Market Report, "Baby and Child-Specific Products in Colombia", published

Leveraging on increasing sophistication among consumers, greater segmentation of baby and child-specific products based on age, gender and socio-economic group, manufacturers of higher-end imported brands, such as Mustela, Burt's Bees, Palmer's and Babaria, are seeing growth opportunities supported by dynamic specialist beauty retailers (Fedco), specialist stores (Baby Ganga) and parapharmacies (Farmatodo and Locatel). Demographic changes are favouring sales of higher-end products. Consumers with higher disposable incomes and who are spending more on fewer children (based on declining birth rates) are seeking new and more sophisticated products besides traditional toiletries both for children and mothers. This is because the latter are seeking alternatives to treat stretch marks, skin reaffirmation and cracked nipples due to nursing. Mustela offers fairly sophisticated products, such as a moisturising cream, to deal with abrasions for the body as a whole and not just nappy/diaper rash. Babaria and Burt's Bees, as well as others, use naturalness claims to promote safer and softer products for babies and children.

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Competitive Landscape

Johnson & Johnson continues to be the undisputed leader in 2013 with its leading brands Johnson's Baby, Sundown and Desitin. The company introduced new developments in its hair care products with more options for detangling, dark hair, as well as traditional camomile baby and child-specific shampoo. Its slogan, "no more tears", has transcended across generations and is associated among consumers with quality and adequate products for babies and children. The company has also worked to leverage this recognition in its portfolio for adults comprised of products, such as Johnson & Johnson bar soap and Johnson & Johnson soft lotion.

Industry Prospects

The most renowned premium brands, such as Clarins and Clinique, are expected to be more active in products for mothers related with pregnancy and after giving birth, to deal with stretch mark prevention and treatment. Meanwhile, the higher end or premium brands in baby and child-specific care, such as Mustela and Burt's Bees, will definitely continue to have a presence in products for both mothers and babies and are likely to expand its consumer base over the forecast period. Growth will likely be constrained to a certain niche (clients of stores, such as Fedco, who have higher purchasing power), as those brands do not receive advertising by distributors and their availability will remain fairly limited. Some brand owners will start their own operations out of their distributors in order to expand their operations to other retailing channels.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Baby Care industry in Colombia with research from Euromonitor's team of in-country analysts.

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