Baby and child-specific products posted high current value growth in 2021, despite the rise in unit prices due to ongoing local currency devaluation. Demand for baby and child-specific products is fairly inelastic due to the essential nature of such products and because parents are reluctant to trade down to cheaper products for their children, even at a time when consumer purchasing power is weakened.
The emerging category of baby skin care recorded the strongest growth in current value terms in 2021, largely due to growing awareness amongst parents about the benefits of various skin care products for their children. On the other hand, baby wipes remained the largest category in both retail volume and current value terms due to its affordability to all consumer groups and its versatility as a multi-purpose product.
Baby and child-specific products continued to be dominated by multinationals in 2021. Intense competition amongst the main players resulted in Bübchen from Bübchen-Werk Ewald Hermes Pharmazeutische Fabrik (Nestlé) claiming the leading position from Johnson & Johnson Inc (Johnson’s Baby), followed by Procter & Gamble’s Pampers brand.
Baby and child-specific products is set to demonstrate stronger growth over the forecast period, in both retail volume and current value terms. From 2022 onwards stronger demand is expected, as local consumers, buoyed by a predicted recovering economy and increasing disposable incomes, resume their purchases of more specific products for their young children.
In the forecast period, economic recovery and the gradual increase in consumer disposable incomes will boost demand for premium baby and child-specific products, at the expense of mass products. Parents are anticipated to continue to prioritise products that are safe and of high quality for their children, and premium baby and child-specific products benefit from the perception of being safer, higher quality and cleaner in terms of composition.
Baby wipes is set to record strengthening demand throughout the course of the forecast period, resulting in it being one of the strongest performers in the category in both retail volume and current value growth terms. Consumers will continue being drawn to the product as it offers a versatile and affordable option, particularly for on-the-go usage as consumers will remain wary of needing to clean hands to reduce the risk of germs outside of the home.
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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 Definitions
This report originates from Passport, our Baby Care research and analysis database.
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