Baby and Child-Specific Products in Indonesia

PRE-COVID-19 PERFORMANCE

Allergy concerns and natural skin care trend boost demand for natural products in 2019

There was growing demand for natural ingredients in baby and child-specific products in 2019. Parents’ three most significant considerations shaping purchasing decisions when buying baby and child-specific products increasingly became safety, health and natural ingredients.

Baby and child-specific toiletries dominate but sun care sees strong growth in 2019 due to concerns over skin cancer

Baby and child-specific toiletries continued to dominate value sales in baby and child-specific products in 2019. Baby soap and shampoo posted the biggest contribution to value sales in this category, being seen as basic necessities and benefiting from a high birth rate in the country.

Strong leaders challenged by new entrants in 2019, particularly via e-commerce channel

Baby and child-specific products continued to be dominated by international brands in 2019. Major brands such as Unilever’s Zwitsal and PZ Cussons’ Cussons Baby have a long presence in Indonesia and are trusted by consumers.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 14% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 12% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

Stockpiling in particular boosted sales of baby and child-specific toiletries and baby wipes in the first quarter of 2020, due to concerns over potential supply shortages and the desire to stock up in order to minimise shopping trips away-from-home. All product areas are expected to see a shift towards e-commerce sales in the year.

Recovery and opportunities

Baby and child-specific products is expected to see stronger value at constant 2019 prices in the forecast period than during the review period. There is expected to be an ongoing strong focus on hygiene in the wake of the COVID-19 pandemic, which will encourage consumers to wash infants more frequently and also encourage the use of baby wipes both by adults and also by parents seeking optimum hygiene for their children.

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