The total number of births to the end of October 2021 in Taiwan reached 125,636, a decrease of 7,410 compared to the same period the previous year. In 2020, the number of deaths exceeded the number of new borns for the first time in Taiwan, officially entering negative population growth, while the number of births was lower than the number of deaths each month from January 2021.
The distribution of baby and child-specific products is fairly different from other daily necessity products. Health and beauty specialist retailers was the most important channel for baby and child-specific products in 2021, accounting for 37% value share, followed by modern grocery retailers, offering convenience to parents when doing their general grocery shop, holding 28% value share.
The dryness of a baby’s skin can easily cause inflammation and chafing, so it must be properly moisturised with lotions to reduce this occurring. As a baby’s skin is more delicate, parents tend to choose baby-specific skin care products, and part of the purchasing decision involves consumers closely studying the ingredients used in formulations to avoid causing irritation, a process that can be overwhelming for new parents.
The fact that infants and toddlers grow up quickly means that many baby and child-specific products tend to only be used for a short period of time. Therefore, players are attempting to identify different strategies that would enable them to add value to the category.
Online shopping offers a convenient shopping experience and competitive prices, and has potential to gradually replace physical channels. E-commerce is also an attractive option for parents wanting to make bulk purchases due to the convenience of home delivery.
Young children are extremely active and like to explore and touch different objects and surfaces, which makes the likelihood of exposure to bacteria and viruses much greater, thereby providing a challenge to parents to ensure optimal hygiene. The pandemic has only served to heighten hygiene awareness among consumers, particularly parents of young children, and therefore they paid greater attention to cleanliness, especially at mealtimes, ensuring that hands and surfaces are free from dirt and germs.
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Baby Care
This report originates from Passport, our Baby Care research and analysis database.
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