Retail constant value sales (2021 prices) of baby and child-specific products continued to decline during 2021, albeit at a more modest pace than in the previous year, as economic conditions began to stabilise and the epidemiological threat posed by COVID-19 eased somewhat. However, demand for baby and child-specific products was adversely affected by mounting inflationary pressure during 2021, which served to make many parents more price sensitive.
Premium baby and child-specific hair care is a niche (accounting for well under 10% of retail value sales in this category during 2021), but retail constant value sales of premium baby and child-specific products continued to expand during both 2020 and 2021 – albeit at a much slower pace than earlier in the review period. This reflects the fact that, even during hard times, many parents (particularly affluent ones) will persist in buying what they perceive to be high-quality products for their offspring, even as they cut back their spending in other areas deemed to be less essential.
Dominant in baby wipes, Kimberly-Clark de México continued to lead in baby and child-specific products during 2021, ahead of Laboratorios Expanscience México. The former owns Huggies and Kleen Bebé, the two leading brands in baby and child-specific products.
Demand for baby and child-specific products will expand at a moderate pace during the forecast period, with retail constant value sales exceeding their pre-pandemic peak as soon as 2022. Demand will be supported to a degree by a likely post-pandemic economic recovery, but this will be offset in part by strong inflationary pressure, particularly during the early part of the review period.
Modern grocery retailers are the dominant distribution channel for baby and child-specific products, as most local consumers buy these products when they are grocery shopping, but e-commerce will continue to grow in popularity – albeit from quite a low base. Grocery retail chains like Walmart are increasing their investment in e-commerce, while chemist/pharmacy and drugstore chains like Farmacias del Ahorro, Farmacias San Pablo and Farmacias Guadalajara are now paying more attention to this channel and increasing their investment in it.
Baby and child-specific skin care is predicted to be one the most dynamic categories in terms of innovation. This development is aligned with a similar trend in the adult category, supported by the growing interest in healthy skin care regimes.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Mexico with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Baby Care
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See All of Our DefinitionsThis report originates from Passport, our Baby Care research and analysis database.
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