In 2020, baby wipes continued to account for the highest proportion of overall value sales in baby and child-specific products in the United Arab Emirates. The heightened vigilance around hygiene saw increased appeal of these products due to the convenience they afford.
Dermo-positioned baby and child-specific products, often sold in pharmacies, are rising in demand, as innovation grows in this space. Dermatologists and family doctors often recommend these products to parents, which is a major factor in their appeal.
Prompted by the pandemic, many leading store-based retailers have started online operations, with Carrefour and some of the leading local chains of chemists/pharmacies for instance offering click-and-collect services. Recent years have seen e-commerce emerge strongly as a distribution channel, as consumers utilise the convenience that online ordering and home delivery represent.
There has been rapid growth in products in the United Arab Emirates with natural or organic claims, particularly in baby and child-care categories, since children tend to have more sensitive and tender skin when compared to adults. Such claims have been growing in prominence in the sun care and skin care categories especially.
During the forecast period, growth is expected to be fuelled by innovation, with more natural and organic certifications among the most important emerging demand factors in the category. For example, Pampers Aqua Pure is a popular baby wipes brand due to its alcohol-free nature and the fact that it is made with organic cotton.
The pandemic has tended to benefit more well-known brands, especially as sales increasingly shift online. Additionally, the bigger name brands are able to benefit from bundling promotions and discounting.
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This report originates from Passport, our Baby Care research and analysis database.
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