Baby and Child-Specific Products in Croatia

PROSPECTS

Growth despite declining number of babies

With Croatia’s birth rate continuing to fall, the trend is certainly not helped by increasing emigration to other countries of the EU in search of employment. It is mainly the younger working population that is leaving the country.

Baby wipes dominate

Virtually unknown a few decades ago, wet wipes have shown their obvious advantages through convenience of frequent daily usage. Use-and-throw is now a standard concept, and young parents do not worry much about the environmental impact of such behaviour.

Skin the most important area of use

Among the baby and child-specific products subcategories, most attention is given to skin care. Parents believe that it is much more important to use differentiated baby products on skin than standard products used by adults.

COMPETITIVE LANDSCAPE

New product formats not missing out

Baby and child-specific products benefits from novelties that make life easier for young parents. One such idea came from the leader Beiersdorf doo, in form of Nivea Baby physiological ampules.

Locals not far behind

Baby and child-specific products do pose a challenge for smaller local manufacturers as they require a certain level of technology and considerable testing before a product can be released. Not all local companies have the resources to achieve this, therefore most of the innovation from Croatian companies comes from a company that has pharmaceuticals as its core business.

Caring about sensitive skin

Among numerous new product launches in 2017, it was international players using their advantages in high technology to develop their products. However, even these manufacturers chose to promote their products as being either certified organic, or low in allergens.

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