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Strategy Briefing

Baby Bloom or Baby Gloom: Prospects and Challenges in Baby and Child-specific Products

44 pages, Sep 2014

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Baby and child-specific products was the second fastest growing category in total beauty and personal care in 2013. It remains something of a niche in an ageing world. Disposable incomes are rising while birth rates are falling and women are giving birth later, creating a challenging environment for manufacturers of baby and child-specific products. Opportunities remain in baby and child-specific skin care, but availability and awareness remain issues in emerging markets.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Baby and child-specific products grow strongly

In 2013, baby and child-specific products was the second fastest growing category in total beauty and personal care. Only deodorants registered faster growth. In current terms the 7% growth was largely due to Brazil and China.

Low birth rates create a challenging environment

Despite its rapid growth the category still represents only 3% of the total beauty and personal care market. Low birth rates across both emerging and developed countries will impact future growth. Encouraging government schemes in countries like Germany and Russia are however, expected to boost spending on baby and child-specific products.

Asia Pacific and Latin America shape future potential

While growth in baby and child-specific products has been sustained across all regions, China and Brazil will generate 66% of the total absolute growth between 2013 and 2018. China’s change in one-child policy to boost the category China is expected to contribute US$1.5 billion to baby and child-specific products' US$3.5 billion absolute growth between 2013 and 2018. Recent changes in legislation allowing families where one parent is a single child to have two children may accelerate growth further.

Turkey, Russia and Saudi Arabia – the next frontier Beyond China and Brazil, Turkey, Russia and Saudi Arabia are emerging as the next growth frontiers, with rising disposable incomes boosting demand and per capita spending.

Local players present challenges for global leaders

While Johnson & Johnson’s global lead is undisputed, local competition in Brazil and China has presented certain challenges. The company trails behind local company Natura in Brazil, while in China regional player Pigeon and local player Prince Frog have been gaining share.

Premiumisation provides opportunity

While private label remains important in baby and child-specific products, with over 11% of the market, lower birth rates and thus lower volumes, increases the need for higher margins. Premiumisation and even luxury is a niche that is growing in baby care, echoing childrenswear, where luxury and premium brands are expanding to baby lines. The rise of the “mini me” phenomenon combined with increasing disposable incomes, indicate that China, Turkey, Russia, UAE and Saudi Arabia are promising markets for premium brands.

Local brands rise in emerging markets

Johnson & Johnson remains the leading player globally in baby and child-specific products. However, perceptions of local brands are changing and regional players, like Pigeon in Asia Pacific, and local ones, such as Natura in Brazil, Prince Frog in China and Green Finger in South Korea, are shaking up the competitive landscape, with Johnson & Johnson having to work harder to maintain its market leadership.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Key findings

Baby and Child-specific Products Overview

Baby and child-specific p roducts continue to grow…

…But the category remains a niche within total beauty

Baby wipes dominate; baby and child-specific skin care blooms

Key Industry Geographical Hotspots

Women’s empowerment results in lower birth rates

L ow global fertility rates: One of the industry’s main challenges

Emerging markets surge ahead in baby and child-specific products

Supermarkets/hypermarkets dominate across regions

India, Indonesia and Philippines: Asia Pacific’s promising markets

Asia Pacific: Skin care dominates while wipes thrive

China’s relaxation of the one-child policy should boost industry

Latin America: S trong growth frontier for baby and child-specific products

Brazilians expected to be spending over US$75 per child in 2018

Western Europe: The home of the biggest per child spenders

Postponing motherhood leads to higher spending per child

Turkey, Russia and Saudi Arabia: The next growth frontiers

The Competitive Playground

Johnson & Johnson Inc loses ground

Parents choose local players in fast-growing markets

Key innovation hotspots within baby and child-specific products

Organic offerings drive innovation in mature markets

Fun and health dominate innovation in the US

Product segmentation leads innovation in China

Key Opportunities for Growth

Future drivers in baby and child-specific products

Demand for gentle formulations favours natural baby skin care

Baby fragrances: A niche sub-category

Opportunities for premium baby care in emerging markets

Internet retailing: The fastest growing channel in all regions

Private label remains concentrated in baby wipes

Major Category Highlights

Baby toiletries maintain the strongest growth in the industry

Adult market used to identify future potential in the industry

Baby wipes: A multipurpose sub-category

Summary 1 Recommendations

Key demand factors affecting the market for the future

Future growth trends in baby and child-specific products

Key geographical highlights to 2018

Opportunities and recommendations

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Megatrends

Strategy Briefing

Baby Bloom or Baby Gloom: Prospects and Challenges in Baby and Child-specific Products

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Baby and child-specific products grow strongly

Low birth rates create a challenging environment

Asia Pacific and Latin America shape future potential

Local players present challenges for global leaders

Premiumisation provides opportunity

Local brands rise in emerging markets

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Baby and Child-specific Products Overview

Baby and child-specific p roducts continue to grow…

…But the category remains a niche within total beauty

Baby wipes dominate; baby and child-specific skin care blooms

Key Industry Geographical Hotspots

Women’s empowerment results in lower birth rates

L ow global fertility rates: One of the industry’s main challenges

Emerging markets surge ahead in baby and child-specific products

Supermarkets/hypermarkets dominate across regions

India, Indonesia and Philippines: Asia Pacific’s promising markets

Asia Pacific: Skin care dominates while wipes thrive

China’s relaxation of the one-child policy should boost industry

Latin America: S trong growth frontier for baby and child-specific products

Brazilians expected to be spending over US$75 per child in 2018

Western Europe: The home of the biggest per child spenders

Postponing motherhood leads to higher spending per child

Turkey, Russia and Saudi Arabia: The next growth frontiers

The Competitive Playground

Johnson & Johnson Inc loses ground

Parents choose local players in fast-growing markets

Key innovation hotspots within baby and child-specific products

Organic offerings drive innovation in mature markets

Fun and health dominate innovation in the US

Product segmentation leads innovation in China

Key Opportunities for Growth

Future drivers in baby and child-specific products

Demand for gentle formulations favours natural baby skin care

Baby fragrances: A niche sub-category

Opportunities for premium baby care in emerging markets

Internet retailing: The fastest growing channel in all regions

Private label remains concentrated in baby wipes

Major Category Highlights

Baby toiletries maintain the strongest growth in the industry

Adult market used to identify future potential in the industry

Baby wipes: A multipurpose sub-category

Summary 1 Recommendations

Key demand factors affecting the market for the future

Future growth trends in baby and child-specific products

Key geographical highlights to 2018

Opportunities and recommendations

Why buy this report?

Want to find out more about this report?

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