Baby and child-specific products recorded dynamic double-digit current value growth in 2021 compared to the previous year. This growth was linked to both unit price rises for products except for baby wipes, and greater demand mainly due to higher disposable incomes that local consumers enjoyed as a result of successive withdrawals from the pension system in addition to cash subsidies granted by the government as a result of the pandemic.
Baby and child-specific sun care and skin care recorded the fastest growth rates within the category in 2021, driven by increased demand for dermocosmetics, due to greater knowledge among local consumers regarding their properties and benefits. Baby and child-specific toiletries also recorded dynamic double-digit retail volume and current value growth in 2021, due in part to the launch of several private label lines from large retailers, which managed to capitalise on the monetary liquidity experienced by Chileans during the year.
2021 was a successful year for dermocosmetics within baby and child-specific products. An increasing number of local consumers are searching for sustainable and natural products; this can become an important expansion niche for companies in the field since this type of product is in an incipient stage of development in Chile.
Baby and child-specific products recorded strong sales growth through e-commerce in 2021, evidence that the channel is likely to gain further penetration over the forecast period. Leading players in the country are making significant investments to strengthen their presence in e-commerce and support greater visibility since it has shown rapid growth within a short period of time.
Discounting and bundle promotions will remain popular strategies in baby and child-specific sun care and skin care with players such as Durandin and Beiersdorf expected to continue to record positive performances over the forecast period. While a reduction in cash subsidies that drove so many sales in the category in 2021 is expected to pull down demand in 2022, players are likely to engage in further strategies such as Cyber Day to strongly drive promotions and discounts and move product.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Chile 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 Chile, 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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