Baby and Child-Specific Products in Thailand

PROSPECTS

Organic/natural and mild formulas drive performance

Thai parents are becoming increasingly sophisticated in selecting products for their babies. They are showing high interest in mild and natural formulas with the perception that these are gentler on children’s skin.

Baby and child-specific toiletries sees dynamic growth

Baby and child-specific toiletries has a lot of potential, with these products considered to be the most basic and essential for babies. Parents tend to enjoy choosing favourable variants for their babies.

Parents being influenced by celebrity babies

Advertisements and brand endorsements play an important role for strengthening brand awareness and new launches. Leading brands employ local celebrity babies to represent or advocate their products.

COMPETITIVE LANDSCAPE

Johnson & Johnson (Thailand) Ltd maintains its leadership

Johnson & Johnson continued to lead baby and child-specific products through its strong brand awareness, constant new launches, wide product availability and powerful promotional strategies. In 2017, the company launched Johnson Baby Bath Peach formula, and Disney Frozen limited edition for Johnson's Active Kids Shiny Drops shampoos and conditioners.

Osotspa Co Ltd is an active player offering Babi Mild

Babi Mild by Osotspa Co Ltd is another active brand with new launches and a series of marketing activities. Thai parents tend to associate the brand with gentleness and it has a mid-priced positioning.

Local and international natural/organic brands gain greater visibility

Growing demand for natural and organic child-specific products is promising. There are certain local brands aggressively driving sales and gaining in popularity among Thai parents.

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