Baby and Child-Specific Products in Croatia

PROSPECTS

The number of new-borns is declining, but the category continues to grow

All demographic indicators are working against growth in baby and child-specific products: the number of new-borns is at its lowest and is set to decline even further. In addition, there is a new wave of emigration towards Western European countries in pursuit of employment.

Baby wipes is the biggest hit

Parents are great fans of baby wipes – their upside in terms of convenience has convinced them to purchase these products. Using wipes and throwing them away saves a lot of time and trouble; meanwhile, parents do not really have environmental concerns, and are focused on the benefits for their children.

Apart from baby wipes, most attention is given to skin care

Apart from wipes, most attention within baby and child-specific products is given to skin care; even more so than is the case in the adult segment. Parents believe that skin care is the beauty and personal care category in which differentiation must be made between adult and baby products.

COMPETITIVE LANDSCAPE

Premium pharma players

With recognised consumer sensitivity to the nature of the products offered for babies and children, much attention has been given to the sourcing of ingredients. The easiest route to follow is the natural route, by using herbal extracts of chamomile, calendula, macadamia, almonds and/or olives.

A category with a great deal of innovation

There are specific problems and limitations in baby and child-specific products, and solving them involves a great deal of creativity and often ends up in the creation of new ideas. Companies active in baby and child-specific products often have respectable research and development resources such as laboratories and a workforce with a scientific background.

Local players are taking their chances

The level of technology demanded from manufacturers of baby and child-specific products does not scare off local companies. They are usually pharmaceutical companies with enough knowledge to create high-tech solutions for the market.

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