With concerns over new COVID-19 variants emerging in 2021, local parents increasingly focused on stricter hygiene routines for their babies. Baby and child-specific toiletries recorded the most impressive performance, and featured the most innovations to address parents’ changing demands.
Clean beauty has penetrated baby and child-specific products and made its way into the mainstream. With increasing awareness among local parents about the importance of personal hygiene for babies and growing demand for products using natural ingredients, brands built on natural credentials performed well in 2021, including Mustela Bébé, which recorded robust sales growth.
Consumers' growing environmental concerns are driving new product development in baby and child-specific products, although this trend is expanding to other related industries such as tissue and hygiene, with BabyLove taking an eco-friendly approach with the launch of Beyond, a new range of nappies/diapers/pants designed to make sustainable lifestyle choices easier for parents. Companies are also focusing on sustainable packaging solutions by placing plastic-free and biodegradable claims in the spotlight.
According to Euromonitor International’s New Zealand Demographic Report, couples with children will have the greatest purchasing power of all household types between 2021 and 2040, implying that demand for family-related products and services will continue to expand in a positive direction over the next two decades. A declining fertility rate will likely limit volume growth as the forecast period progresses, but this could be partially offset by parents' increasing purchasing power and awareness of high-quality formulations in baby and child-specific products.
Online shopping continued to gain relevance in New Zealand during the pandemic. As the country entered a nationwide lockdown in August 2021, an increasing number of local parents embraced the safety and ease of e-commerce.
Local consumers are becoming increasingly conscious of their purchases with a greater focus on environmental issues. This has placed sustainability in the spotlight, with local brands highlighting their eco initiatives.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Baby Care industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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