Baby and Child-Specific Products in Denmark

PRE-COVID-19 PERFORMANCE

Health-conscious parents continue to demand natural and safe products in 2019

Value sales of baby and child-specific beauty and personal care products continued to grow in 2019, albeit at a slower rate than prior year. When considering products for their children, Danish parents continued to focus on health and safety rather than price.

Births continue to increase in 2019, helping to sustain category growth

The number of live births in Denmark increased in 2019, continuing a growth trend—other than the slight dip seen in 2017—recorded throughout the review period. This growth supported increases in both volume and value sales in baby and child-specific products.

McNeil Denmark continues to be leading player in baby and child-specific products in 2019

Despite a slight decline in value share, McNeil Denmark continued to lead baby and child-specific products in 2019, a position the company has held throughout the review period. The company’s popular mass brand Natusan enjoyed wide recognition and trust amongst Danish parents.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

Nearly all product areas across baby and child-specific products will see value sales declines over 2020 as a result of the pandemic-related economic uncertainty, with baby wipes the sole area expected to see an increase in current value sales. Growth of baby wipes in 2020 will be driven largely by consumers’ renewed commitment to hygiene and cleanliness as a result of COVID-19, with product use directed not only to babies but to others in the household, as well.

Recovery and opportunities

Most product areas are expected to rebound after the pandemic-related travails of 2020. Indeed, volume sales of nearly all baby and child-specific products are projected to increase in 2021, with growth greatest for baby and child-specific sun care, driven by Danish families spending more time outdoors and returning to higher levels of leisure travel and vacationing as restrictions are lifted and fears of interacting with others are diminished somewhat.

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