[Edaily Reporter Han Jeon-jin ] Sales of baby products at large supermarkets—which had struggled to escape negative growth due to the low birth rate—have begun to show a clear rebound. This is because the number of births has risen sharply since the start of this year, reviving demand for childcare essentials such as formula and diapers. Since families with young children are a core customer base for large supermarkets—characterized by high average spending per customer and frequent repeat visits—it remains to be seen whether this rebound will translate into sustained sales growth.

◇Childcare Products Hit Hard by Low Birth Rate… Showing Signs of Recovery as Births Rebound
According to industry sources on the 20th, E-MART Co., Ltd.(139480)’s diaper sales for the second quarter of this year (April–June) rose 14.8% year-over-year, while formula sales increased by 13.2%. At Lotte Mart, total sales of baby products also rose by 16.5% during the same period. This stands in contrast to 2023, when the total fertility rate hit a record low (0.72 children), and E-MART Co., Ltd.’s diaper and infant formula sales fell by 8% and 29%, respectively. An E-MART Co., Ltd. official stated, “Signs of a rebound in births and marriages are directly translating into consumer spending,” adding, “Recently, there has been a clear resurgence in demand for essential baby products.”

The recovery in the number of births is driving this rebound. According to the National Data Agency’s “April 2026 Population Trends,” the number of births in April was 24,521, an 18% increase compared to the same month last year. This is the highest April figure in seven years, since 2019 (26,104). It also marks the highest growth rate on record since relevant statistics were first compiled in 1981. The growth rate of births has been rising annually, with 2.8% in 2024, 9.2% in 2025, and 18% this year.

Spending patterns have also shifted. As parents increasingly seek to provide the best for their children without holding back, premium product lines are leading the rebound. For example, at E-MART Co., Ltd., sales of goat milk formula surged by 131.6%, while sales of premium formula at Lotte Mart also rose by 20.7%. These figures far exceed the overall growth rate for baby products. This is interpreted as reflecting a consumer tendency to keep spending on baby products even amid high inflation.

Beyond products, demand for in-store experience spaces is also on the rise. Sales at E-MART Co., Ltd.’s Kids Café rose 11.6% in the first half of the year, while sales at Lotte Mart’s parenting-related tenant stores increased by 2.5% in the second quarter. Parenting-focused membership programs are also expanding. Membership in E-MART Co., Ltd.’s “Mom Kids Club,” which offers discounts and partnership coupons to customers with children aged 13 and under, increased by 5% in the first half of the year. Lotte Mart introduced a “Happy Hour” discount at its cultural centers, offering reduced fees for infant classes between 4:00 p.m. and 6:00 p.m.—the time when children are picked up from daycare—thereby boosting sales during that time slot by about 30%.

◇Riding the Wave of “Young Marriage”… Competition in Parenting Events Heats Up
Baby products have traditionally been considered a major product category for large supermarkets. Since these are sensitive items, there is a strong tendency for consumers to want to see and select them in person; moreover, many items—such as formula and diapers—are bulky and require regular, repeat purchases. Once a customer becomes a regular, their spending tends to expand to other items in their shopping cart; therefore, there are high expectations that this category will rebound as a key driver of supermarket performance once demand for baby products re-establishes itself.

Many observers predict that this rebound will continue for the time being. This is because a mindset is spreading, particularly among people in their 20s and 30s, that if marriage is inevitable, they might as well get married while they’re young. In fact, the number of marriages among women aged 25–29 hit a low of 55,700 in 2023 but has increased for two consecutive years, rising to 64,300 in 2024 and 69,300 last year. As the trend toward earlier marriage continues, the recovery in demand for baby products is likely to become even more robust.

Competition among retailers to attract customers is already fierce. E-MART Co., Ltd. held “Baby Week” from the 9th to the 15th of this month and plans to make it a regular monthly event, offering discounts on baby products such as formula and diapers. Lotte Mart is also currently running a discount promotion on infant diapers and formula through the 29th. The company appears to be positioning itself to capture this demand, in line with the trend where an increase in births is leading to actual growth in consumption.

A supermarket industry official stated, “Child-rearing consumption is rapidly expanding beyond simple product purchases to include experiential content and personalized services,” adding, “Segmented demand is becoming increasingly distinct, ranging from expectant parents to families with multiple children.” The official continued, “We plan to carefully reflect the changing needs of our child-rearing customers to simultaneously strengthen both our product competitiveness and the in-store customer experience.”