Baby and Child-Specific Products in Germany

PRE-COVID-19 PERFORMANCE

Value growth supported by rising interest in natural and organic products

As in most other Western European countries, at the end of the review period German consumers were becoming increasingly demanding when it comes to the naturalness of the products they are buying. This tendency is even stronger when it comes to product preferences in baby and child-specific products.

Sun care benefits from a hot and sunny 2019

The exceptionally hot and sunny spring and summer in 2019 boosted sales in baby and child-specific sun care, as German parents are careful when exposing their children’s skin to the sun. Awareness of the correlation between skin cancer and exposure to the sun is continuously growing, and Germans are particularly careful about their children’s sensitive skin.

Johnson & Johnson leads baby and child-specific care; pharmacy brands among the best performers

Johnson & Johnson GmbH remained the leading player in baby and child-specific products in 2019 with its popular Penaten brand, which enjoys a high level of brand recognition and loyalty as well as a strong distribution network. Penaten also benefited from advertising on child-specific TV channels as the brand carries the German Federal Institute for Risk Assessment label, as well as German Allergy and Asthma Association certification.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 3% in 2020 at constant 2019 value prices in light of the impact of COVID-19. This compares to the 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

Consumers were showing significantly stronger demand for products such as baby wipes, since they are considered as essential for cleaning and hygiene purposes, including being able to act as substitutes for all-purpose formats. Baby and child-specific skin care was also seeing increasing sales at the beginning of COVID-19 outbreak, which was related to increased fear of empty shelves.

Recovery and opportunities

After the stronger-than-expected value growth in 2020, 2021 will see a marked slowdown in growth. However, after the slowdown in 2021, the rest of the forecast period will see normalisation of demand, with the baby and child-specific products category returning to recording healthy annual performances from 2022 and beyond.

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