India is a very large and diversified country with low per capita spending on baby care products. The consumer awareness for many of the baby care categories is still very elementary; therefore, the demand for evolved products is relatively low.

As the new-age working population is getting exposed to global baby care brands and products, their engagement with the category has increased. These evolved consumers want the best for their babies and they have become discriminating about the product choices they make.

Over the last one and half years, the global pandemic has made a significant impact on consumer needs and behaviour. We can see a significant shift in consumers’ choices, their ways of evaluating a product and where they buy from.

Some important trends that we are witnessing:

Increasing Category Awareness

The growing internet penetration and global exposure of new-age parents are helping in increasing category awareness significantly. By searching online as well as whenever they travel abroad, they get to know what all types of products are available and then they further enquire to purchase. The global presence of major baby care brands with extensive product range is becoming a good reference point for parents.

Increasing Ecommerce Penetration

Parenting does not stop with the lockdown. Alike other industries, baby care is also witnessing upsurge in ecommerce business. The consumer has become more comfortable evaluating and ordering products digitally without physical touch. The convenient return and refund mechanisms has boosted consumers’ confidence in ecommerce. Brand trust plays an important role in consumers’ choices and all the major baby care brands are on the gaining side.

Simplifying Parenting

Nuclear families, working mothers, lack of external support due to pandemic; parents are pressed for support systems. Today, they need more tools and enablers in terms of baby products that can help them in taking care of their babies with lesser effort. Chicco is witnessing a growth in indoor products and utilities which earlier used to be a wishful purchase.

Heightened Consciousness About Health, Hygiene & Safety

The consumer is no more willing to make any compromised choices about the products or brands for their babies. Consumers want safe products for their babies and expect transparency from brands on this aspect. Chicco Baby moments parabens free range of toiletries, fluoride-free range of baby toothpaste, Sterilisers, Disinfectants and baby masks are receiving increased acceptance by progressive consumers.

Virtual Socialising

Typical milestones related to a baby’s growth such as baby shower, birth, Annaprashan or the first birthday are mostly being celebrated virtually in presence of very limited immediate family members. This is changing the ‘gifting’ dynamics significantly and digital gifting solutions are gaining preferences.

The author is Rajesh Vohra, CEO at Artsana India- Chicco