Baby and Child-Specific Products in Azerbaijan

PROSPECTS

Demographic factors remain the key drivers for baby and child-specific products growth in 2017

During 2017, baby and child-specific products posted significant value growth, reflecting demographic increases and rising prices. Substantial price rises in 2017 were associated with currency vulnerability, bringing more expensive imports, reflected in local prices.

Emerging baby wipes are the best performer within baby and child-specific care in 2017

Baby wipes was the only category to post growth in both volume and current value terms in 2017. Baby wipes are highly regarded for their convenience, particularly for use away from home.

Rising awareness of baby and child-specific products will drive sales

During the forecast period, sales of baby and child-specific products are expected to grow, driven mainly by improved living standards of local consumers. Favourable macroeconomic conditions are expected to support a positive birth rate in the country, and increase the disposable incomes of citizens.

COMPETITIVE LANDSCAPE

Low local brand perception is reflected in rankings

In 2017, international brands led baby and child-specific care, while local brands remained negligible. Local consumers give preference to globally recognised brands with a long presence in Azerbaijan, and have low trust in national players.

Quality drives sales of baby and child-specific care

Local consumers remain very conscious about the quality of products they apply to their children, particularly new-born babies. For this reason, international brands continued to show positive dynamics in 2017.

Development of modern retailing opens up opportunities

Added-value benefits, such as products for sensitive skin or with extra vitamins, became an important contributor to the success of new product launches in 2017. Special designs with trendy cartoon characters, such as Spider-Man Spidermania by Linda PKF OOO, continued raising interest among children and their parents during the year.

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