South Africa Baby Care Products Market - Forecasts from 2023 to 2028

The South African baby care products market is expected to grow at a compound annual growth rate of 6.04% over the forecast period to reach US$1,019.975 million by 2028, from US$676.481 million in 2021.

Baby care products are items designed for newborns and children under the age of three and are designed to be gentle and non-irritating and contain components that have been chosen for these qualities. Factors such as baby health issues, such as skin illnesses, and the demand for nutritional diets, are driving the South African baby care product market growth. Many variables influence the market, including the rising birthrate, affordability, and changing lifestyles in the region. Due to extensive urbanization, the proportion of nuclear families in which parents work is resulting in an increase in the per capita baby-care spending. According to a parliamentary monitoring group, 63% 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 baby care products.

Drivers:

The South African baby care products market is driven by growing awareness and increase urbanization.

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.

With growing urbanization, there has been an increasing development of stores with baby care products in the region which is also expected to propel the market 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. MediRite Plus, which is regarded to be the first solo pharmacy was also opened up by Shoprite Groupe in Cape Town in December 2021. This store is regarded as the third new store format by the company, whereas the first one being the debut of the Checkers Little Me infant store followed by the smaller format Checkers Food store being the second one. Baby skincare, baby brands, almond milk, and many more will be made available in the store including wellness and pharmaceutical items.

Several revolutionary and progressive laws and policies are in place in South Africa to advance gender equality and the empowerment of women.

According to a recent Statistics South Africa report, there has been an advancement in the maternal mortality in facility ratio (MMFR). Nationwide, the ratio fell from 105.9 deaths for every 100,000 live births in 2019 to 88.0 in 2020, showing a decline in the MMFR in South Africa. The MMFR measures the number of deaths per 100,000 live births in facilities that occur during pregnancy, labor, and the puerperium in women who are pregnant or within 42 days of terminating their pregnancy, regardless of the length and location of the pregnancy.

Based on product type, the South Africa baby care products market is expected to witness positive growth in the baby food segment.

The growing population is a key factor propelling the demand for baby food products in the country. According to the World Bank, a 1.2% annual change in the South African population occurred in 2021 as compared to 2020. While the growth of e-commerce and baby food delivery services in the country is also expected to play a major role in the market growth.

Key Developments.

• Umatie, A domestic manufacturer of baby products, announced in June 2022 that they supply frozen meals to well-known retailers like Spar, Checkers, and Pick & Pay.
• In August 2022, Nestle announced the launch of NESTLE EVERYDAY Formula product in the South African market which consists of healthy nutrients such as calcium, iron, and vitamins.
• US-based infant formula maker Mead Johnson, in September 2020, launched a new infant formula product under its Enfamil brand which is rich in A2 milk protein for the South African market. The active A2 protein ingredient in the product is an effective option for improving the digestive system in a baby.

Market Segmentation:

By Product Type

• Baby Food
• Dried Baby Food
• Milk Formula
• Prepared Baby Food
• Others
• Body Care
• Baby Skin and Haircare
• Diapers and Wipes
• Safety and Convenience
• Prams and Strollers
• Car seats

By Distribution Channel

• Online
• Offline

By State

• Johannesberg
• Cape Town
• Durban
• Others