Baby and child-specific products returned to value and volume growth after a weak trading year in 2020, when volume sales fell. With society opening up, and babies and children out and about again, products such as sun care and hair care were in demand.
Kodupaber maintained its leadership in baby and child-specific products in 2021. The company is the official distributor of Johnson & Johnson products, with Johnson’s Baby remaining the leading brand, partly thanks to its wide distribution and availability in Estonia.
Baby wipes remained the largest product within baby and child-specific products. In addition, to being used while on-the-go, it was also used for general purpose hygiene during the pandemic, with consumers purchasing them not only for their children, but also for their own hygiene.
Baby and child-specific products will register healthy constant value growth over the forecast period, as the economy recovers quickly from the pandemic and disposable incomes remain stable. However, there are potential headwinds.
Local companies could gain value share over the forecast period, as increased production happens locally. Two local brands Joik and Orto are looking to expand, the former offers organic beauty products targeting the premium segment, and the latter offering more economy products.
Estonians are increasingly concerned about climate change and protecting the environment. This also ties into protecting their children’s health.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Estonia 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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