Baby and Child-Specific Products in New Zealand

PROSPECTS

Lower fertility rate expected to influence long-term demand

Although demand for baby and child-specific products remained low but stable in 2018, fertility levels are expected to negatively impact demand in the longer term. According to Statistics New Zealand, the country faced its lowest fertility rate in 2017 down to 1.

Rising interest in targeted solutions

Millennial parents are constantly looking for products that specifically cater to different problems. There is a growing trend of using targeted products rather than generic ones.

Growth of organic ingredients will lead to strict regulation

The growth in demand for organic ingredients has also increased the level of scrutiny by consumers in addition to the regulatory authorities. Gaia Skin Natural, which offers products in both Australia and New Zealand, was fined in Australia for making misleading claims about its products organicity.

COMPETITIVE LANDSCAPE

Emergence of local companies manufacturing organic products

During the review period, prominence of domestic companies was observed within baby and child-specific products. Little Dragon, Dimples, Made4Baby, Nature Baby, Pineapple Heads and Tigs & Boo are some of the local brands and companies offering organic and natural products.

Laboratoires Expanscience maintains position against multinationals

Laboratoires Expanscience SA was able to maintain its second position within baby and child-specific skin care in 2018, with its Mustela Bébé brand gaining further value share. This was aided by its extending its eczema- prone skin care range, Stelatopia, with a face cream.

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