Baby and Child-Specific Products in Taiwan

PRE-COVID-19 PERFORMANCE

Consumers show willingness to invest in natural and premium lines in 2019

Despite Taiwan’s birth rate continuing to fall in 2019, baby and child-specific products continued to record steady current value growth in 2019 with this being largely due to product premiumisation. In Taiwan, the average age that women have their first child is rising rapidly as couples are delaying starting a family until they are certain they can provide their children with a good quality of life.

Natural claims find favour with parents

Players operating within baby and child-specific products are increasingly launching herbal or plant-based products to cater to the strong demand for natural products for their offspring. For instance, local brand, Nac Nac introduced a herbal range of baby and child-specific toiletries products during the review period in powder and lotion formats which contain orange daylily and Sclerocarya Birrea Seed oil, adding these to its original milk-and-oats products.

Johnson & Johnson retains lead in 2019 but faces mounting challenge from more specialised products

Johnson & Johnson retained the top spot in baby and child-specific products in 2019, but it continued to lose share with new players investing in the market. In Taiwan, Johnson’s Baby products are not only used by children but are also widely consumed by adults.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to only a slight 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

Concerned about the possible spread of COVID-19 parents have been at pains to ensure they regularly clean their children, with this providing a boost to baby and child-specific toiletries as well as baby wipes, with the latter being particularly suitable for on-the-go usage. Some products are expected to see a slight downturn in sales, such as baby and child-specific sun care, by virtue of the fact that children have been spending less time outdoors.

Recovery and opportunities

Taiwan’s birth rate is projected to continue declining over the forecast period and this is likely to take its toll on volume sales, with fewer children and babies meaning falling demand. Nevertheless, in value terms at 2019 constant prices, the category is projected to see stronger growth than that seen over the review period.

Files are delivered directly into your account within a few minutes of purchase.