Baby and Child-Specific Products in Greece

PROSPECTS

Poor prospects due to combination of demographic crisis and economic hardship

Bolstered by baby wipes and sun care product, value sales of baby and child-specific products grew in 2018 after declining throughout the review period in the face of the ongoing demographic crisis and economic hardship. This prompted intense offers and discounts and generated consumer trends that favour the use of a single product for the whole family at the expense of baby and child-specific ones.

Momentum of tourism keeps fuelling growth for sun care

Baby and child-specific sun care saw value sales grow in 2018, and the category is expected to continue recording positive growth over the forecast period due to the momentum of inbound tourism and rising consumer awareness regarding sun exposure risks. In Greece, baby and child-specific sun care will always be a high priority for consumers and manufacturers and they will make constant improvements, adding more natural ingredients to address parents’ growing demand for natural products.

Multiuse trend drives growth for baby wipes

In contrast to the “one product for the whole family” trend, baby wipes continued to profit from the fact that they 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.

COMPETITIVE LANDSCAPE

Domestic Mega Disposables assumes lead over Johnson & Johnson as Baby Care increases its value share

Domestic Mega Disposables surpassed multinational Johnson & Johnson to take first place in baby and child-specific products in 2018 on the strength of its Baby Care brand, which has steadily gained ground and increased its value share by more than a percentage point in 2018 whilst sales of Johnson & Johnson’s Baby brand stagnated. Widely known for its baby and child-specific products and enjoying high loyalty to its brands and product lines, Johnson & Johnson Hellas had led the category in Greece throughout the review period.

Significant presence of domestic players

Like Mega Disposables, Septona is another, most dynamic Greek manufacturer, which is present in baby wipes as well as in baby and child-specific skin care and toiletries. The company recorded double-digit value growth baby wipes in 2018.

Stagnant sales for private label products

Tight consumer budgets did not translate to good performance for private label products in 2018. Greek consumers hesitate to choose unbranded products for their babies, especially when it comes to skin care.

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