Baby and Child-Specific Products in Croatia

PRE-COVID-19 PERFORMANCE

Demographic factors limit demand, added-value attributes well received

Baby and child-specific products in Croatia suffered for a long time as a result of unfavourable demographics, and this remained evident in 2019. This was boosted by a new wave of economic emigration, driving many young citizens to work abroad, in Western EU countries.

Private label perceived to be of high quality by price-conscious Croatians

Buyers of baby and child-specific products in Croatia tend not to buy premium products, and thus large retail channels such as drugstores and supermarkets have the upper hand in selling such products. Parents do want products for their children to be of good quality, however.

Private label players seek to further increase consumer confidence

Drugstore chains such as dm-Drogerie Markt doo and Müller doo have worked to bolster positive perceptions of private label offerings. They were deliberately positioning their private label ranges just below branded products in terms of pricing, rather than at rock-bottom.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by a negative 3% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to the 0.

Affected products within baby and child-specific products

Non-essential products are expected to be hit hardest by COVID-19. Baby and child-specific skin, sun and hair care, for example, will see steep negative growth, as they can be replaced with mild formulations suitable for the whole family.

Recovery and opportunities

As the forecast period progresses and the country gradually recovers from COVID-19, an increasing number of parents will resume purchases of baby- and child-specific products. However, parents who have traded down to cheaper family-use or private label alternatives during the crisis, and perceive little difference from the child-specific variants, may continue to use them to save money.

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