Baby and Child-Specific Products in Greece

PROSPECTS

Demographic and economic crisis to squeeze value sales further

The ongoing demographic crisis continues to take a toll on baby and child-specific products in Greece. Since the recession commenced in 2009, the birth rate has declined.

Multiuse trend to support volume sales of baby wipes

Baby wipes, the largest category within baby and child-specific products in terms of turnover, saw an increase in volume sales in 2017, whereas value sales declined. This came from extensive price discounting and promotions in 2017, as well as the fact that baby wipes are used quite regularly for a wide range of purposes by all members of the household – in the car or the office, for removing make-up, on holidays, and more.

Positive potential for baby and child-specific sun care

Baby and child-specific sun care, the second biggest category, recorded positive value growth in 2017 and will continue doing so over the forecast period, given that awareness of sun exposure risks is generally rising. The expected rise in inbound tourism flows during the forecast period will also be a significant growth driver for baby and child-specific sun care.

COMPETITIVE LANDSCAPE

Johnson & Johnson leads sales

Johnson & Johnson Hellas SA was the leading player in baby and child-specific products in Greece in 2017. The company is well known for its baby and child-specific products and Greek consumers are loyal to its brands and product lines, with Johnson’s Baby being a prime example.

Private label products fail to take off

The adverse economic conditions did not seem to enhance the performance of private label products in 2017. Greek consumers remain reluctant to choose unbranded products for their babies, especially when it comes to skin care.

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