In 2020, baby and child-specific products saw a strong slowdown in growth compared with previous years of the review period, although the slowdown in current value terms was not as strong due to price rises in most categories. With the emergence of COVID-19 in the country, in March 2020 the government implemented a lockdown, which resulted in parents spending more time with their children at home and maintaining good hygiene.
In 2020, due to rising hygiene-consciousness amidst the ongoing pandemic, parents tried to maintain strict standards for the safety and hygiene of their children, which included but was not limited to frequent washing, sanitising and restrictions on movement. The growth of baby wipes remained dynamic in 2020, for instance, due to increasing hygiene concerns amongst parents during the pandemic, easy availability of these products across offline and online channels, more product varieties available in the market and falling prices.
Johnson & Johnson maintained its lead in baby and child-specific products in value terms in 2020. However, continuing the trend from previous years its share saw a significant decline.
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This report originates from Passport, our Baby Care research and analysis database.
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