The onset of COVID-19 led to an increased focus on preventive health among parents, leading to a general unwillingness among parents to compromise in terms of the quality of their baby and child-specific products. With a desire to maintain good levels of hygiene and cleanliness, this benefited product categories such as baby wipes and baby and child-specific toiletries.
Baby and child-specific sun care saw a marked downturn in demand during 2020, predominantly due to the home seclusion created by COVID-19, with outdoor activities reduced and more time being spent indoors. This was particularly evident during the two-month long Circuit Breaker lockdown from April to June, when all non-essential businesses and services ceased to operate, and all Singaporeans were advised to stay indoors.
According to research carried out by the Ministry of Social and Family Development, 60% of married individuals surveyed said they would delay their plans to have a baby as they were uncertain about the COVID-19 situation. As a means to help alleviate the cost of raising a child during the pandemic, the Singapore government provided additional support schemes, including a Baby Support Grant in October 2020.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Care research and analysis database.
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