Baby and child-specific has been negatively impacted by the declining birth rate in recent years, although a slight rise in births in 2021 supported a return to solid growth in current value sales. Fewer COVID-19 restrictions in 2021 provided a positive economic climate to support demand for baby and child specific products.
Natural products have gained popularity among Finnish parents, with consumers showing a willingness to invest in products that they perceive to be kinder to their children’s skin. Many parents are increasingly seeking out products without fragrances or chemicals, especially within baby and child-specific skin care where parents are naturally concerned for their child’s skin and health.
Sensitive skin and product safety continued to be essential to Finnish parents. Certifications are adding credibility to a baby and child-specific products enabling consumers to make choices that align with their needs.
Baby and child-specific products is expected to witness strong growth over the forecast period. Sustainable and more natural products including organic and vegan benefits will be a driving force adding value to the category.
Private label ranges are expected to expand and launch more sophisticated products to challenge the sales of brands over the forecast period. In 2021, 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 in larger packaging size to offer consumers better value for money.
In such a competitive and fragmented category, 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 Care 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.
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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 Definitions
This report originates from Passport, our Baby Care research and analysis database.
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