Baby and Child-Specific Products in Estonia

PROSPECTS

Baby wipes continues to perform best

Baby wipes demonstrated the best performance amongst baby and child-specific products in 2017. Baby wipes was also the biggest category, accounting for nearly half of the overall category sales over the year.

Demand for natural and organic products is increasing

Estonian consumers’ proclivity towards natural and organic products is particularly strong in the category of baby and child-specific products. When shopping for their offspring, parents want to make sure that products are safe and suitable for babies and children.

Women are main decision makers in purchasing baby and child-specific products

Although the father’s role is becoming more prominent in child care, women are buying baby and child-specific products more often than men. Female customers pay more attention to labels and make purchasing decisions based on ingredients rather than price.

COMPETITIVE LANDSCAPE

Johnson & Johnson maintains its lead

Although Johnson & Johnson’s retail value share dropped slightly in 2017, the company’s distributor and NBO Kodupaber still maintained the leading position in the category. Johnson & Johnson has been present in Estonia since the 1990s and is often associated with baby and child-specific products.

International brands dominate the category

The five top companies accounting for nearly two thirds of the category’s value sales in 2017 were well-known international brands. These companies have big budgets for innovation and advertising, which helps to sustain their consumer base.

Domestic producers are strong in green products

Domestic producers do not have marketing capabilities comparable to multinationals, but are strong at producing products with green credentials. Some domestic brands such as Joik’s Joik Beebile and Puhas Limpa by Orto attracted parents with ecological preferences in 2017 and, as a result, performed relatively well in the category of baby and child-specific products, and Joik saw a slight increase in value share over the year.

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