Baby and child-specific products were less affected by the 2020 pandemic than other products, as parents prioritised their children. In 2021, with society opening, current value and volume increased, with baby wipes registering the highest growth and skin care accounted for the largest proportion of value sales.
Johnson & Johnson remained the leading player within baby and child-specific products in 2021 due to the strength of the Johnson's Baby name, longstanding presence, and wide distribution network. The company offers a wide variety of baby and child-specific products, although it is best known for its Johnson’s Baby Oil skin care brand, which is popular among more affluent parents due to its high quality compared with competing brands.
Baby wipes registered the highest current value growth. Increasingly, parents like to use wipes on new born babies’ skin.
Baby and child-specific products will register healthy constant value growth over the forecast period, with value sales supported by a high birth rate. Also, rising female labour force participation will also support growth, as parents will be more time-pressed.
The penetration of baby and child-specific products in Nigeria remained quite low over the review period, with the product area still being far from reaching its potential. This is because incomes for the majority of the population were low and instead consumers used cheaper, traditional products such as ori (shea butter used for skin care amongst the Yoruba ethnic group) for skin care, including for babies.
Players are expected to increase their use of natural ingredients such as coconut oil and shea butter in new product launches as a strategy to appeal to local consumers who perceive these to be gentler on their children’s skin. However, they will need to adequately market these products to ensure that consumers understand their specific value rather than continuing to use unpackaged products which offer similar benefits.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Nigeria 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.
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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 Definitions
This report originates from Passport, our Baby Care research and analysis database.
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