COVID-19 negatively affected baby and child-specific products, with both double-digit value and volume decline. With the fallout of the pandemic hitting disposable incomes, consumers were more price sensitive and cut back on products or traded down, All the same, baby and child-specific products were not as badly impacted as other beauty and personal care, as certain products within baby and child-specific products are considered essential.
2020 proved disruptive for certain players in 2020. Johnson & Johnson remained the leading name and gained value share but its former nearest competitor, direct selling specialist Avon lost significant value share and plummeted to number seven in the rankings.
Towards the end of the review period, the retail distribution of baby and child-specific products widened significantly. In particular, these products became far more prominent on the shelves of department stores such as De Prati, Etafashion and Unity, among others.
With COVID-19 infection continuing to be high in 2021 and restrictions still in place, recovery is expected to take time. It is expected that the biggest boost will be in 2022, as society opens up fully again and then constant growth will tail off a little, but will still be healthy.
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.
Baby and child-specific sun care is expected to see the best constant value growth over the forecast period. Parents are aware of the risks of sun exposure and why sun care is important and once society opens up and families do activities such as visiting the beach, value and volume sales will increase.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Ecuador with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Care research and analysis database.
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