Baby and Child-Specific Products in Estonia

PROSPECTS

Improving birth rate and growing disposable income benefits category

Baby-specific products form the vast majority of this category’s sales; as a result, volumes of baby and child-specific products highly depend on the birth rate, which showed a moderate increase in 2018. Meanwhile the category’s value strongly depends on economic factors, especially consumer purchasing power, as parents prefer to buy higher-quality and natural products as far as they can afford them.

Despite being the largest category, baby wipes also sees the fastest growth

Baby wipes maintained its leadership in terms of growth and sales size in baby and child-specific products in 2018. The category continues to develop, as it has become an essential option for most parents on a daily basis.

Advertising mainly targets female audience

As previously mentioned above, most products in the category are dedicated to babies, as baby skin is more sensitive and use of adult products for babies is rather an exception. Meanwhile, child-specific products are commonly perceived as non-essential and it is common for children to use the same general-purpose products as their parents use.

COMPETITIVE LANDSCAPE

Kodupaber maintains its leadership on the strength of Johnson’s Baby brand

Kodupaber maintained its leadership in baby and child-specific products in 2018. The company is the official distributor of Johnson & Johnson products, and Johnson’s Baby is the leading brand in baby and child-specific products.

Large international players account for the majority of sales

Leading companies are large international players and they accounted for more than 50% of total baby and child-specific products in 2018. The large international brands have always enjoyed strong advertising support and widespread distribution in Estonia.

Domestic producers are expected to become more important players in the future

Over the forecast period, we expect to see further strengthening of domestic producers in the segment of natural and ecological baby and child-specific products. Meanwhile in standard and lower-end products, private label is expected to expand.

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