Baby and Child-Specific Products in Denmark

PROSPECTS

Concerned parents increasingly select natural products

As Danish parents become increasingly health-conscious they are less willing to compromise on quality and safety. Subsequently, demand for products containing naturally-derived ingredients is becoming particularly strong within baby and child-specific products.

Difficult to differentiate premium brands

Natural ingredients are already the norm within baby and child-specific products in Denmark, with all major mass brands having a strong natural profile. Furthermore, many mass brands are also free from perfumes and parabens and are certified with a wide range of labels.

Continuous increase in birth rates helps sustain growth

After almost ten years of continuous declines, birth rates in Denmark finally turned around in 2013 and increased throughout the review period, except for a small dip in 2017. This supported volume growth in baby and child-specific products in Denmark, whilst the strong performance of the Danish economy, declining unemployment rates and strong real GDP growth also supported growth.

COMPETITIVE LANDSCAPE

Private label maintains its solid position

Private label maintained a relatively strong position in baby and child-specific compared to other beauty and personal care categories in Denmark. The Matas drug store chain offers a popular private label range, while the Levevis and Änglamark series from Salling Group and Coop Danmark are also popular.

Difficult to differentiate against private label

It is expected that the major Danish retailers will continue to develop their private label ranges and launch new products which are natural and safe to use. This will make it more difficult for brands to differentiate their products by using certifications.

McNeil Denmark leads baby and child-specific products

McNeil Denmark remained the leading player in baby and child-specific products in 2018 with its popular Natusan brand which enjoys a high level of brand recognition and loyalty as well as a strong distribution network. Natusan also benefited from the growing trend towards more natural products in baby and child-specific products as the brand carries the Nordic Swan eco label, as well as the Asthma and Allergy Association’s Blue Wreath.

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