Growth in total baby and child-specific products current value sales has been declining in Hong Kong since 2018, while most product categories saw volume sales decline or slow. This was partly due to unfavourable demographic trends, with declines in Hong Kong’s birth rate and the population aged 0-9 years shrinking the potential consumer base.
Eczema and skin sensitivity is still an important concern for local parents in Hong Kong. This trend is beneficial for products that boast hypoallergenic formulae as well as brands with a dermatology focus as part of their brand identity.
In 2020, as a result of the health and hygiene concerns and mobility restrictions of the COVID-19 pandemic, e-commerce sales increased considerably. Overall, the e-commerce channel’s value share of baby and child-specific products more than tripled, whilst store-based retailing saw a considerable decline in its value share.
The outlook for baby and child-specific products is favourable over the forecast period as the category is projected to return to a trend of robust current value growth from 2021. Although growth will still be restricted by falling birth rates in Hong Kong, parents in the region are expected to be increasingly willing to pay more for better quality products in the coming years.
Over the forecast period, livestreaming and social commerce are expected to become more central elements of sales in baby and child-specific products. Many brands in this category, such as CeraVe and Mustela, established a strong digital presence in 2020 in response to the greater demand for e-commerce during the COVID-19 pandemic and will continue to use the online channel to remain engaged with Hong Kong parents in the forecast period.
Parents in Hong Kong are expected to favour natural and safe ingredients in the forecast period as a preventative measure against eczema. This trend is expected to influence consumption habits in baby and child-specific products that are designed to be eaten and applied externally.
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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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This report originates from Passport, our Baby Care research and analysis database.
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