Baby and Child-Specific Products in Germany

PROSPECTS

Demographic developments expected to continue to support growth

Until fairly recently, Germany was experiencing stagnation in the number of newborns and a declining population of children up to 12 years of age. This served to limit value growth in baby and child-specific products.

Increasing focus on product quality contributes to value growth

While consumers in Germany are generally paying more attention to their health and wellbeing, this is even more so the case for parents when it comes to their children. Social media and online blogs and forums have considerably contributed to awareness among parents about the importance of using products which are specifically designed for babies.

COMPETITIVE LANDSCAPE

Strong consumer trust helps the leading players to increase their share

In 2017, baby and child-specific products in Germany continued to be led by Johnson & Johnson, followed by Nestlé. Both companies offer well-established and trusted brands, namely Penaten and Bübchen, respectively.

Manufacturers increasingly focusing on quality and health attributes

Parents in Germany are increasingly prioritising quality and skin-friendly ingredients when it comes to buying products for their babies and children. Therefore, premiumisation and the launch of added-value innovations are becoming more prevalent in this category, with smaller players such as Weleda increasingly focusing on better positioning themselves so as to compete with the leading players.

Private label set to become more relevant despite the focus on quality

As parents place an ever greater emphasis on the wellbeing of their children, more expensive and high quality products are growing in popularity. Private label products, despite often offering similar results, do not enjoy the same level of consumer trust and hence recorded only a modest increase in value sales in 2017.

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