Understanding mothers in Asia: Insights from Qualitative 360

Low Lai Chow

Never mind the current trend of plummeting birth rates and ageing populations: where consumer spending is concerned, the market for baby products is alive and well in Asia.

"The baby market is a booming one, whether in India, China or in Indonesia," said Jaisy Desai, qualitative insights director at research firm Ipsos, during the Qualitative 360 conference, held in Singapore in November 2013.

China's baby-care sector alone is worth $16.4 billion per year, and the category has also enjoyed 40% growth in India. Then there is Indonesia, which houses 17 million citizens aged four years old and below – an extremely favourable demographic balance for the future.

To help marketers gain a foothold in this and related segments, Desai – who is also an accredited research lead for Unilever – presented findings from a qualitative study that Ipsos conducted among urban mothers aged 25–45 years old living in China, India, the Philippines, Singapore, Thailand and Vietnam.