Baby, maternity products enjoy booming sales in Asean

A young demographics and higher fertility rates across most of the Association of Southeast Asian Nations (Asean) are boosting sales of baby and maternity products, according to a new report from HKTDC Research. 

The report said sales are being driven by time pressure, modern lifestyles, and changing social habits, which are pushing consumers to value convenience, such as preferring baby wipes over traditional cleaning methods. 

Rising concern about babies’ health, nutrition and hygiene is giving impetus to the launch of products such as natural and hypoallergenic skin care for mother and baby, toiletries that are chemical-free, and organic baby clothing.

The increasing number of women seeking employment is another sales driver. Pregnant women in Asean are also willing to spend more for products that ensure their own comfort and wellbeing, and the health of their baby during pregnancy and beyond. There is also growing demand for more stylish and elegant maternity wear for the workplace.

The report identifies a number of key trends in baby and maternity products market in the Asean. 

As per capita incomes and living standards in the region improve, there is growing demand for high-quality consumer goods that nonetheless offer the best value for money. Middle-class consumers are willing to pay a premium for trusted brands while the lower-level income groups are more price conscious. 

Consumers tend to spend more when there is a big sale. Younger parents are keen to buy the best products for their children, but they tend to search for good deals and product information online, try different products, and then select products that offer the best value for money. 

Cosmetics and toiletries make up a large share of the mother and baby market, with sales of skin care, hair care, and sun-care protection products growing at a steady pace. Cosmetics which help to nourish infant skin and combat swelling, itching, rashes and inflammations, and which possess antibacterial, antifungal, and antimicrobial characteristics, are also valued by today’s parents. 

Also offering tremendous business potential are baby strollers. Contemporary parents are keen to acquire the latest model, especially ones that not only offer stylish innovation and convenience, but are also of high quality and provide safety and comfort to their babies.

A second notable trend is the growing focus on health and wellness, fanned by social media, especially lifestyle sites multiplying through the blogosphere, noted the report. 

“As a result, millennial parents are prepared to spend much on products that ensure their children live healthy lives, such as specially formulated skin care products, products with fewer chemical ingredients, and products with a natural, organic, wholesome image,” said the report.

Parents are also more inclined to buy organic clothing for their children, believing it is a safer choice for babies’ sensitive skin. Organic textiles are particularly popular with parents whose infants have skin allergies, sensitivities or intolerances.

Millennial parents are also increasingly aware of potentially hazardous chemicals in food contact materials which can migrate into food and drink. They are willing to pay a premium for articles in contact with infant food, such as baby bottles, reusable water bottles, baby forks, baby spoons and utensils that meet international food testing standards.

A third major trend is the rise of “baby tech.” As more women join the workforce, baby-related technology is increasingly used for monitoring infants at a distance, using the latest facial recognition tools and artificial intelligence software. 

Another piece of baby tech, wearable baby monitors, allow parents to monitor real-time data about their baby’s breathing, sleep activity, body position, heart rate, skin temperature, and even oxygen levels via their smartphone or tablet. These products come in various guises, including socks, one-piece bodysuits, and detachable clips or snaps.

A whole industry has emerged to support breastfeeding working mothers. There are plenty of breastfeeding products, supplies and accessories available, such as supportive maternity bras, breast vests, nursing pads, nursing pillows, nursing cover-ups, nipple cream or balm, electric breast pumps, breast milk storage bags, and breast compresses. – 

Source: Philexport News & Features