Due to the outbreak of COVID-19 in Guatemala, current value sales of baby and child-specific products declined by 2% in 2020, which compares to 6% growth the previous year. Demand for baby and child-specific products declined as concerns over financial stability during the pandemic led consumers to focus on basic mass products, trading down to more affordable options.
While the overall landscape recorded a decline, a number of essential areas continue to post positive growth, minimising the impact on the baby and child specific category. This includes nappy (diaper) rash treatment, which recorded strong growth and medicated baby and child-specific products.
Baby and child-specific products continued to be led by multinational player Johnson & Johnson in 2020. The player benefited from strong brand loyalty for Johnson's Baby, while offering a large portfolio of products that is popular amongst all income segments.
Sales for baby and child-specific products will not be as impacted in the long-term as other areas since its 2020 contraction was a low-single-digit one. As such, recovery is set to be in place for baby and child-specific products from 2021 onwards, with value growth arising year-on-year across the forecast period, reaching a CAGR of 6%.
Once consumption pace returns on the landscape, product innovation is set to take place once more. New products across the forecast period are expected to focus on new formulation with natural ingredients, such as lavender or chamomile, that are gentle with baby's skin.
Baby and child-specific products will continue to record healthy current value growth in Guatemala over the forecast period. Products with a higher average unit price will be perceived to offer more specific properties, and these attract a smaller, more affluent urban consumer group.
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This report originates from Passport, our Baby Care research and analysis database.
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