Mumbai: decreased population, as shown by the Fifth National Family Health Survey (NFHS) for 2019-21, it is impossible to have an impact on the baby care market in India.
While NFHs recently detailed how the total level of Indian fertility has dropped below 2.1 for the first time (2.1 to the level of benchmark replacement), factors such as maternal health, fertility, nutrition, women’s empowerment and digital absorption also have a direct impact on infants .
and maternal care markets.
For one, 70% of women now go for antenatal examination in the first trimester, which has increased significantly since 2015-2016 (around 59%), while 78% of women have postnatal care within 2 days after shipment.
The main segment of the baby care market – including toiletries, diapers, clothing and toys – said to grow 13-14% per year, with baby care makers expand their reach and improve their digital capabilities.
“India has the lowest consumption of baby care products and thus presents a lot of space for growth,” said Sakshi Mody, promoter Jl Morison (JLM).
“Similarly, the penetration of baby care products is also very low compared to countries such as China, Brazil and Russia.
So, there is plenty of space for growth – either through width expansion and depth,” said Mody, adding that India would remain in phase High growth for the baby care industry for 10 years.
Kimberly-Clark India MD Galak Dhar said, “While the current report shows that the country witnessed a decrease in population growth, there were significant opportunities for the growth of infant care markets that continued to increase and consumers exchanged in it set categories.
We believe that the baby’s care market Will continue to evolve.
“The growing population of developing women is said to be a large driver of the growth of the baby care category.
Furthermore, the digital revolution has become a growth enabler for the industry, with 33% of women (urban + rustic) and 52% of urban women who have internet access.
However, the woman’s population who worked took a little beating since the pandemic.
VP (Sales & Marketing JLM) Nitin Manchanda said, although this does not have a direct effect on the market, “We have seen several shifts occur from the premium segment to the mass segment, which seems temporary”.
He added, “Downtrading occurs in all categories when there is pressure on income and we have seen this happen in the baby care segment too.
The hypothesis is that the economy returns to its path, there will be a reversal in 2 to 3 quarters.” JLM, which operates in Bulk segments with dream baby Morisons brands have strengthened their distribution of more than 50% in the past 2 years.
“JLM products are available in 1 lakh outlet throughout India.
We continue our efforts in increasing our reach every year,” Mansanda said.
To increase category penetration, JLM has also launched a smaller additional package to spur higher trials.
Kimberly-Clark India also increases the digital ability to engage with consumers.
Dhar said the pandemic brought a wave of new awareness among parents who became more aware of meeting their baby’s needs, providing greater emphasis on comfort and comfort.
It also raises changes in shopping behavior, such as increasing dependence on online shopping.
“Consumers become more aware of the importance of health and hygiene and switching to trusted brands that can meet their needs.
There are growth in various segments in the category of baby care and Huggies having a broad portfolio, serving various consumer needs, price points, and sizes to meet expectations Consumers in this segment, “Dhar said.
Over the past two years, with restrictions on travel to be played and people spend more time at home, Dhar said there had been significant changes in consumer purchasing behavior, with accelerated online shopping adoption.
“In parallel, social media has become a major involvement platform for our target audience where new age parents seek information that is reduced by baby care and care.
We realize the need to create relevant consumer experiences using these platforms and have designed social media campaigns Strong, as well as fake partnerships to engage and stay connected with our customers, “Dhar said.
According to NFHS, the number of women who are currently married that usually participate in decisions such as those related to personal health care or household purchases have edged up to around 89% in 2019-20 from 84% in 2015-2016.