The pandemic overall has had little impact on demand for baby and child-specific products in German in 2020, with the category experiencing marginally slower current value growth. The early days of lockdown resulted in some stockpiling as parents were concerned about the possibility of extended restrictions and empty shelves in retailers.
Baby wipes remained popular in 2020 as a result of the home seclusion trend stemming from the pandemic, not only due to parents’ greater vigilance in terms of hygienic practices for their babies but also due to a multipurpose approach to using baby wipes. An increasing number of consumers opted to use baby wipes as an alternative to toilet paper, general cleaning wipes or wipes for sanitising surfaces or hands, especially during the height of stockpiling when many hygiene-oriented products were sold out in retailers.
Demand for baby and child-specific sun care suffered significant declines in 2020 due to less travel and pandemic-related limitations. Nevertheless, German parents are particularly enthusiastic when it comes to protecting their children’s skin against the sun; while the need to use sun protection decreased significantly due to a lack of holiday trips taken in 2020, outdoor activities during the summer months were deemed essential in terms of using baby and child-specific sun care.
Most areas of baby and child-specific products are expected to register similar performances to 2020 heading into the forecast period, with low volume growth rates. The only exceptions will be baby wipes and sun care.
Baby and child-specific products with a medicated or dermatological positioning (including dermocosmetics) experienced greater interest from parents over the review period. Even during the pandemic, when the tendency to choose less expensive brands and, in general, trading down of purchases, was noticeable, consumers continued to show huge demand for dermocosmetics brands – in both mass and premium segments.
As a result of consumers reducing their visits to physical stores during 2020, e-commerce registered double-digit current value growth and further share gain within baby and child-specific products. While a degree of return to stores is expected from 2021, some parents are likely to continue to place online orders as e-commerce offers competitive prices, a wider range of products, especially for specialist options such as dermocosmetics or medicated brands, as well as the convenience aspect of home delivery.
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This report originates from Passport, our Baby Care research and analysis database.
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