Students aged 12 years and above were permitted to return to school in 2021 providing they had received their vaccine; however, the return of students aged below 12 was postponed until further notice. The Saudi government did start to vaccinate children aged 5-11 starting in December 2021, with this allowing this age group to finally return to school at the end of January 2022.
One of the most significant impacts of the pandemic on sales of baby and child-specific products has been the dramatic distribution shift towards e-commerce, with the online channel seeing its value share of distribution almost triple between 2019 and 2021. E-commerce proved particularly attractive to consumers seeking to buy these products in bulk.
Binzagr Lever Ltd (Unilever Arabia) launched its Dove Baby line in Saudi Arabia in 2021 which includes shampoo, head-toe wash, lotion, and baby wipes. The new range benefited from heavy investment in marketing during the year with the company using promotional offers in different distribution channels to help build awareness and drive demand.
The harsh weather conditions in Saudi Arabia, concerns over the spread of diseases and viruses, and with it an increased focus on personal health and hygiene is all expected to continue supporting growth in the category. Consumers are becoming more aware of the benefits of using baby and child-specific products rather than standard products designed for the whole family and this is also helping to fuel growth.
Higher employment rates among Saudis, particularly women, as part of the government’s Vision 2030 programme are expected to result in increased household disposable income, leading to increased demand for premium baby and child- specific products. Meanwhile, the government is planning to introduce a US-style green card immigration programme, which may lead to increased volume demand for baby and child-specific products from expatriate families.
Chemists/pharmacies and drugstores/parapharmacies are expected to remain important distribution channels for baby and child-specific products over the forecast period, with these stores benefiting from the trust of parents. These channels should also continue to benefit from the availability of a wide variety of products in their outlets, ongoing promotional campaigns, loyalty programmes, and the development of e-commerce.
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Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.See All of Our Definitions
This report originates from Passport, our Baby Care research and analysis database.
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