Fewer babies, smaller market: How Singapore baby-care brands are adapting
Homegrown brands are widening product ranges, adding services and expanding abroad as costs climb and the domestic customer base shrinks.
Singapore's baby-care industry is facing challenges as the number of babies born each year declines. Homegrown brands must adapt, expanding product lines, services, and venturing abroad to maintain growth. Hegen, once a rapidly growing brand, now sees a slight decline in its Singapore business. Despite this, overall retail sales in the industry rose by 7% in 2025 to S$117 million.
Parents are becoming more selective, favoring niche and premium products that offer safety, convenience, and multi-functionality. Fewer babies could translate to fewer products sold, but the higher spending per customer may offset this. The shrinking domestic customer base, coupled with rising costs and global competition, makes it increasingly difficult for brands to capture a larger share of the market.
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