Baby and Child-Specific Products in Algeria

PROSPECTS

Driven by several positive trends, baby and child-specific products will continue growing

Baby and child-specific products is expected to continue performing well over the forecast period, benefitting from development on the supply and demand sides. Consumer potential will be further strengthened by a stable, high birth rate.

Despite expected positive performance, growth is expected to slow down

Baby and child-specific products is expected to generate a slower value CAGR at constant 2017 prices over the forecast period, compared to the review period CAGR. The main reason is the ban on imports of beauty and personal care products that the Algerian government imposed in May 2017 due to the heavy trade balance deficit driven by the declining oil exports after international prices fell.

Baby wipes will continue seeing the fastest growth

Baby wipes is projected to witness the fastest growth within the category over the forecast period, driving sales growth of baby and child-specific products overall. A number of global drivers are fuelling this growth.

COMPETITIVE LANDSCAPE

Johnson’s Baby remains the leading brand in the category

Johnson & Johnson brands continued leading baby and child-specific products in 2017, enjoying wide distribution across various channels in Algeria. This was due to the enduring strength of its well-established Johnson’s Baby umbrella brand, which benefits from high levels of loyalty and recognition amongst consumers in Algeria thanks to direct and indirect advertising coming from foreign French and Arabic language media.

The category is dominated by imported brands but local players are gaining ground

Domestic brands have limited shares in comparison to more famous brands, such as Johnson’s Baby, Nivea Baby and Mustela. The domestic Laboratoires Venus is, however, the fourth leading player with its Venus Baby brand, thanks especially to its good position within baby and child-specific sun care.

Mass products dominate sales

Price affordability is becoming a strong key success factor given the growing inflation and the declining purchasing power of consumers. The price of baby and child-specific products is already considered quite high for price-sensitive Algerian consumers, mainly lower and middle-income groups.

Files are delivered directly into your account within a few minutes of purchase.