Baby and Child-Specific Products in Azerbaijan

PROSPECTS

Demographic increase and recovered economy drive baby and child-specific care

During 2018, baby and child-specific products continued to grow in Azerbaijan thanks to the positive birth rate, the expanding urban lifestyle and rising consumer knowledge regarding the need for baby and child-specific products. With the macroeconomic improvement, baby and child-specific care saw further trading up, reflecting the ability and wish of citizens to pay more for higher quality, more natural products for their children.

Baby and child-specific skin care sees the fastest growth

During the review period most baby and child-specific products demonstrated growth due to the improved macroeconomic situation, rising consumer awareness and increased product availability.

Modern grocery retailers continue rapid growth with increased number of outlets

During the review period, modern grocery retailers experienced rapid growth in Azerbaijan, increasing both their number of outlets and number of visitors. During the historic period, the most common channels for baby and child-specific products in Azerbaijan were traditional grocery retailers and healthcare specialist retailers, including parapharmacies/drugstores and chemists/pharmacies.

COMPETITIVE LANDSCAPE

Johnson & Johnson leads

Johnson & Johnson OOO led baby and child-specific care in Azerbaijan in 2018 due to strong recognition and appreciation of the company’s Johnson’s Baby brand, which enjoys a longstanding presence in Azerbaijan. Widescale advertisement via local, Russian and Turkish TV channels commonly watched in the country also supports the high perception of Johnson’s Baby products.

Baby and child-specific care is led by internationals

During the review period, baby and child-specific care was led by international brands due to the wider availability of their brands in both the grocery and non-grocery channels. Local consumers are very concerned about the quality of products they use on their children, and therefore prefer globally trusted and well-advertised brands.

Modern retailing development supports increased number of new products launches

During the review period, baby and child-specific products became more saturated due to the development of retailing. Modern grocery retailers, such as supermarkets, hypermarkets and convenience stores, introduced new brands and products to local consumers, such as toothpaste Splat with an ice cream or chocolate flavour for small children which is not dangerous if swallowed.

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