Baby and Child-Specific Products in Finland

PROSPECTS

Selection of baby and child-specific products limited; new entries expected

Sales of baby and child-specific products concentrated on the few leading brands during the review period. There was little engagement in this area until the end of the review period.

Natural products suitable for baby and child-specific products, especially skin care

Baby and child-specific skin care sales are low in Finland mainly because many parents opt for neutral family-pack products available in their main shopping channels, grocery retailing and chemists/pharmacies. Premium products, which are very rare in Finland, are all naturally positioned (such as Weleda).

Marketing and promotion a key if volumes are to be lifted

Manufacturers of baby and child-specific skin care products would benefit from engaging parents with their brands. With a better economic outlook parents will be happy to spend more to obtain products that are clean and without additives.

COMPETITIVE LANDSCAPE

Leading brands have stagnant sales as portfolios remain unchanged

The leading company Janssen-Cilag as well as all of the top five players saw lower or declining sales growth compared to the previous year and lost value share as well in 2017. It is noteworthy that whilst sales in this category did grow healthily over the year, the leaders’ sales were relatively stagnant.

Pharma brands are strongest in baby and child-specific sun care

Pharma brands have a surprisingly weak position in baby and child-specific products. This is mainly because a lot of pharma products have chosen to position, for example, skin care products for families rather than babies and children.

Small brands are emerging as an alternative

Although baby and child-specific products is not a particularly vibrant area, new small brands were entering the marketplace. Finnish Alva Organics, which started as a pure exporter of its organic baby and child-specific Sophie La Girafe Baby personal care brand, did gain visibility in Finland from 2016 onwards, about the same time as the toy of the same name gained popularity amongst parents in Finland.

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