Baby and Child-Specific Products in the United Arab Emirates - New Market Report

From: Fast Market Research, Inc.
Published: Wed Oct 22 2014


The rising birth rate among the United Arab Emiratesí local population and rising disposable incomes in the country as the economy boomed in 2013 boosted growth in baby and child-specific products during the year. In addition, the huge influx of expatriates fleeing economic recession in Western Europe and unrest in other Arab countries during the year also led to a surge in the number of babies and children living in the United Arab Emirates during 2013. According to industry sources, it is especially the case that whilst the majority of immigrants to the United Arab Emirates during the economic crisis were bachelors, now the trends are moving towards families with children and babies.

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Competitive Landscape

Johnson & Johnson (Middle East) Inc continued to lead sales in baby and child-specific products during 2013 with its Johnsonís Baby brand. This brand continues to benefit from its presence within a number of baby and child-specific products categories including baby and child-specific hair care, baby and child-specific skin care, baby and child-specific toiletries and the rapidly growing category of nappy (diaper) rash treatments. The brand also benefits from the fact that it is internationally recognised and enjoys strong brand loyalty at global level. Thus, the large number of Western expatriates living in the country are already very familiar with the brand and this leads them to favour it over other brands. Traditionally, Johnsonís Baby was the most popular brand among expatriates from Europe and North America living in the United Arab Emirates, although its appeal continued to widen to include many Arab and Asian consumers towards the end of the review period. The company benefits from the pure and natural image of its products and from its use of appealing slogans such as "no more tears" and "no more tangles". The use of price promotions and bundling offers, especially in baby wipes and baby and child-specific toiletries, also supported its successful performance in baby and child-specific products towards the end of the review period.

Industry Prospects

Healthy growth is expected in baby and child-specific products in the United Arab Emirates over the forecast period, with a value CAGR of 5% expected in constant 2013 terms. This growth is expected to be driven by a number of factors, including the rising number of expatriates expected to move to the United Arab Emirates over the forecast period in the wake of the countryís ongoing economic boom and various government strategies aimed at attracting foreigners to the country in addition to the huge megaprojects which are being developed in preparation for Dubaiís hosting of Expo2020. This is expected to lead to a higher number of children and babies living in the country and this will inevitably boost sales of baby and child-specific products.

Report Overview

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