Baby and Child-Specific Products in Finland

PROSPECTS

Birth rate hits record low hindering volume sales

The population aged 0-11 years continued to decline in 2018 with Finland’s birth rate falling to a record low. This decline is in part linked to economic insecurity following a long period economic uncertainty with consumers delaying starting a family as a result.

Parents show growing interest in natural products

Sales of baby and child-specific products are relatively low in Finland with consumers often purchasing products which are used by the whole family. Nevertheless, within the category natural products were the focus of parents at the end of the review period with consumers showing a willingness to invest in products which they perceive to be kinder on their children’s skin.

Baby wipes an affordable and multi-purpose option

Baby wipes remained the largest category in 2018 with these products benefiting from their multi-purpose usage. As well as being used to clean children and babies, baby wipes products have become a popular alternative to more expensive facial cleansing wipes as well as being used to clean surfaces around the home.

COMPETITIVE LANDSCAPE

Janssen-Cilag retains lead but continues to lose share

Janssen-Cilag Oy retained a strong lead in baby and child-specific products in 2018 despite continuing to lose share. The company’s Natusan brand benefits from its long-standing position in the market and the trust of parents, with its products being widely distributed.

Private label holds strong share

Private label continued to hold a strong position in baby and child-specific products in 2018 with retailers Kesko Oyj and S Group being ranked second and third respectively. Private label gained share earlier in the review period as consumers turned to more affordable options in the face of a struggling economy, but these gains have largely been reversed as the economy has improved.

New organic and natural products continue to expand

A number of new brands entered the category over the review period as companies identified a gap in the market for natural, organic and eco-friendly products. One such player was Alva Organics Oy which witnessed the largest increase in value share in 2018 with its Sophie la Girafe Baby.

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