In 2021, baby and child-specific products returned to moderate value growth after experiencing a minimal decline due to the onset of the COVID-19 pandemic in 2020. Overall consumer demand is stable and interest in specialised beauty and personal care products and dermocosmetics positioned for babies and young children continues to grow and is contributing to the growth of this category.
Baby and child-specific sun care bounced back to record double-digit growth in 2021, following the slump seen in 2020. Growth came mainly as a result of the extent of the previous year’s decline caused by pandemic-related travel restrictions and shorter holiday seasons.
An increased brand presence helped medicated baby and child-specific products achieve solid value growth in 2021. In addition, e-commerce also played a role in the success of the category during the year.
Over the forecast period, baby and child-specific products is set to maintain growth. However, the category will continue to be hindered by the fact that there are a limited number of brands in the market and often parents substitute baby and child-specific products and tend to purchase regular medicated and standard beauty and personal care products for their children and babies.
Baby and child-specific sun care is set to achieve the strongest value growth in baby and child-specific products over the forecast period as it continues to recover from the significant decline of the COVID-19 crisis. As most of the domestic and international travel restrictions and impediments are gradually removed, baby and child-specific sun care is set to grow but is not expected to return to pre-COVID-19 levels before 2024.
The continued growth of e-commerce is set to contribute to the expansion and diversification of the baby and child-specific brand and product offer during the forecast period. The greater range of products available and the ease of access to them through online retailers will support the gradual growth of the category over the forecast period.
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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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