Tourists, especially overnight travellers, are traditionally a volume driver for sales of baby and child-specific products in Hong Kong. With the continued border closures in 2021, the recovery of tourist consumption was delayed for the category.
With the delayed return of tourist flows and the low birth rate in the domestic market, players gradually shifted to a “family” positioning in order to survive. Shifting to a “family” positioning allows brands to extend their product assortment and sales to a wider audience, capturing the demand for skin care for adults amongst parents.
Purchasers of baby and child-specific products carry out a lot of research and have a longer decision-making curve to ensure the products they choose are safe and effective. Parents, the main consumer group for baby and child-specific products, are keen to find out from their peers and parent groups about the efficacy and safety of products.
Baby and child-specific products inevitably saw a decline in sales during the pandemic, suffering from a lack of tourist consumption combined with the low birth rate in the domestic market. It is expected that the category will see solid but unexceptional growth rates for the coming three to five years, with difficulty rebounding to the pre-pandemic level of sales due to slow demand and a shrinking local population, with this target not set to be achieve in current value terms until 2026.
There has been a massive shift in the consumer landscape for baby and child-specific products, from mainly tourists to mainly locals. As it is expected that the main customer group will remain local in the short to medium term, players are expected to adopt different marketing strategies to appeal to local mothers.
In the forecast period, it is expected that players will build brand equity in order to appeal to local consumers and capture local consumption power. For example, Mustela hosted an online talk for expectant mothers to give them tips on skin care for new-born babies, as well as providing discounts for its products during the livestream.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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