South Africans are relatively brand loyal when it comes to baby and child-specific toiletries, because they usually know what products and brands work best for their children’s skin. Consumers who have babies are very reluctant to change from specific brands and products out of concern for their young children’s delicate skin.
As consumers struggled with the increased cost of living in South Africa at the end of the review period, some were forced to rely on more affordable options of baby and child-specific products, despite the generally lower likelihood of trading down in this category. Thus, some turned to private label options, offering more competitive prices.
South Africans have become extremely strategic in terms of where they shop for baby and child-specific products. For example, they often compare the prices of baby and child-specific toiletries on Takealot’s e-commerce platform, and search for special offers across various websites versus offline channels such as drugstores, including Clicks and Dischem, before making their final purchasing decision.
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Understand the latest market trends and future growth opportunities for the Baby and Child-specific Products industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Baby and Child-specific Products
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See All of Our DefinitionsThis report originates from Passport, our Baby and Child-specific Products research and analysis database.
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