With a continued focus on hygiene and local parents spending greater time at home with their babies and toddlers in an extended lockdown, baby care performed well in 2021, despite the pandemic’s sapping effect on disposable incomes. In line with historical trends, baby and child-specific skin care was the top performer in current value growth terms in 2021, followed by baby and child-specific toiletries and baby and child-specific hair care, as parents maintained their focus on allergies and the sensitivity of their babies’ skin.
Despite the category’s overall success, brands were redistributed in share terms, as major names lost ground to smaller boutiques, which increasingly offer baby and child-specific hair care, skin care and toiletries. This is largely attributed to proliferating concerns linked to the ingredients that are used in formulations, for both their babies’ skin and the environment.
Bricks-and-mortar closures, combined with strong promotional activity, drove parents online in search of lower prices and a wider range of options. Sales via e-commerce were also supported by consumers wanting to remain in the safety of their homes in the hope of shielding their babies from the virus.
Boots and other private label producers outperformed many brands in 2021, as the pandemic’s effects continued to impact parents’ pockets. Their solid online presence and offer of free delivery services have quickly gained consumers’ attention.
The rising interest in sustainability will likely drive further product innovation in nature-identical ingredients that attempt to imitate natural compounds. They are synthetic but chemically identical to natural ingredients and thus protect the environment.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Care research and analysis database.
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