In recent years, the consumption level of residents in Southeast Asia has gradually increased, and the online shopping craze has also driven the concept of maternal and infant consumption of a new generation of young parents. The market share of mothers and infants has begun to take place in multiple stages from birth to rearing, from food, clothing, housing and transportation to health care, nursing, education, tourism, entertainment and other fields.
Hugo cross-border joint magic mirror insight made some observations on the mother and baby categories and brands of six major stations in Lazada Southeast Asia in April, and found that Clothing accessories, baby toilet, milk powder and baby food It has almost become the top 3 evergreen category in terms of sales, and consumers in each country have their own unique needs for mother and baby products [What are the new business opportunities in Southeast Asia? Click here Sign up for the 2024 Hugo Cross border Global Resources Conference in Xiamen from June 26 to June 28 to select more cross-border blockbusters]
01、 Indonesia Station
stay Indonesia Station, ranking top in sales three The categories of the products are clothing accessories, baby toilet, milk powder and baby food, which won 16.5432 million yuan and 16.2732 million yuan respectively element 9.1307 million element Of sales, However, it can be seen that only the sales of clothing accessories among the three are increasing in direct proportion.
Indonesia Baoma's demand for health care and nursing products has also increased. Specifically, in April, Infant health category The sales volume increased by more than 105 times year on year, Maternity care supplies Sales increased more than 11 times.
On the brand list, Merries, MamyPoko and SGM occupied the top three spots in terms of sales, of which only Merries, which mainly sells diapers, achieved a positive year-on-year growth of 37.08%.
The list also includes a Chinese brand My Baby, a brand owned by Ningbo Mommy Baby Products Manufacturing Co., Ltd. It is understood that Mamibo's products cover more than 100 series, including baby strollers, game beds, car safety seats, dining chairs, etc., and sell well in more than 100 countries and regions.
02. Malaysia Station
Tim Hill, Major Account Director of GlobalData Singapore, once said that Malaysia is a "promising market" for baby care products (especially baby food). In April, the number one in Malaysia was Milk powder and baby food , with a sales volume of 11.5957 million yuan.
In the category list, it is surprising that Nipple and accessories Although the sales volume is only 328100, it has increased by more than 32 times.
Due to the improvement of income and living standards, Malaysian parents now begin to buy higher quality and higher price daily necessities for their babies. In the brand list, Pediasure , S-26 and Similac occupy the top three positions in terms of sales, and the average prices of the three brands are not low, respectively 615.56 yuan, 289.66 yuan and 388.42 yuan. Among them, the milk powder brand Similac has a relatively high sales growth compared with other brands in the list.
It is understood that local Chinese groups in Malaysia trust and favor Chinese mother and baby brands, and many parents will spend their minds on their children's clothing and toys purchase. Cross border e-commerce sellers who intend to deploy in Malaysia can focus on local needs and business opportunities.
03. Vietnam Station
According to data, Vietnam has an average of 1.56 million children born every year, making it the country with the highest proportion of families with children in Southeast Asia. Therefore, the demand of local parents for baby products is also gradually increasing, making Vietnam a potential market for the mother and baby industry.
In April, the top 3 categories in Vietnam were milk powder and baby food, baby toilet and clothing accessories, among which, Clothing Accessories The sales volume of. It is understood that Vietnamese consumers' demand for organic and sustainable baby clothes is growing, which may be a new entry point for cross-border e-commerce sellers.
Not only that, Vietnamese parents pay more attention to the safety and health of infants. As can be seen from the category list, Baby safety This category has achieved a growth of more than 1888 times, its market share is not high, but its potential cannot be underestimated.
Pedinsure, Huggies and Bobby are the top three brands in terms of sales, with sales of 4.3024 million yuan, 2.4572 million yuan and 2.4571 million yuan respectively. Pedinsure can be said to be the first fault.
Different from the milk powder brand, PediaSure has a full nutrition formula for children, mainly including liquid strawberry milk, vanilla milk powder, and booster milk powder. The success of Pedinsure in the list may indicate that Vietnamese parents also pay more attention to the health and nutrition of children's growth in the process of childcare.
04. Philippines Station
At the Philippines Station, baby toilets, feeding necessities and clothing accessories were among the top three categories in terms of sales, with 23.2664 million yuan, 15.5722 million yuan and 15.0161 million yuan respectively, of which clothing accessories had a relatively high growth rate of 185.55%.
In the category list, Baby equipment, baby safety and baby health The sales of these three categories are also growing steadily, because the health awareness of different income groups in the Philippines is growing, which also affects their demand for baby safety, health and care products.
Uni-Care , Spectra and Kleenfant are the top 3 brands in the Philippines. It is worth noting that Spectra mainly focuses on medical grade breast pumps, with an average price of 122618.2 yuan, but in April it won 4904700 yuan in sales, ranking second.
Spectra, as a South Korean high-end milk pump brand, its outbreak in the Philippines may also mean that with the economic environment improving and family income increasing, high-end positioning mother and baby brands will also flourish in the local.
05. Thailand Station
This may be because the number of newborn babies in Thailand keeps declining, and the sales of both categories and brands in the two lists have entered a negative growth stage. However, as far as the Thai mother and baby market is concerned, the demand for mother and baby products is still high, and it is one of the hot categories.
Thai parents prefer to buy high-quality imported milk powder and baby food, so the unit price of such products is also rising. In April, milk powder and baby food, baby toilets and personal care for babies became the top three categories in Thailand, among which, Milk powder and baby food The average price of goods in the category is 125.55 yuan, which is much higher than other categories.
MamyPoko, HiQ and FOREMOST are among the top three brands in terms of sales. MamyPoko, the main purser, has a sales of 4.0921 million yuan. MamyPoko's diapers are dry, soft and breathable, which just meet the needs of local consumers.
Thailand is hot, humid and hot all the year round. Due to the sensitive skin of newborn babies, they have high requirements for temperature and humidity. Therefore, whether it is diapers or clothing, thin and breathable is crucial for newborn babies. In this environment, cross-border e-commerce sellers can also consider summer suits, inflatable swimming pools, children's tents and other items.
06. Singapore Station
At Singapore Station, the sales of baby toilets, milk powder and baby food, clothing accessories were the top three categories, with sales of 12.7116 million yuan, 8.5666 million yuan and 7.2741 million yuan respectively. Among them, the sales of clothing accessories increased significantly, nearly 15 times.
In addition, the No. 8 Maternity care supplies It also has great potential, with sales of 1.7688 million yuan, achieving a year-on-year growth of more than seven times.
Huggies, Rascal+Friends and Nestle NAN are the top brands in the brand list, but it is worth noting that except for the milk powder brand Similac and the infant food brand Pedinsure, the sales of other brands are in a negative growth state.
In Singapore, as parents give higher priority to children's health and nutrition, the demand for organic baby food is rising, and natural and organic products for mothers, babies and children are also becoming more popular. Similac and Pedinsure may have occupied the minds of Singaporean parents.
(Cover source: Tu Chong's creativity)
(Source: Hugo Cross border Editorial Department)
