Baby and Child-Specific Products in Greece

PRE-COVID-19 PERFORMANCE

Unfavourable background trends continue to suppress demand in the category

Although baby and child-specific products registered strong value growth in 2019, the category’s full growth potential remains unrealised due to two unfavourable background trends. The most important of these is Greece’s ongoing demographic crisis, specifically the country’s low birth rate.

Mega Disposables leads sales due to its strong position in baby wipes

Domestic tissue and hygiene specialist Mega Disposables maintained its leading position in baby and child-specific products in 2019 via its popular baby wipes brand Baby Care, followed by the multinational player Johnson & Johnson. The US-based company’s brand Johnson’s Baby is well-established as a byword for baby and child-specific toiletries for many Greek consumers, having led sales in the category for many years.

Focus on avoiding sun damage to skin and buoyant inbound tourism boost sun care

2019 saw baby and child-specific sun care remain a significant and positive contributor to overall sales of baby and child-specific products as positive value growth was recorded in the category over the course of the year. This growth is being driven by the rising awareness of the health hazards that flow from excessive sun exposure, with the skin of babies and young children are considered to be particularly sensitive to overexposure to the sun.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is in line with the expected 4% 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

As mentioned above, baby wipes experienced a temporary spike in demand during March 2020 as many households, mainly those with babies and young children, stockpiled baby wipes as well as nappies/diapers and other products that are considered essential for taking care of babies and infants. However, baby and child-specific sun care is believed to have been hit by the closure of Greece’s borders for much of the first half of the year, with a significant proportion of sales of these products accounted for by foreign tourists visiting Greece on beach holidays.

Recovery and opportunities

The main factor influencing demand for baby and child-specific products in Greece is the country’s birth rate and it is expected that this will continue declining over the forecast period. This is set to continue placing pressure on demand in the category, although the ongoing recovery of Greece’s economy is to ensure rising spending per child, supporting positive value growth overall.

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