Baby and Child-Specific Products in Belarus

PROSPECTS

Economic stability and growing assortment result in stable value sales

In 2018, baby and child-specific products in Belarus recorded stable current value growth. This performance was mainly driven by baby and child-specific hair care and skin care due to the increasing assortment and activity of local companies.

Parents of older children purchase greater number of baby and child-specific products

Demand for baby and child-specific products was mostly driven by products that target children above six years of age. The offer of such products is wide and frequently changes compared to products for younger children including new born babies.

Health-conscious consumers pay greater attention to ingredients

A growing interest in healthy living and increasing awareness of what certain products contain have led to greater caution amongst health-conscious consumers. In addition, consumers who may not clearly distinguish unsafe ingredients are beginning to search for baby and child-specific products that are free from colourants, perfume and parabens.

COMPETITIVE LANDSCAPE

Multinationals retain leading positions

Due to the limited number of local players in baby and child-specific sun care, leading value share belonged to foreign brands. Nivea Sun by Beiersdorf AG held a major value share and was closely followed by Garnier Ambre Solaire Kids by L’Oréal Groupe.

Price pressure stimulates presence of discounts

The presence of discounts remained a great stimulus for consumption due to the persisting price sensitivity of local consumers. Price reductions tend to encourage greater sales amongst local consumers of larger volume packs or products that might not normally be chosen such as more expensive brands, which were increasingly affordable after discount.

Healthy living trend influences new product development

The growing popularity of healthy lifestyles encouraged parents to select more natural products for their children. In addition, growing consumer awareness stimulated the appearance of certain baby and child-specific products that satisfy the needs of modern parents.

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