Baby and child-specific brands are targeting more specific consumer bases, segmenting their target user group. Brands used to launch products that covered babies and children of all ages, but have recently started narrowing down the target age group.
Premium baby and child-specific products maintained growth during the pandemic in 2020, whilst mass baby and child-specific products turned to decline. It was not only consumer loyalty to premium brands that supported growth, but also wide distribution.
Rather than purchasing in retail stores such as hypermarkets and drugstores/parapharmacies, busy parents are purchasing mid- to high-priced products online. “Made in Korea” is one of the important factors for parents, and social media is rising to be one of the important means of purchasing for these locally produced products.
Parents of babies and children with skin issues such as atopy use dermocosmetics products prescribed by doctors. These products, that are sold through prescription, use words like Rx, MD (Medical device), etc to indicate their professional and effective use.
Baby and child-specific sun care recorded current value declines in both 2020 and 2021, due to home seclusion and fewer outside activities during the pandemic. However, over the forecast period baby and child-specific sun care is expected to see growth, as outdoor activities will return, and awareness of the importance of sun care is growing amongst parents.
The low birth rate will remain an issue in baby and child-specific products. However, the category will continue to see a positive performance over the forecast period.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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