Thanks to the outbreak of COVID-19 in Belarus in 2020 and its subsequent home seclusion, Belarusians spent more time with their children and much of this time was spent outdoors. Consequently, demand for baby and child-specific hair care, skin care and toiletries was stimulated.
The pandemic wrought havoc on the Belarus economy and combined with the uncertain political environment, consumers were price sensitive during 2020 as disposable incomes decreased. Consequently, demand for baby and child-specific products slowed in volume terms, with this consumer behaviour affecting the competitive landscape.
Multinationals retained by far the largest share of baby and child-specific child care in 2020 leaving little scope for local players; however, local player Belita-Viteks SPB OOO managed to retain its second ranked place while increasing its value share. Johnson & Johnson Inc led the overall category benefiting from its global renown and high trust consumers have in its brands.
Over the course of the forecast period, it is likely that constant retail value sales of baby and child-specific products will see a similar performance than that of the review period, with the constant forecast CAGR being marginally lower than that of the review period. Belarusians are impelled to buy the best products they can afford for their children and thus a further decline in disposable income is unlikely to have a large negative affect on the category in the short term.
More parents began showing an interest in healthy living and became increasingly interested in the ingredients products contain during the review period thanks to the internet and social media especially as a growing number of children have allergies in Belarus. Therefore, many parent’s interest in natural and ecological products resulted in the increasing presence and sales of baby and child-specific products with natural ingredients such as camomile, celandine and aloe vera.
From 1 January 2020, the local state levied a VAT increase of 20% rather than the 10% imposed previously on imported baby and child-specific cosmetics. This increase in addition to the depreciation of the local currency led to an increase in unit prices of baby and child-specific products.
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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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