Baby and child-specific products was one of the few areas of Pakistan’s beauty and personal care market to receive a boost from COVID-19 in 2020, with overall volume and current value growth rates improving from 2019. This was mainly due to increased health- and hygiene-consciousness amidst widespread public concern about the spread of the virus.
Baby wipes posted the fastest growth in volume and current value terms in 2020. While this was partly because sales were emerging from a low base, the category was also the primary beneficiary of increased hygiene-consciousness among Pakistanis.
Johnson & Johnson maintained its commanding lead in baby and child-specific products in 2020. Thanks to its early mover advantage, trusted reputation and wide product range, the company’s Johnson's Baby brand enjoys a high level of consumer loyalty in Pakistan.
Baby and child-specific products looks set to register another impressive performance in 2021, with total volume and current value sales expected to grow at faster rates than in 2020. Increased hygiene-consciousness will continue to strengthen demand in most categories in the short term.
Baby and child-specific products that are made with natural ingredients and contain fewer or no potentially harmful chemicals will continue to gain popularity over the forecast period. Rising health awareness will remain the biggest driver of this trend, but it will also be fuelled by increasingly busy lifestyles, which are leaving parents with less time to prepare traditional home-made baby care remedies.
E-commerce has made steady progress in terms of baby and child-specific products distribution in recent years, and further value share gains are projected for the channel over the forecast period. Following the experience of lockdowns and home seclusion in 2020, many Pakistanis are now more comfortable with buying these items via digital platforms, and have a greater appreciation for the convenience, vast range of choices and competitive price offers afforded by online shopping generally.
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Baby Care
This report originates from Passport, our Baby Care research and analysis database.
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