Baby and child-specific products are seen as essential by parents, as they want to give the best to their children. However, the difficult economic situation due to COVID-19 in 2020 led some consumers to trade down to more affordable brands.
The use of baby wipes is not restricted only to babies and young children. These products are also used as hand wipes, and facial wipes to remove make-up by adults of all ages.
Whilst overall baby and child-specific products performed well in light of the current pandemic, not all categories experienced the same kind of growth. Categories such as baby and child-specific hair care and skin care experienced slower growth, as consumers moved away from specialised products to more generic ones.
As families get smaller and more women join the workforce, the disposable income of family units will be relatively higher than in the past, when only one parent was the breadwinner. As families now have fewer children, they are more focused on providing the best for their children, be it in terms of education or daily-use items, including baby and child-specific products.
Baby and child-specific products is dominated by international brands, although over the last couple of years private label lines from players such as Clicks slowly started to eat away at the shares of established players. In addition, the rise of e-commerce in 2020 led to more exposure for brands and products within the category, especially with regard to niche local brands which previously did not have much coverage, as priority shelf space was provided to heritage brands.
However, big players such as the leader Johnson & Johnson are well-respected locally, with brands such as Johnson’s Baby having been used across multiple generations, which is expected to maintain their lead. Their established foothold in the market provides them with resilience in tough times.
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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.
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Baby Care
This report originates from Passport, our Baby Care research and analysis database.
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