Baby and Child-Specific Products in Saudi Arabia

PROSPECTS

Pharma/therapeutic baby and child-specific brands continue to evolve

The influence of paediatricians and pharmacists and word-of-mouth recommendations are encouraging an ongoing shift towards pharma/therapeutic brands in baby and child-specific products. Moreover, wider availability through distribution channels and constant promotional campaigns have encouraged consumers to try such products.

Strongest growth in baby and child-specific toiletries

Baby and child-specific toiletries, including bath and shower products and baby fragrances, witnessed the highest growth in the Saudi market at the end of the review period due to continuous new product developments and launches by leading baby and child-specific products brands. The ongoing increase in health-awareness is resulting in more rigorous hygiene practices and habits in Saudi Arabia.

Baby and child-specific products continues to see prices rise

From 1 January 2018, a 5% Value Added Tax was imposed on all goods and services, impacting all beauty and personal care unit prices. In addition, the unit price of baby and child-specific products is being driven up by the emergence of pharma/therapeutic brands in the Saudi market, especially as mass baby and child-specific brands dominate the market.

COMPETITIVE LANDSCAPE

Johnson & Johnson Consumer Saudi Arabia retains lead

Johnson & Johnson Consumer Saudi Arabia Ltd’s flagship brand, Johnson’s, retained the lead in baby and child-specific products in 2018 despite fierce competition. Johnson’s extensive range of baby and child-specific products, variety of pack sizes and formats, reasonable price, extensive distribution across channels, and marketing campaigns all contribute to its success.

Supermarkets remains the largest distribution channel

Supermarkets, which includes Panda, Danube, Al Raya, Manuel Market, Tamimi Markets, Abdullah AlOthaim Markets and many more, remains the leading distribution channel for baby and child-specific products, followed by chemists/pharmacies and hypermarkets. Supermarkets’ strength is mainly due to its high number of outlets.

Baby and child-specific products multipacks and gift boxes continue to emerge

Multipacks and gift boxes continue to emerge in baby and child-specific products in the Saudi market, driven by brands like Johnson’s, Nunu, Himalaya Herbals, Mustela, QV and private label lines like Gamar. Baby and child-specific brands are investing in these value pack sizes as part of their promotional strategies.

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