Baby and child-specific products saw a return to positive current value growth in 2021 nearly, but not quite, reaching the level of sales seen in the year before the outbreak of COVID-19. Growth was driven by the easing of restrictions imposed to curb the spread of the disease, though the failure to return to pre-pandemic levels resulted from the ongoing influence of COVID-19, as well as the fact that there was some stockpiling in the previous year that meant that some consumers already had stocks of baby and child-specific products to use up.
Across all baby and child-specific categories, products with naturally derived ingredients remained prevalent in 2021 due to rising health-consciousness amongst parents, with many exhibiting growing concern about both the short-term and long-term impact of exposure to artificial chemicals. In addition, there was strong demand for products such as Cetaphil, which were perceived to be more gentle, particularly for sensitive skin and conditions such as eczema.
Johnson & Johnson retained its convincing lead in baby and child-specific products in 2021. 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.
With COVID-19 restrictions eased, baby and child-specific products offers potential for further growth once consumer confidence returns and families spend greater periods of time outside of their home environment, including socialising. Baby and child-specific sun care is, therefore, predicted to exceed pre-pandemic levels in 2022 as children spend greater time outside, particularly as Filipino parents increasingly understand the importance of protecting their children’s sensitive skin from the sun’s harmful rays.
Due to the products’ relative affordability and, therefore, accessibility across most income groups, demand for baby wipes will be supported by the gradual return of parents to socialising outside of the home environment. Parents are therefore likely to carry baby wipes due to their convenience for on-the-go cleaning and hygiene practices, particularly as they are likely to remain cautious about the spreading of germs as a consequence of the COVID-19 crisis.
Despite the overall positive outlook for the baby and child-specific products category, growth will be constrained early in the forecast period by 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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Baby Care
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See All of Our DefinitionsThis report originates from Passport, our Baby Care research and analysis database.
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