Baby and Child-Specific Products in the United Arab Emirates

PROSPECTS

Many new-born ranges are launched in 2018

Building on trends witnessed the previous year, 2018 saw the launch of many new-born ranges, such as the Fifi & Friends new collection of natural, hypoallergenic bath and body baby products. One of its most popular products is its organic aloe vera-infused wipes, which have been widely featured on local and regional blogs.

Recommendations from professionals drive sales

As parents are concerned about their babies’ sensitive skin, doctors’ recommendations play a major role in this category in the United Arab Emirates. Through medical consultations, parents gain a greater understanding that the nature of babies’ skin is different; for instance, the ratio of skin surface area to body volume is significantly higher than in adults, and they need particular care because they do not have a natural acid mantle.

Convenience drives sales of baby wipes

The trend of having children later in life means that many parents in the United Arab Emirates, especially expatriates, are already in the throes of busy careers when they embark on parenthood. Whilst they may lack time, they tend to have more discretionary income, and are willing to invest in their babies’ health and wellbeing; this is one factor which may fuel sales of more expensive organic products.

COMPETITIVE LANDSCAPE

Johnson & Johnson leads despite controversy

Multinationals lead baby and child-specific products due to their greater market penetration. Johnson & Johnson Middle East was the strongest player in value terms in 2018, owing partly to its strong brand awareness in the region; it is well-known for its baby products.

Increasing fragmentation in baby and child-specific products

The value share of small players, included under “others”, increased strongly in 2018. This was partly due to the problems experienced by Johnson & Johnson Middle East, as described above, and partly due to increasing interest in niche brands.

The rise of millennial “mommy microbloggers”

Aside from friends and family and doctors, more and more mothers are looking to social media for parental advice and information. Unsurprisingly, as in other categories, social media is fuelling sales.

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