Baby and Child-Specific Products in Mexico

PROSPECTS

The birth rate in Mexico slows down, but sales continue to grow

The consumption of baby and child-specific products is influenced by demographics, and in Mexico the birth rate is tending to slow down. This is because childbirth is being postponed amongst the population, partly due to university education, and especially in urban areas.

Growth is set to continue

Over the forecast period, the population of children in Mexico is forecast to continue to decline; however, baby and child-specific products is predicted to register growth in both volume and current value terms due to higher spending per child. All categories are expected to see strong performances, but baby wipes will remain by far the largest category, due to the convenience of these products when changing nappies/diapers.

Baby and child-specific sun care remains challenged by adult sun care

During 2018, baby and child-specific sun care was able to recover part of the volume sales that it lost during 2017. In that year, the category was challenged by the country’s economic slowdown and inflation, which led many families to be cautious in their expenditure, and to purchase a single regular product for all household members instead of choosing one sun care product for adults and another for children.

COMPETITIVE LANDSCAPE

Kimberly-Clark de México leads baby and child-specific products

Kimberly-Clark de México led baby and child-specific products in value terms in 2018. The company owns the Kleen Bebé and Huggies brands, which are the two leading brands in baby and child-specific products and are widely recognised and distributed through a variety of channels.

Johnson’s Baby discourages purchases of family hair care products for children

One of the main potential threats to growth in baby and child-specific products is the poor performance of the economy, which prevents parents from purchasing baby and child-specific products; instead, they prefer cheaper substitutes such as skin care or hair care products for adults. This is why one of the recent hair care slogans from Johnson & Johnson de México was aimed at creating awareness amongst parents about the benefits of buying products specially formulated for their children’s more sensitive skin.

Mustela reinforces its lead in premium baby and child-specific products

In 2018, Mustela by Laboratorios Expanscience México strengthened its lead in premium baby and child-specific products. The brand continued to develop its distribution network through health and beauty specialist retailers, modern grocery retailers and department stores.

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