Enfant Targets 12% Growth Amidst Declining Birth Rates

According to a report by Khaosod Online Thailand, the premium mother and child brand Enfant (ENFANT), operated by I.C.C. International Public Company Limited, has announced a 7% growth in performance for the first half of 2026. This increase is notable as it occurs despite Thailand’s birth rate reaching its lowest point in over 75 years.

To maintain this momentum, the brand is shifting its strategy toward an 'Organic Baby & Family Care' line, while continuing to support its established children's apparel business. Pirata Tiranyapat, Director of Enfant, stated that the company aims to achieve a total annual growth of 12% under the 'Grow Together, Beautifully' concept. The strategy focuses on providing premium, gentle, and safe products for all family members, rather than relying solely on the infant market.

For residents and visitors, this shift reflects a broader trend in the Thai retail sector where premium brands are diversifying their offerings to cater to health-conscious families. While the company has set an ambitious 12% growth target for the year, it remains to be seen how the ongoing decline in national birth rates will impact the long-term sustainability of the broader mother and child retail market in Thailand. Consumers can expect to see a wider range of organic family-oriented products appearing in retail outlets as the brand executes this expansion.