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HEADLINES Baby care sees 3% current value growth to reach HK$179 million in 2010 The low birth rate in Hong Kong continues to hinder growth for baby care despite the fact that Hong Kong parents tend to spend generously on their children Unit prices of baby care increase marginally in 2010 Johnson & Johnson Consumer (Hong Kong) Ltd leads baby care with a 59% value share in 2010 A CAGR of 2% in constant value terms is predicted for baby care over the forecast period

COMPETITIVE LANDSCAPE With its established brand Johnson's Baby, Johnson & Johnson Consumer (Hong Kong) Ltd led baby care with a 59% value share in 2010. A wide distribution network and strong promotion were the key winning factors for the brand. Consumers tend to have more confidence in the quality of famous brands, which gives Johnson’s Baby an extra advantage over other less well-known brands in the category. International brands continued to dominate the baby care category in 2010 as they are often perceived to be safer and of higher quality than domestic brands.

Š Euromonitor International 2011


Brand (GBO)

AS Watson Group

Select (Private Label)

Blistex Inc

Dyprotex (Blistex Inc)

Dairy Farm International Holdings Ltd

Mannings (Private Label)

Fantastic Natural Cosmetics Ltd

Fancl (Fancl Corp)

GlaxoSmithKline HK Ltd

Drapolene (GlaxoSmithKline Plc)

Johnson & Johnson Consumer (Hong Kong) Ltd

Desitin (Johnson & Johnson Inc), Diaper Rash (Johnson & Johnson Inc), Johnson's Baby (Johnson & Johnson Inc)

Nu Skin Enterprises HK Inc

Nu Skin Epoch (Nu Skin Enterprises Inc)

Sebapharma GmbH & Co

Baby Sebamed (Sebapharma GmbH & Co)

Source: Passport by Euromonitor International

Š Euromonitor International 2011


DEFINITIONS AND METHODOLOGY Baby Care Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included. Methodology This report is derived from Euromonitor International’s Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques: National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis

© Euromonitor International 2011

Baby care industry in Hong Kong