Baby and Child-Specific Products in Mexico

PRE-COVID-19 PERFORMANCE

Continued growth, with natural claims and character licences particularly popular

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

Kimberly-Clark maintains its lead but Laboratorios Expanscience México sees a better performance

Kimberly-Clark de México continued to lead baby and child-specific products in value terms in 2019. 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.

Encouraging consumers to buy specific rather than family products with natural ingredients

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 was 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, such as Johnson’s Baby.

2020 AND BEYOND

COVID-19 impact

Baby and child-specific products is now expected to see 1% growth in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is lower than the 3% 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

The economic difficulties caused by the COVID-19 pandemic are expected to hamper growth across most categories within baby and child-specific products in 2020. However, baby wipes is expected to see a strong volume increase, as parents are keen to maintain hygiene to prevent the spread of the virus.

Recovery and opportunities

Overall baby and child-specific products is expected to see only marginally slower current value growth in the forecast period than was seen in the review period. This slowdown is likely to be partly attributable to the falling overall population aged 0-11.

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