Baby and Child-Specific Products in Pakistan

PROSPECTS

Shift from traditional products to brands drives growth of baby and child-specific products

Natural and herbal home remedies always existed within baby and child-specific products in Pakistan. Most households still rely on traditional homemade natural remedies and solutions for baby care; however, due to rapid urbanisation and busy lifestyles, consumers are looking for convenience products instead of spending time preparing traditional homemade solutions.

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

The growing need for convenience in urban centres due to busier lifestyles and rising awareness of branded products in rural regions helped drive sales of branded baby and child-specific products. Due to lifestyle changes, consumers are shifting from traditional homemade baby and child-specific products to branded goods.

Baby and child-specific skin care and toiletries expected to record robust growth

Young mothers belonging to urban and semi-cities in Pakistan are increasingly spending on branded skin care and toiletries for their babies. Massage oils, baby shampoos, body creams etc are examples of some of the most common products that women are investing in because they want products that are gentler for their baby’s skin and hair.

COMPETITIVE LANDSCAPE

Johnson’s Baby by Johnson & Johnson Inc leads in 2017

Johnson’s Baby by Johnson & Johnson Inc has immense brand equity and consumer loyalty due to its first mover advantage. With a wide product range and a well-established distribution network, it is difficult for competitors to gain share.

Private label Mothercare plc remains the second largest player

Demand for baby and child-specific products is expected to remain strong over the forecast period, as the penetration of these products remains low and there are good opportunities to expand with rising disposable incomes and expected growth of modern retailing and internet retailing. Private label therefore emerged, with Mothercare plc ranking second.

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