Baby and Child-Specific Products in New Zealand

PROSPECTS

Birth rate below replacement level

From 2007/2008, there was a slow decline in the number of babies being born. In 2015/2016 there was a period of statis; however, as the fertility rate falls below replacement level, there will be fewer births over the forecast period.

Natural brands in demand

Over the review period there was a strong surge in natural brands within baby and child-specific products. In particular, domestic companies such as Ecostore and Earthwise Group performed well.

Child-specific segmentation

After the mini baby boom of 2007/2008, manufacturers looked at ways to continue to capture this group of children into school age. Therefore, there was distinct growth in child-specific products such as hair care products (detanglers and styling agents).

COMPETITIVE LANDSCAPE

Johnson & Johnson leads

Johnson’s Baby has traditionally been a strong brand within baby and child-specific products; well-known and trusted, with a wide product range and good shelf-space and presence in both grocery retailers and chemists/pharmacies. However, over the forecast period parents will demand more value-added products, in particular products which contain natural ingredients, which does not apply to Johnson’s Baby.

Domestic companies perform well

Over the review period, domestic companies went from strength to strength in baby and child-specific products, particularly in toiletries. With the demand for more natural and skin-sensitive ingredients, green brands such as Ecostore and Baby by Earthwise performed particularly well.

Kimberly-Clark strong in baby wipes

Despite only operating in baby wipes with the Huggies brand, Kimberly-Clark New Zealand remained in second position in baby and child-specific products in 2017, with a fairly stable share. Baby wipes command a strong share within baby and child-specific products, and the company maintained its lead in baby wipes in 2017 with a high value share.

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