There was a growing demand for natural ingredients in baby and child-specific products towards the end of the review period. The three most significant considerations shaping parents’ purchasing decisions when buying baby and child-specific products are safety, health and natural ingredients.
The prominent role of Millennial parents in baby and child-specific products reinforced the expansion of e-commerce in the category during the COVID-19 crisis, as Millennial consumers are generally more comfortable in the digital environment than their forebears. Millennial parents also typically lead hectic lifestyles in which the convenience provided by e-commerce is at a premium.
Baby and child-specific products continued to be dominated by international brands in 2021. 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.
While the COVID-19 crisis led to a decline in the birth rate in many countries, as the economic impact of measures imposed to contain the disease deterred people from having children, this was not expected to be the case in Indonesia. As well as being forced to spend more time at home during the period of restriction of community activities (PPKM), the country witnessed a decrease in the penetration of the Family Planning (KB) programme.
Domestic online demand for baby and child-specific products is expected to grow strongly over the forecast period, supported by Indonesia’s continuously rising number of online shoppers, increasingly tech-savvy parents, and the expected baby boom due to lower contraceptive use during the pandemic. With the increasing number of pregnancies and births, it is not surprising that more and more businesses selling baby and child-products have sprung up.
While there is strong scope for growth, the leading players in baby and child-specific products may have to fight to retain their shares. Although these players will still benefit from many consumers’ brand-loyalty, younger parents are showing a growing willingness to try new brands, with price-competition and innovation likely to be crucial in driving sales.
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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.
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Baby Care
This report originates from Passport, our Baby Care research and analysis database.
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