Word of mouth and family recommendations are a strong influence on purchases of baby and child-specific products. Unlike other categories of beauty and personal care, where consumers have been trading down and seeking more affordable alternatives given the current economic conditions, this trend has not been as evident in baby and child-specific products.
Products targeting babies and children have seen resilience in South Africa across multiple industries. In apparel, childrenswear was one of the most resilient categories, with this trend expanding to beauty and personal care as local parents prioritise their children’s needs despite facing increased economic hardship.
As the pandemic hit, local consumers sheltered at home to reduce their risk of exposure to the virus. For parents with young children and babies, keeping them safe was extremely important.
Throughout the pandemic and across multiple industries, baby and child-specific products has remained resilient. The resilience of these products in comparison to other categories has meant that they have received a significant amount of attention from brands and retailers.
During the pandemic, consumers sought to risk their exposure to the virus by remaining at home. Parents with babies and small children are often more cautious as falling ill means putting the baby at increased risk of infection.
The decline in disposable incomes as a result of the pandemic and government restrictions have affected many consumers and their households. As a result, South Africans have increasingly opted to seek pricing discounts and promotional offers rather than trading down in quality when it comes to baby and child-specific products.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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