Baby and Child-Specific Products in Mexico

PROSPECTS

Medicated baby and child-specific products and nappy (diaper) rash treatments post double-digit value growth

Medicated baby and child-specific products saw the fastest current value growth in 2017. The leading brand is Vitacilina Bebé by Taisho Pharmaceutical Co Ltd, a line extension of the traditional, long-established dermatological brand, Vitacilina.

Baby and child-specific sun care shows a poor performance in 2017

During 2017, consumption of some beauty and personal care categories was challenged by economic slowdown and inflation, which was at its highest rate since 2009. This environment has led consumers to be more cautious in deciding their expenditure.

COMPETITIVE LANDSCAPE

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

Kimberly-Clark de México SAB de CV led baby and child-specific products in 2017. The company owns the Kleen Bebé and Huggies brands, which are widely recognised and distributed through a variety of channels.

New brands enter baby and child-specific products

Although baby and child-specific products is dominated by strong brands such as Huggies, Johnson’s Baby, Grisi Ricitos de Oro and L’Oréal Kids, new players are still entering. Examples include Nuvel Bebé by Lavin Industrias SA de CV, a Mexican company with a core business involving a variety of skin care brands, and Baby Lubricare by Sedapure Internacional SA de CV, a company that also competes in hair care.

Innovation is a key competitive strategy of leading brands

During 2016 and 2017, baby and child-specific products saw new product development from leading companies, which launched new versions of their already much-recognised brands. An example is Johnson’s Intense Moisturizing hair care line (shampoo, conditioner, and combing cream) that targets children.

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