Baby and Child-Specific Products in South Africa

PRE-COVID-19 PERFORMANCE

Consumers value quality, but a move to private label is seen due to cost concerns

Baby and child-specific products continued to see strong current value growth in 2019. The population aged 0-11 continued to grow, which helped to maintain a dynamic performance.

A move towards natural ingredients, but organic products are expensive for locals

Due to the importance of safety when it comes to baby and child-specific products, an increasing number of parents are looking for products which will be beneficial to their babies’ skin over the long-term. As such, they are demanding products containing natural ingredients.

Johnson & Johnson maintains its lead despite launches from other multinationals

Johnson & Johnson maintained its strong lead in baby and child-specific products in value terms in 2019, with its well-known Johnson's Baby brand. It was followed by Tiger Consumer Brands with Elizabeth Anne’s.

2020 AND BEYOND

COVID-19 impact

Baby and child-specific products is now expected to grow by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019, before the spread of COVID-19.

Affected products within baby and child-specific products

Products which parents consider to be essentials, such as baby bar soap and baby lotion, are expected to see strong demand in 2020. These products are important for hygiene and skin health, which is considered increasingly important in light of COVID-19.

Recovery and opportunities

COVID-19 is expected to have only a small direct impact on sales of baby and child-specific products in 2020. The economic impact of the virus is expected to last longer, but as the country gradually recovers from the impact of measures taken to control the spread of the virus on the economy, the category is set to see a rising rate of current value growth over the forecast period.

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