Baby and Child-Specific Products in South Korea

PRE-COVID-19 PERFORMANCE

Baby and child-specific products are used by the entire family, packaging increasingly designed to appeal to wider groups

In 2019, baby and child-specific skin care demonstrated continued growth. Not only were these products used by children, but by all family members.

New products target mothers and children in 2019

Yuhan Kimberly Co Ltd continued to lead with the Green Finger brand. In 2019, the brand was already established as a leading brand, and its products enjoyed steady sales.

Baby wipes popular due to versatility, although chemical content is a concern for some

Baby wipes brands held high-ranking positions in 2019. This supported growth despite the country’s low birth rate.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 3% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 2% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within baby and child-specific products

In 2020 the category saw stockpiling and high demand in baby wipes, both for their intended use, and as alternatives for all-purpose wipe formats. Some stockpiling and bulk buying was evident, but lockdown meant than not all parents were buying products as they were not going outside the home.

Recovery and opportunities

An unwillingness among parents to reduce the quality of their children’s products, together with increased adult use of baby wipes, are expected in 2020. This is particularly in the context of additional health considerations of safeguarding children in times of uncertainty.

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