Baby and Child-Specific Products in Taiwan

PROSPECTS

Premiumisation of baby and child-specific products drives category growth

Despite contractions in the number of newborn babies in Taiwan in recent years, baby and child-specific products continued to record steady growth in 2018 due to product premiumisation. In Taiwan, the average age when women have their first child is rising rapidly as married couples tend to have babies only after they are certain they can provide their children with a good quality of life.

Rising demand for products segmented around age group and skin type

As child care awareness and knowledge among parents is advancing, products simply labelled as “child-specific” are no longer satisfying their demands. Instead, they are now demanding baby and child-specific products that are specifically designed for their baby’s age group or even their skin condition.

Growing popularity of baby and child-specific products with natural ingredients

The concept of using natural ingredients in skin care is reaching maturity as consumers are looking for products that are safe to use and healthy. Players in baby and child-specific products are increasingly launching herbal or plant-based products to cater to parents’ demand for natural products for their offspring.

COMPETITIVE LANDSCAPE

Johnson & Johnson retains lead though share stagnates

Johnson & Johnson, which retained the top spot in baby and child-specific products in 2018, nevertheless experienced further stagnation in its category share due to strong competition from other brands. In Taiwan, Johnson’s Baby products are not only used by children but are also widely consumed by adults.

Brands target expectant parents to build early loyalty and boost brand share

For modern parents, having a baby is a journey starting from pregnancy to child care with more parents paying attention to maternity care. Expectant mothers usually start taking health supplements before becoming pregnant or in the early stages of their pregnancy and apply treatments to prevent stretch marks or soothe discomfort while pregnant.

Limited share of private label as parents seek comfort in brand kudos

During 2018, private label continued to hold a limited share in baby and child-specific products. Despite their significantly cheaper prices compared to the leading brands in the category, these products remain fairly unattractive to parents.

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