The baby and children segment under two years (baduta) is a very potential market segment. Parents and mothers, especially new mothers, do not hesitate to provide the “best” for their children. At this stage parents tend to spoil their children by providing “only” the best quality products for their child.
Statistics Indonesia (BPS) estimates there are 4,880,951 childbirths by 2015. The birth rate is estimated to increase by 1.49% annually, making the potential market segment of infants and children under two years (baduta) to be a very attractive market segment. This opportunity is more tempting because it is accompanied by a large increase in the number of middle class in Indonesia is known to love shopping. Upper middle-class population (expenditure> Rp 3 million per month) in urban areas reached 59% of the total population in Indonesia
The huge potential of this market, in January 2015 Sigma Research took the initiative to conduct research on the behavior of mothers who have infants and children under two years (baduta) in 17 cities (Jakarta, Tangerang, South Tangerang, Bekasi, Bogor, Depok, Bandung, Semarang, Surabaya, Medan, Palembang, Batam, Solo, Yogyakarta, Denpasar, Balikpapan, Makassar and Manado) with a sample of 800 respondents. The purpose of this research is to provide a complete picture of the behavior of mothers who have babies and children under two years in terms of demographics and behavior, to brand managers who target the baby and children segment under two years.
The usage of baby toiletries products dominates high among other baby supplies products, with the frequency of use reaching at least once a day. An interesting finding is Mother’s shopping behavior that shows the consumption patterns of several brands of baby toiletries that are almost evenly distributed on each product, which includes baby shampoo and soap, baby powder, baby oil, wet wipes, baby lotion, baby cologne, hair lotion, baby cream and baby sunblock.