Baby and Child-Specific Products in Saudi Arabia

PRE-COVID-19 PERFORMANCE

Demographic and social trends remain unfavourable for beauty and personal care

At the end of the review period, Saudi Arabia’s birth rate and per child annual spend remained high by global standards and this continued to support a dynamic value performance in baby and child-specific products. However, the country’s birth rate is slowing down and this is a reflection of the growing importance of women in Saudi society.

Innovation remains a key aspect of baby and child-specific products

Towards the end of the review period, innovation became a more important factor in child-specific products in Saudi Arabia. In particular, the popularity of dermocosmetics has continued to rise as a result of the increased health awareness of parents and the recommendations of paediatricians and retail pharmacists.

Grocery retailers loses further ground to chemists/pharmacies and e-commerce

2019 saw supermarkets and hypermarkets continue to lose ground in the retail distribution of baby and child-specific products. The retail channels benefiting from the current distribution trends are chemists/pharmacies and e-commerce.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is in line with the expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

Baby wipes was the big winner from the COVID-19 situation of all the categories within baby and child-specific products. Sales of baby wipes are slated to increase robustly over the course of 2020 as many people see baby wipes as very useful items at a time of enhanced focus on personal hygiene.

Recovery and opportunities

Positive growth is expected to continue being seen in baby and child-percent product over the forecast period. With the COVID-19 pandemic situation having little direct effect on sales in the category, the positive sales growth seen in the category towards the end of the review period has not been interrupted.

Files are delivered directly into your account within a few minutes of purchase.