All categories of baby and child-specific products made a recovery in 2021 as COVID-19 restrictions eased and life returned to normality for at least part of the year. In fact, 2021 saw the strongest annual growth in the review period both in retail volume and current value terms, with sales surpassing 2019 levels once more.
Although international travel activity remained well below pre-pandemic levels, a resurgence in domestic and overseas travel among families in 2021 led to increased demand for baby and child-specific sun care. Sun care was hit hard by COVID-19 travel restrictions in 2020, posting the strongest current value decline in this year.
Despite an ongoing decline in value share, McNeil Denmark continued to lead baby and child-specific products in 2021, a position the company has held throughout the review period. The company’s success can be attributed to its popular mass brand Natusan, which is one of the leading brands in most baby and child-specific categories.
All categories of baby and child-specific products are expected to see positive current value growth in 2022 and for the remainder of the forecast period, as Danish family life resumes normality and children spend more time at pre-school and kindergarten, translating into higher demand for baby and child-specific products. With international travel expected to return to normal levels over the forecast period, the demand for baby and child-specific sun care products is also set to increase.
Although the majority of baby and child-specific products already carry certifications such as the Nordic Swan eco-friendly label and the Blue Wreath of the Asthma and Allergy Association, it is expected that Danish parents will increasingly seek more natural products and those perceived as safer for their children. As most products already carry these certifications, manufacturers will continue to see ways to differentiate their products, for example by making them 100% organic or using sustainable packaging.
Baby and child-specific products e-commerce is set to see much smaller growth rates in 2021 compared to the strong growth in 2020. However, the channel is still expected to grow strongly in the forecast period as more and more Danish parents take advantage of the convenience and cheaper prices associated with online shopping and the number of online stores with baby and child products continue to increase.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Baby Care
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 DefinitionsThis report originates from Passport, our Baby Care research and analysis database.
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