The domestic demand for mom and baby products is poised to enjoy double-digit growth by 2025. This is backed by an increasing number of online shoppers and tech-savvy mothers, as well as a higher birth rate in the context of the Covid-19 pandemic.
The National Population and Family Planning Board (BKKBN) predicted the country will welcome around 400,000 more births than usual in 2021. In comparison, a 2020 report by Redseer revealed that the number of online shoppers increased from 75 million to 85 million from 2019 to 2020.
During the Covid-19 pandemic, horizontal online platforms such as Tokopedia, Shopee and Blibli received higher top-of-mind awareness for online childcare products, while online verticals such as Mothercare and Orami were associated with better quality products. Orami has an online community platform that enhances platform engagement and provides a way for mom and babycare brands to actively engage with customers. In comparison, Tokopedia has a dedicated platform called Tokopedia Parents for parents’ and families’ needs.
(Source: The Jakarta Post)