Baby and child-specific products fared much better than many areas of beauty and personal care in 2020, with sales growth remaining relatively stable in both value and volume terms. 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.
The one big exception to the generally stable performance of baby and child-specific products was baby and child-specific sun care. Due to COVID-19 and the government’s measures to contain it families spent less time outdoors during 2020 which limited the amount of sun exposure they received, thus limiting demand for sun care.
When it came to the distribution of baby and child-specific products there were two notable trends. Firstly, due to the lockdown and home seclusion there was significant growth in e-commerce.
Overall sales of baby and child-specific products have remained relatively stable throughout the COVID-19 pandemic 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 2021 onwards with sales expected to benefit from consumers spending more time outside the home again.
Most consumers have been focused on issues relating to COVID-19 since the virus entered the country, with this also informing purchasing decisions within baby and child-specific products. However, once COVID-19 is contained and Austrians start to move towards a period of normalisation there is likely to be a stronger focus on other issues.
After a difficult year for drugstores/parapharmacies, the channel is expected to bounce back strongly over the forecast period, retaining its position as the dominant distribution channel. Many parents trust these stores to provide the products that are best for their children’s health, often taking the advice of sales staff.
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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.
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This report originates from Passport, our Baby Care research and analysis database.
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