During the forecast period, volume sales of baby and child-specific products in Finland are anticipated to be slightly negative or flat, varying between product areas, with overall category volume growth hovering around the zero mark, partly impacted by the declining birth rate. However, value development is projected to be more positive as parents continue to show willingness to spend on clean, organic and natural products for their offspring, prioritising quality over quantity.
Private label lines will expand and launch more sophisticated products to challenge the sales of brands over the forecast period. Towards the end of the review period, the Pirkka private label selection was extended to include biodegradable baby wipes, while Lidl’s Lupilu series now offers sensitive baby wipes in addition to the standard ones, both available in larger packaging size to offer consumers better value for money.
In such a competitive and fragmented landscape, brands are using marketing promotions to create stand out and build customer loyalty. The Finnish brand Ainu brand in cooperation with Sanoma won two bronze medals at the International Native Advertising Awards.
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Understand the latest market trends and future growth opportunities for the Baby and Child-specific Products industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Baby and Child-specific Products industry in Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Baby and Child-specific Products
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 and Child-specific Products research and analysis database.
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