Baby and Child-Specific Products in Colombia

PROSPECTS

Better informed parents support sales

As the economy is progressing, with expected 3% real GDP growth in 2019, and the purchasing power of consumers is growing, the baby and child-specific products category is anticipated to perform well. Parents typically continue to make child-related purchases regardless of negative economic conditions.

Baby and child-specific sun care and skin care see new players in dermo-cosmetics

International players have found a niche in baby and child-specific sun care with pharma/therapeutic products. This category has seen slower growth due to the limited availability of cheaper domestically manufactured brands, as some decided to discontinue production as consumers typically purchase adult sun protection products in family size formats once a child reaches the age of three, or when economic performance is poor.

Natural/organic offerings gain visibility

Colombian consumers are tending to look for more natural products, including in baby and child-specific products. Such products are beginning to appear in baby wipes, which is the largest category within baby and child-specific products in terms of value.

COMPETITIVE LANDSCAPE

Johnson & Johnson Colombia leads baby and child-specific products

Johnson & Johnson Colombia was the leading player in baby and child-specific products in value terms in 2018. The company’s position can be attributed to its strong presence across all baby and child-specific categories.

Belleza Express SA sees growth in share

Belleza Express SA was the third placed company in terms of value sales of baby and child-specific products in 2018, based on its strength in baby toiletries, in particular in fragrances. The company is active in terms of promotion and sales of cartoon-related formats, through which it aims to appeal directly to children.

Distribution of baby and child-specific products is changing

The distribution of baby and child-specific products is mainly through modern retail channels, such as supermarkets, hypermarkets and drugstores. The presence of products in the direct selling channel in the country is strong; however, the channel lost share over much of the review period, as bigger formats at affordable prices appeared in store-based retailers.

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