In 2021, demand for baby and child-specific products grew as a result of the lifting of pandemic-related restrictions and with there being more occasions for children to play in public spaces and mingle with their friends, thus getting dirty, alongside school reopening and the resumption of travel. Therefore, there was an increase in volume demand.
Sun care was the product area most affected by the circumstances of the pandemic. Following rapid growth over the review period, amid increasing awareness regarding the risk of sun exposure and innovation focused on natural ingredients and high sun protection, in 2020 the product area registered static value sales.
Procter & Gamble Benelux SA NV maintained its company lead in baby and child-specific products in 2021. However, in brand terms, the player’s globally known Pampers brand comes in second place to Zwitsal (from Unilever Belgium NV).
Over the forecast period, volume and value sales of baby and child-specific products are expected to return to positive figures in 2022 and see slightly stronger growth over the rest of the forecast period. Demand for products positioned as natural and organic, and dermocosmetics is likely to keep growing over the forecast period, in line with the health and wellness trend.
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 Zwitsal Naturals provides a good example of natural products at a more affordable price.
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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.
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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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