Baby and Child-Specific Products in Colombia

PRE-COVID-19 PERFORMANCE

Strong variations in performance across categories, but overall value growth is maintained

Baby and child-specific products continued to record stable but slow current value growth in 2019, as parents typically continue to make child-related purchases regardless of economic conditions. In line with the review period, Colombia recorded stagnation in the number of new born babies in this year.

Parents are cautious and demand more natural ingredients

In the past, parents frequently based their purchases on word of mouth, but they have become better-informed and tend to research extensively using the internet and social networks before committing to a purchase. Sales of baby and child-specific products are therefore being shaped by increasing parental concerns about the harsh chemicals in baby care products.

Multinational Johnson & Johnson maintains its lead but private label sees growth

Johnson & Johnson remained the leading player in baby and child-specific products in value terms in 2019. The company’s position can be attributed to its strong presence across all baby and child-specific categories with affordably-priced products with wide availability.

2020 AND BEYOND

COVID-19 impact

Baby and child-specific products is now expected to see a 1% decline in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is a slightly worse performance compared with the static forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

COVID-19 is not expected to have a significant impact on baby and child-specific products in 2020. Although hair care is expected to decline, this is a continuation of the trend seen at the end of the review period and not necessarily an impact of COVID-19.

Recovery and opportunities

COVID-19 is not expected to have a significant impact on the growth rate of baby and child-specific products in 2020, and the current value growth rate is expected to return to pre-COVID-19 levels in 2021 and continue to climb throughout the forecast period. The overall CAGR for the forecast period is expected to remain similar to that seen in the review period.

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