Baby and child-specific products performed fairly well in current value terms during 2021. Sales in baby and child-specific skin care, hair care, toiletries and sun care grew more dynamically than in 2020.
Baby and child-specific sun care saw by far the most dynamic performance within baby and child-specific products in volume and current value growth terms in 2021. Demand increased substantially as the easing of the COVID-19 pandemic led many consumers in Germany to either choose staycations or to go abroad on holiday, and spend more time engaged in outdoor activities than usual.
Similar to other industries, such as packaged food and apparel and footwear, and in keeping with the trend observed throughout the review period, German consumers showed a growing preference for baby and child-specific products made with natural and organic ingredients in 2021. Demand for such products was driven not only by general health-consciousness, but also by environmental concerns.
The biggest barrier to the development of baby and child-specific products in Germany in the forecast period is demography. This trend is very well illustrated by the so-called old age index.
Dermocosmetics brands are expected to gain popularity in baby and child-specific skin care over the forecast period. Parents in Germany are increasingly seeking products that minimise any possible aggravation or irritation to their babies’ skin, be that from ingredients, fragrances and scents, or pigments, which differentiates the category from adult products.
Companies are increasingly expected to limit their ecological impact by reducing the packaging for their products – not only ensuring that their products are more natural and organic, but also to limiting their ecological impact by reducing the packaging used. This is especially true for baby and child-specific products, which have historically used a lot of plastic packaging.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Germany 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 Care industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Baby Care
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 Care research and analysis database.
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