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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Beauty and Personal Care market research database.