Baby and Child-Specific Products in Singapore

PROSPECTS

Category faces shrinking consumer base

Singapore continues to struggle with a low fertility rate, with the total fertility rate dropping to 1.16 in 2017, making it the lowest figure since 2010.

Rising interest in natural and organic products

The ongoing health and wellness trend has had a positive impact on baby and child-specific products. Parents in Singapore are precautious when it comes to the health and wellbeing of their children and are thus seeking to purchase natural and organic products which are perceived to be safer.

Consumers show greater concern for their children’s skin

Baby and child-specific sun care is projected to be one the most dynamic categories in value terms at constant 2017 prices over the forecast period. As the number of skin cancer cases has increased in Singapore in recent years, parents have become very conscious about the damaging effects of exposure to the sun.

COMPETITIVE LANDSCAPE

Johnson & Johnson leads the category

Johnson & Johnson holds a strong lead in baby and child specific products through its popular Johnson’s Baby brand. Additionally, in 2017 it launched Active Kids’ shampoo and conditioner under its Johnson’s Kids brand, which had seen its value share decline over the review period.

Calornia Baby finds success with safe and innovative products

Honky Tots Inc’s California Baby brand was the most dynamic of the leading players in baby and child-specific products in 2017, with it climbing from ninth place in the rankings to fifth. The brand’s products meet with the key trends towards natural and safer options, with it using natural and organic ingredients which are not tested on animals, are allergy tested and do not contain any harsh chemicals.

Internet retailing continues to gain ground

Internet retailing continues to gain ground in Singapore, with parents inclined to purchase baby and child-specific products online due to the convenience it provides. Furthermore, online retailers often conduct exclusive promotions to encourage consumers to make a purchase.

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