Southeast Asia's fertility rate plummets, but demand for baby products decreases instead of increasing

Asia is the most populous region in the world, according to the United Nations' World Population Prospects 2019. However, some countries in Southeast Asia appear to be struggling with overpopulation.

In recent years, the birth rate in several Southeast Asian countries has fallen faster than expected. In the Philippines, for example, the total number of registered births in 2020 was at its lowest level since 1986. Meanwhile, Malaysia faces the same fate, with its fertility rate at its lowest level in 40 years. Similar trends can be seen in Singapore and Thailand.

Despite declining birth rates in several Southeast Asian countries, interest in baby products is rising among Southeast Asians.

Data shows that Google exposure for baby products on iPrice Southeast Asia’s six platforms increased by 127%. The toy category appears to be the most popular, with exposure increasing by 222%, followed by diapers (160%) and baby products (127%).

Filipino parents may be forced to shop online to meet their babies' needs as the pandemic has greatly affected their outdoor activities. iPrice found that items such as inflatable swimming pools and baby bikes on its Philippines website received the most exposure on Google.

In addition to these, diapers and milk powder also have a large exposure on Google in the Philippines and other Southeast Asian countries. Filipinos' interest in these items increased by 146%, but Singapore and Thailand had the highest increase in interest in baby products, soaring by 184% and 180% respectively.

The only country that didn’t see much of a difference in interest was Malaysia, which saw just an 8% increase in Google impressions across all observed product categories . Their interest in baby products, maternity care products, and infant feeding products actually decreased by an average of 13%.

Given all the challenges Southeast Asians are facing during the pandemic, on top of potential financial uncertainty, having a baby now may be even more challenging. But as the pandemic doesn’t seem to be going away anytime soon, life must go on for many.

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