Baby and Child-Specific Products in Algeria

PROSPECTS

Healthy growth is expected for baby and child-specific products

Baby and child-specific products is expected to continue growing rapidly over the forecast period, benefiting from positive trends on the supply and demand sides. The birth rate is expected to remain high in Algeria, which is the most important growth driver in the category.

Volume growth is predicted to slow over the forecast period

Baby and child-specific products is expected to post a slower volume CAGR over the forecast period than was seen in the review period. Indeed, the category is expected to see a gradual slowdown in growth year-on-year, as it will start approaching maturity amongst the main consumers in the urban centres.

Baby wipes is projected to see one of the fastest growth rates

Baby wipes is projected to witness one of the fastest current value growth rates within baby and child-specific products over the forecast period. This can be attributed to the ongoing growth of cities, leading to a stronger focus on hygiene and baby care, and to busier lifestyles, resulting in more consumers being willing to pay for convenience and time-saving.

COMPETITIVE LANDSCAPE

Beiersdorf and Johnson & Johnson continue to lead

Beiersdorf and Johnson & Johnson continued to lead baby and child-specific products in 2018, due to enjoying wide distribution across various channels in Algeria. This was due to the enduring strength of their well-established Nivea Baby and Johnson’s Baby umbrella brands, which benefit from high levels of loyalty and recognition amongst consumers in Algeria, thanks to direct and indirect advertising from foreign French and Arabic language media.

Imported brands lead, but domestic production is growing

Domestic brands have limited shares in comparison with well-known international brands such as Johnson’s Baby, Nivea Baby and Mustela Bébé, which rely on higher brand recognition, and direct and indirect advertising from foreign French and Arabic language media. Laboratoires Venus Sapeco, the biggest domestic manufacturer in baby and child-specific products in Algeria, is amongst the top five players within the category, driven by its good performance in baby and child-specific sun care.

Mass brands dominate, due to increasing price sensitivity

Mass products dominate baby and child-specific products. The prices of these products are already quite high for price-sensitive Algerian consumers, mainly in the lower- and middle-income groups.

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