Baby and child-specific products recorded a stable performance in both value and volume terms in 2021. There is a general unwillingness among parents to compromise on quality in products for their children and this only became more pronounced in the context of additional health considerations created by COVID-19.
Baby wet wipes contain plastic and are considered single use plastic products. In July 2021, the new EU directive on single use plastics came into effect.
Procter & Gamble Austria GmbH took over the lead of baby and child-specific products from Johnson & Johnson GmbH in 2021. Johnson & Johnson recorded a decline in value sales and thus dropped to the second place within baby and child-specific products following its discontinuation of the Penaten brand in baby wipes.
Overall sales of baby and child-specific products have remained relatively stable throughout 2021 and, as such, there is not expected to be any significant change in the landscape heading into the forecast period. Nonetheless, growth is expected to be slightly stronger from 2022 onwards with sales expected to benefit from consumers spending more time outside the home again.
As the COVID-19 pandemic is gradually contained and Austrians start to move towards a period of normalisation, there is likely to be a stronger focus on other issues. Two key ones are the environment and the use of natural and organic ingredients, with the two relatively intertwined.
During the COVID-19 pandemic and ensuing lockdowns, most retailers increased and improved their online services to meet the surge in demand for baby and child-specific products via e-commerce, with consumers also able to benefit from special online promotions and discounts. Discounters, supermarkets and hypermarkets also all picked up share, with these channels benefiting from their ability to offer a one-stop shop.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.See All of Our Definitions
This report originates from Passport, our Baby Care research and analysis database.
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