Now the most severe period of the pandemic is over, baby and child specific products sales are returning to normal patterns. However, ongoing global and local impacts are adding pressure to prices, and this will continue to have an effect on purchasing decisions.
Birth rates remained strong in Azerbaijan in 2021, being way higher than other ex-Soviet countries, e.g.
Baby and child specific hair care and skin care are the two major categories noted in sales in 2021. Nivea Baby is one of the most visible brands, benefiting from the reputation of the product quality and being more or less affordable.
Although we are seeing strong birth rates and more attention from parents to their babies and children, growth of the category over the forecast period is limited due to questions around the performance of the local economy. Whilst this will not have any notable impact on basic and popular products, such as baby skin care for example, interest in more expensive or premium products will remain limited.
Production from Russian companies, such as Nevskaya Kosmetika OAO, or Unilever-owned Kalina, is quite visible in Azerbaijan. However, Russian producers are suffering problems with accessing components and/or with their production facilities, due to the huge boycott of Western companies following the Russia-Ukraine war.
On the contrary, the share of Turkish brands is expected to grow in turn. For example, the Dalin brand, with its affordable range of hair, body care and other products, is likely to grow its shares over the forecast period.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Azerbaijan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Baby Care
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 DefinitionsThis report originates from Passport, our Baby Care research and analysis database.
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