Baby and Child-Specific Products in Pakistan

PROSPECTS

Evolving consumer preferences in favour of branded products drives growth

The consumer market in Pakistan is gradually moving towards branded alternatives and that trend has followed through in the baby and child-specific products as well. Natural and herbal home remedies have always existed within baby and child-specific products in Pakistan.

Nappy (diaper) rash treatments expected to record largest growth over forecast period

The growth of the tissue and hygiene market in the country has helped boost sales of nappy (diaper) rash treatments, especially in urban markets. The awareness of young mothers of skin care needs for their babies and the growing disposable incomes of middle income households have allowed women to spend on specific solutions targeted at their baby’s personal wellness.

Increasing participation of young mothers in workforce expected to contribute to growth

While traditionally it was considered harmful to apply branded products on babies as consumers did not trust the products for their baby’s skin care, young mothers now are more aware, are highly influenced by social status, especially in urban cities, and are also more trusting of brands. Brands such as Mothercare have provided a branded alternative to the home-made treatments that satisfy consumer needs while also encouraging spending in the category.

COMPETITIVE LANDSCAPE

Johnson’s Baby by Johnson & Johnson Inc led the category in 2018

Johnson’s Baby by Johnson & Johnson Inc enjoys immense brand equity and consumer loyalty due to its first-mover advantage in the category. With a wide product range and a well-established distribution network, the brand makes it difficult for competition to take share in the category.

Private label Mothercare retained second position due to consumer trust

Private label has emerged in the category due to the ample growth opportunity and a growing middle income group willing and able to spend more on brands for their own and their children’s personal care. Mothercare of Mothercare Plc ranks second in the category with consumer loyalty and trust remaining high for the brand in the urban markets.

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