Prior to the announcement of a lockdown in the Philippines as the pandemic gained momentum, local consumers were seen to panic buy essential products for their children, leading to a supply shortage in some retailers. Following the initial stage of the lockdown, the government was forced to issue a directive with consumers only permitted to purchase a maximum of five of any one type of product in store-based retailers, with many parents prioritising their children’s welfare over their own luxuries.
Baby and child-specific skin care remained a notable category overall in 2020, with demand rising following several undynamic years. This is likely to be linked to a significant decline in the average unit price which dragged down value sales and drove up volume growth during the year.
Johnson & Johnson retained its convincing lead of baby and child-specific products in 2020, although it continued to lose value share across several categories following a series of legal cases involving the presence of asbestos in its talc-based products, including its baby powder, over the review period. Nevertheless, many Filipino consumers are brand loyal, and Johnson's Baby has a long-standing and trusted position in the market with this brand loyalty being passed down from generation to generation.
Ongoing restrictions in the country heading into the forecast period and the government’s announcement of its intention to postpone a dry run of face-to-face lessons in schools earlier in the year could result in sluggish recovery for some areas of baby and child-specific products in the first half of 2021 due to the home seclusion trend.
Despite an overall declining trend in birth rates in the Philippines over the review period, the country is expecting a baby boom in 2021 with many women unable to access birth control due to the lockdown and ongoing restrictions. This will be another, if not short-term, supporting factor for baby and child-specific products’ rapid recovery in terms of demand, and in particular baby wipes with the latter predicted to record the strongest volume growth rate over the forecast period.
Despite the overall positive outlook for the category, value sales (at constant 2020 prices) are predicted to take longer to recover and are not expected to return to pre-pandemic levels until 2023 due to lingering price sensitivity amongst some parents. Nevertheless, as their confidence returns in line with economic growth, they are more likely to be willing to invest in their children through the purchase of better quality products.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Care research and analysis database.
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