Many consumers were price-conscious in 2021 as they became worried about the escalating cost of household goods and the rising rate of unemployment, with the COVID-19 pandemic hampering the category’s recovery. To save money some consumers moved towards family-oriented products with natural ingredients rather than purchasing baby and child-specific products.
Environmental concerns and shortages of some raw materials have resulted in the launch of new and alternative packaging formats, including eco-friendly options. For example, Ésika developed a new plastic refill format for its Agú range of baby shampoo, which is more affordable and better for the environment.
The discounters channel continued to gain share in baby and child-specific products in 2021, with consumers attracted to the affordable prices on offer in these stores. Nevertheless, while baby wipes remain popular through this channel other baby and child-specific products remain largely limited to baby and child-specific shampoo and bar soap.
Demand for baby and child-specific products remained more stable than some other areas of beauty and personal care during the pandemic with parents generally looking to ensure they have the appropriate products for their children even in times of hardship. Nonetheless, the longer term future of the category could be threatened by a further decline in Colombia’s birth rate.
The boundaries between baby and child-specific products and other categories such as hair care or body care are likely to become increasingly blurred during the forecast period. More products with claims of natural or organic ingredients are likely to appear in the market, alongside vegan products with cruelty free certification.
E-commerce is set to continue growing in the future as consumers become more aware of the convenience and greater hygiene that can be achieved by shopping online. Parents usually know which brands they wish to purchase, and many online shopping sites offer attractive prices to draw in consumers.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Colombia 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 Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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