South Africa Baby Care Products Market - Forecasts from 2022 to 2027

The South Africa baby care products market is projected to grow at a CAGR of 5.88% during the forecast period to reach US$898.214 million by 2027, from US$602.119 million in 2020.

Baby Care Products are items designed for newborns and children under the age of three. The Baby Care Products are designed to be gentle and non-irritating and contain components that have been chosen for these qualities. The expanding baby health issues, such as skin illnesses and the demand for nutritional diets, are driving the South African baby care product market. Many variables influence the market, including the rising birthrate, affordability, and changing lifestyles in the region. The South African baby care product market can be segmented by product type and distribution channel.

Baby care products are in demand in South Africa due to the growing awareness, increased urbanization, and development of more baby care-related stores.

An increasing number of parents are opting for plant-based and organic baby care products, such as body washes, diaper creams, and baby wipes, due to growing worries about their infants' fragile and sensitive skin. Furthermore, these goods provide several advantages that aid in treating skin allergies, discomfort, rashes, and other skin-related ailments. Such occurrences are projected to increase market expansion significantly throughout the forecast period.

Extensive urbanization has also increased the proportion of nuclear families in which parents work, increasing per capita baby-care spending. According to a parliamentary monitoring group, 63 percent of South Africans already live in cities, with the figure expected to climb to 71 percent by 2030. By 2050, eight out of ten people will be living in cities, which will boost the demand for basic infrastructure. Pacifiers and breast pumps are two of the most popular baby care items on the market. Breast milk donation has the potential to save a baby's life. In South Africa, there are approximately 30 human milk banks, most of which are located in public health facilities.

South African online sales climbed by 66 percent from 2019 to 2020, to more than $1.8 billion, according to the International Trade Administration (ZAR30 billion). As a result, the market for baby care products in the region has grown. Furthermore, rising consumer knowledge of child health and welfare has resulted in parents' unwillingness to compromise on baby items. This has increased demand for safe infant goods, propelling the South African baby care products market forward over the forecast period.

The increasing development of more stores with baby care products in the region is also expected to propel the market's growth. For instance, Checkers introduces Little Me, its first solo infant store, in Drakenstein, Western Cape. Before the end of 2021, the company aims to launch six more Little Me locations in retailers across the country. While Checkers currently operates Little Me stores in four of its supermarkets, the move to a separate location demonstrates its commitment to the lucrative baby care industry in South Africa. Similarly, the Shoprite Group opened MediRite Plus, its first solo pharmacy, in Cape Town in December 2021. Following the recent debut of the Checkers Little Me infant store and the smaller format Checkers Foods store, this is the group's third new store format in just over a week. Collagen, almond milk, cosmetics, skincare, and baby brands will be available, as well as pharmaceutical and wellness items. Customers can get all of their pharmacy needs in the store, including specialized healthcare equipment like wheelchairs, walkers, and crutches, according to the company. Growing public awareness of infant health has a positive impact on the newborn care sector. Toys R Us TRUper, for example, worked with the Golden Hours School in Durban North to commemorate World Autism Day with the students in 2019.

The decreasing fertility rate coupled with increasing birth complications may act as restraints for the market of baby care products in South Africa.

South Africa's fertility rate was 2.4 births per woman in 2020. It significantly decreased from 5.6 births per woman in 1971 to 2.4 births per woman in 2020. Furthermore, the birth rate in 2020 was 19.995 births per 1000 people, down 1.64 percent from 2019. These factors can constrain the baby care product market in the region. Moreover, according to the Parliamentary Budget Office (PBO), which cites Reserve Bank data, South African householders' real disposable income fell by 49.7% in the second quarter of 2020. This can further limit the market's expansion.

COVID-19 Insights

The COVID-19 pandemic has caused damage to the supply chain and altered customer behavior. According to Johnson & Johnson Consumer Inc.'s annual report, the baby care division experienced a 9.4 percent decline in 2020 compared to 2019. COVID-19 had a mixed impact on the sales of baby care items. During the pandemic, the baby care items market was driven by large-scale purchases of diapers and baby food. However, many individuals did not consider baby care items vital due to the decrease in income because of the pandemic, which limited the market's growth.

Key Market Segments

• By Product Type

Baby Food

Body Care

Safety and Convenience

• By Distribution Channel

Online

Offline