Baby and child-specific sun care products posted a deep decline in 2020. COVID-19 lockdown and ongoing movement restrictions meant that children had to study at home and reduce their outdoor playtime, with there also being a significant drop in travelling.
There was growing demand for natural ingredients in baby and child-specific products in 2019-2020. Parents’ three most significant considerations shaping purchasing decisions when buying baby and child-specific products are safety, health and natural ingredients.
Baby and child-specific products continued to be dominated by international brands in 2020. Major brands such as Unilever’s Zwitsal and PZ Cussons’s Cussons Baby, which leads overall sales, have a long presence in Indonesia and are trusted by consumers.
Indonesia’s fertility rate is expected to increase in 2021, which will aid sales growth, and the forecast period in general looks positive for baby and child-specific products. Acceleration in volume growth compared with the review period is predicted for baby and child-specific toiletries, the second-largest category and whose products are viewed as essential.
While it will stay a niche, baby and child-specific sun care is predicted to post the strongest sales growth within the overall category over the forecast period. These products have attracted a growing number of parents due to rising awareness of the dangers of sun exposure, although demand fell steeply in 2020 owing to COVID-19 lockdown.
Overall, baby and child-specific products in Indonesia will continue to benefit from the country’s high birth rate, while dynamism in this area will also continue to attract new entrants. This is likely to increase competition, particularly given the widening range offered for home delivery via e-commerce.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Baby Care industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Baby Care
This report originates from Passport, our Baby Care research and analysis database.
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