The baby hygiene market in India is still in its nascent stage due to the presence of limited number of organized players in this market. In addition to this, the low penetration rate of baby products coupled with cheap available substitutes has resulted into lower growth during this period. In addition to number of new born children, per capital income and participation of women in the workforce is also expected to influence expenditure on baby hygiene products. During this period, higher sales revenue from baby diapers, skin and body care products assisted the market in achieving positive growth.
Penetration of the e-commerce industry during this period has boosted the growth in sales for baby care products as it gave pregnant mothers the ability to shop for a wide variety of products from the convenience of their home. In addition to this, the rising disposable income, increase in live births, rising literacy rate and changing taste and preferences towards purchasing quality products had complimented the growth in revenues of baby hygiene products.
Sanitary care products include baby diapers, baby wipes, cotton balls, detergents and disinfectants. However, this segment has been fueled by the growth in baby diapers. The primary factor driving this segment is the increased disposable income of families coupled with the increased hygiene awareness among mothers.
Skin and body care products include powder, lotion and creams, soap, massage oil and fragrances. This segment is expected to grow due to the increased demand for baby powder, soaps and baby massage oil.
The main products that fall under this segment are hair oil and shampoo. However, baby shampoo will continue to fuel growth of this segment. Baby hair oil is an essential product for baby care but the high replacement demand and price for shampoo has caused the latter to contribute more to revenues during of the hair care segment during the review period.
Firstcry is Asia’s largest portal for online baby and kid’s products with over two lakh baby items from two thousand international and Indian brands including Pampers, Farlin, Hotwheels, Mee Mee, Disney, Mattel, Ben10 and others.
Sebapharma GmbH & Co. KG, which was founded in 1983, is the sales company for Sebamat GmbH, Herzpunkt Pharma GmbH, and Maurer Pharma GmbH. Due to its renowned brand Sebamed, the company has operated successfully as a competent, innovative and performance-oriented enterprise.
Chicco is present in 40 exclusive business outlets and shop-in-shops. The company has decided to use the premium positioning that Chicco enjoys worldwide. Thus, it has been careful about retail expansion and selecting places where they want the brand’s presence without compromising on price points.
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Ankur Gupta, Head Marketing & Communications