The only categories which saw negligible positive value growth in baby and child-specific products in 2020 were nappy (diaper) rash treatments and baby and child-specific sun care, whereas all other sub-categories saw declines. The two best performing categories maintained small sales due to being more essential products, whereas the declines were due to the reduced movement of babies and children throughout the year as a result of the COVID-19 pandemic.
Baby and child-specific sun care, as one of the most resilient categories, still saw close to stagnant sales in 2020. This is in sharp contrast to the previous year when the sub-category saw the highest value sales across all baby and child-specific products.
Procter & Gamble Benelux SA NV maintained its company lead in baby and child-specific products in 2020. However, in brand terms, the player’s globally known Pampers brand comes in second place to Zwitsal (from Unilever Belgium NV).
In light of the economic impacts caused by COVID-19 and resulting lower consumer spending power, it is expected that consumers will continue to seek out mass products over their premium counterparts over the forecast period – at least in the short term. Therefore, volume and value sales are expected to remain suppressed in 2021, before returning to positive figures in 2022 and seeing slightly stronger growth over the rest of the forecast period.
In addition to the economic impacts of the event of COVID-19, the pandemic has also generated new mindsets for many people. Uncertainty and anxiety about the future, limited outlooks, and the prospect of unemployment are all factors which do not favour growing birth rates.
Ongoing demand for organic, natural, free-from and sensitive-skin products is expected to drive innovation and higher-end sales over the forecast period. That said, whilst such products typically carry a higher price tag, the success of mass brand Zwital Naturals provides a good example of natural products at a more affordable price.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Baby Care industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Baby Care industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Baby Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page