Baby and child-specific toiletries saw volume and current value sales bounce back into positive territory in 2021 after having declined the previous year. Demand picked up visibly from early March as the rollout of vaccines and gradual relaxation of COVID-19 restrictions encouraged Croatians to begin regularly socialising again following several months of home seclusion, with many young mothers purchasing these products to make their babies more presentable when meeting friends and family members.
After recording the steepest declines in 2020, baby and child-specific sun care was the most dynamic performer within baby and child-specific products in volume and current value growth terms in 2021. Its impressive turnaround was primarily due to a nascent recovery in inbound tourism, which is traditionally a major driver of demand.
While the pace at which the Croatian economy rebounded in 2021 surpassed initial expectations, local consumers remained quite budget-conscious. This was partly because many households have experienced a reduction in income during the pandemic.
While baby and child-specific products is expected to see total volume sales increase steadily throughout the forecast period, this is only because demand in the dominant category of baby wipes looks set to remain buoyant. All other categories are projected to record consistently negative results in volume terms from 2022-2023 onwards due to falling birth rates in Croatia.
Baby and child-specific sun care is the only category other than baby wipes projected to record a positive performance in volume terms over the forecast period as a whole. It should continue to see robust demand in 2022 as the number of foreign tourists visiting Croatia increases and heightened budget-consciousness leads many local consumers to holiday at home instead of travelling abroad.
Traditional media such as TV, print publications and billboards will remain important in terms of the promotion of baby and child-specific products in Croatia over the forecast period. However, they will continue to lose ground to digital advertising methods as smartphone usage rises and consumers spend more of their time online.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 Definitions
This report originates from Passport, our Baby Care research and analysis database.
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