Baby and Child-Specific Products in New Zealand - New Study Released

From: Fast Market Research, Inc.
Published: Fri Nov 28 2014

2013 saw the entry of major domestic green player Earthwise Group into baby and child-specific products in New Zealand. The company’s range, known as Baby by Earthwise, consists of two hair care products including Baby by Earthwise Shampoo (with goat’s milk) and Baby by Earthwise Detangler (Jungle Fruits); three toiletries products including Baby by Earthwise Bubble Bath (Jungle Fruits), Baby by Earthwise Gentle Soap (with goat’s milk) and Baby by Earthwise Body Wash (with goat’s milk); and lastly Baby by Earthwise Sleep Spray (Lavender & Chamomile). The Earthwise Group has grown strongly as a viable green manufacturer, and is now only second to Ecostore Ltd. In 2013 The Earthwise Group was voted number one on Deloitte’s Fast 50 list of the fastest-growing companies in the market.

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Competitive Landscape

Johnson & Johnson Pacific (NZ) Ltd led the category with a current value share of 28% in 2013, unchanged from its value share in 2012. Johnson’s Baby continued to lead the category as a trusted brand and enjoys strong supermarket exposure. Johnson’s Baby was ranked the number one brand overall in baby and child-specific products, with a brand share of 25% in 2013. Other brands within the company’s range are Johnson’s Kids, appealing to the slightly older child, and the natural brand of Aveeno. Having pulled Johnson’s Soothing Naturals out of the market, the company replaced this range with the Aveeno Baby brand. The Aveeno brand for adults is promoted as a more natural brand, and therefore it made sense for the company to replace Johnson’s Soothing Naturals with Aveeno within the baby and child-specific products category. Launched in 2010, the Aveeno Baby brand still remained small and niche with a value share of under 1% in 2013.

Industry Prospects

During 2013 birth rates saw yet another decline. According to Statistics New Zealand, at the end of 2013, live births were down 4%, resulting in significantly fewer births since 2005. In addition, the trend towards older mothers giving birth continued, with an expectation that the trend towards fewer births within family households is likely to continue due to ageing mothers. Therefore, birth rates are forecast to be below 13 births per 1,000 people by 2018.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Baby Care industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baby Care industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

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