Baby and Child-Specific Products in Saudi Arabia

PROSPECTS

Expats fee and declining birth rate impact baby and child-specific products

The expat fee of SAR1,200 per resident’s dependant, which became effective from 1 July 2017, is forcing many foreigners to send their dependants back to their home countries. Moreover, the declining birth rate in Saudi Arabia, due to the Saudisation programme, continues to encourage more women to join the workforce, affecting baby and child-specific products in volume terms in Saudi Arabia.

Nappy (diaper) rash treatments witnesses the highest growth

Nappy (diaper) rash treatments witnessed the highest growth within baby and child-specific products in 2017. Nowadays, nappy (diaper) rash treatments are becoming a necessity with every diaper change, endorsed by many paediatricians and pharmacists.

Dermocosmetics increase average unit price for baby and child-specific products

Dermocosmetics in baby and child-specific products are observing ongoing success in Saudi Arabia thanks to their ongoing promotional campaigns in chemists/pharmacies and drugstores/parapharmacies, as well as paediatrician and pharmacist recommendations. As a result, the high price of dermocosmetics in comparison to mass baby and child-specific products has increased overall average unit price.

COMPETITIVE LANDSCAPE

Johnson & Johnson Inc dominates baby and child-specific products

Johnson & Johnson Inc’s flagship brand Johnson’s dominates baby and child-specific products. Johnson’s extensive range of products in all baby and child-specific products subcategories and different pack sizes and formats as well as reasonable price contributed to the success.

Supermarkets continues to lead baby and child-specific products distribution

Supermarkets including Panda, Danube, Al Raya, Manuel Market, Tamimi Markets, Abdullah Al Othaim Markets, and many more continue leading baby and child-specific products mainly due to their high number of outlets followed by hypermarkets and chemists/pharmacies. While consumers find supermarkets and hypermarkets more convenient to purchase baby and child-specific products during their weekly or monthly grocery shopping especially due to ongoing promotions and deals, chemists/pharmacies on the other hand offer an extensive range of baby and child-specific products and benefit from providing dermocosmetics unlike other distribution channels.

Mothers are starting to prefer purchasing baby and child-specific products online

With ongoing increasing internet penetration in the Kingdom, many mothers are starting to find online retailing more convenient than other distribution channels when purchasing baby and child-specific products. Mothers are becoming more conscious about the benefits provided by internet retailers since they usually know the brand, product and quantity desired throughout a certain period of time.

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