The performance of baby and child-specific products in Greece is dependent on the constantly deteriorating demographic crisis. The end of the review period saw birth rates making negative records.
The most dynamic category within baby and child-specific products in 2021 was sun care, which recorded strong growth in both value and volume sales. One reason for the strong growth was the comeback of an important part of tourism (from mid-June onwards) lost during the grim 2020, when travel restrictions and the general turmoil of the first phase of the pandemic took a devastating toll on Greece’s “heavy industry” and also limited Greeks’ holiday time.
Mega Disposables SA continued to lead baby and child-specific products in 2021, based on its clear leadership within the key and growing (due to rising penetration and frequency of use) category of baby wipes, where consumers value quality and a trusted brand name. (This is why private label baby wipes products have small and declining share in Greece.
Greece’s demographic crisis is set to last throughout the forecast period, while the COVID-19 pandemic and its economic repercussions will be a factor of insecurity, further undermining the capability of some consumers to start families and this will inevitably limit the growth prospects of baby and child-specific products. However, the inelastic nature of the category, given parents’ dedication to the wellbeing of their offspring, along with factors like the broader consumer basis for the key market of baby wipes, the increasing occurrence of skin irritations that boosts sales of skin care products (and nappy rash treatments) and the prevalence of all things hygiene-related in the current context that favours toiletries, will all translate into moderate value sales growth over the forecast period.
As was the case in 2021, baby and child-specific sun care will drive growth also over the forecast period. As the impact of the pandemic on travel withdraws and inbound tourism, Greece’s most valued industry, returns to its dynamic performance, sales of sun care products are set to keep increasing.
A decisive factor fuelling current and forecast growth is the high level of promotional intensity that characterises many product categories within baby and child-specific products in Greece. Extended offers and discounts, commonplace in baby wipes, skin care and toiletries, are set to continue driving demand from financially-stressed, cost-wary consumers.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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