Increasing concerns over the chemical ingredients that are used in the manufacture of most beauty and personal care products, including the majority of baby and child-specific products, have resulted in many consumers becoming more willing to abandon their long-term favourite brands in favour of more natural and organic brands. The increasingly positive attitudes of Thai people towards natural and organic baby and child-specific products place them far ahead of the populations of the region’s other developing countries such as Indonesia and in fact closer to the APAC average.
Baby and child-specific toiletries remains a category with a lot of growth potential and many of these products are considered to be among the most basic and essential for looking after babies and young children. The category registered strong growth again in 2018 as more Thai parents chose specific products for washing their babies, rather than using the same toiletries that the rest of the family uses.
Advertising campaigns featuring the endorsement of celebrities and their babies continued to play an important role in strengthening awareness of existing products and new launches in the category in 2018. Many of the category’s leading brands continue to employ local celebrities who have babies to represent their products and advocate for their use.
Johnson & Johnson remains the leading player in baby and child-specific products and this is mainly due to the very strong position of the Johnson’s Baby brand in several categories, including baby wipes, baby and child-specific hair care and baby and child-specific toiletries. One reason for Johnson & Johnson’s strong position is that it is always abreast of the latest trends in the category.
With the competitive environment in baby and child-specific products increasingly favourable for smaller companies with lesser-known brands, local players are seeking to make their mark in the category. 2018 thus saw the launch of numerous new products from local companies, some of which are performing very well.
2018 saw local player Osotspa expand the distribution of its baby and child-specific products to include online channels. In particular, the company is making use of Shopee to access to wider pool of consumers and offer more convenience to consumers in the hope that they will begin to use its products.
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This industry report originates from Passport, our Beauty and Personal Care market research database.