special formulation; for example, tear-free shampoo. Sun care products have become crucial not only for babies, but also for children, which ensured baby and child-specific sun care saw one of the highest current value growth rates in 2017.

COMPETITIVE LANDSCAPE

Local player Laboratorios Durandin leads baby and child-specific products

Local player Laboratorios Durandin led baby and child-specific products in value terms in 2017, due to its established brand image, strong distribution reach and affordable pricing, along with quality assurance. Parents are confident of the quality when they purchase its products for babies and children.

L'Oréal Chile boosts its presence in baby and child-specific sun care

Over the last three years, L'Oréal Chile was able to capitalise on its well-established dermacosmetic brand portfolio in adult sun care to position itself in baby and child specific sun care. Over recent years the international player launched children’s versions of its Vichy and La Roche-Posay adult sun protection brands.

Files are delivered directly into your account within a few minutes of purchase.