Baby and Child-Specific Products in Ireland

PROSPECTS

Category to register retail value growth despite Brexit challenge

The greatest challenge to the industry will come from Brexit. Despite completing the first phase of Brexit negotiations at the end of 2017, there remained a lack of clarity about how a border between Ireland and Northern Ireland would work if the UK leaves the European Union Customs Union.

Consumer spending on natural ingredients likely to prove popular

The baby and child-specific products category is expected to see good retail value growth over the forecast period. The Irish economy steadily improved in recent years, which left surplus disposable income in consumers’ pockets and in turn allowed for positive volume sales of baby and child-specific products.

Growth will be driven by sales of nappy (diaper) rash treatments

Nappy (diaper) rash treatments is anticipated to the best fastest-growing category over the forecast period. This product is seen as an everyday essential for babies’ delicate skins, with ever-increasing demand for natural products free from parabens and chemicals, as parents seek the best for their baby.

COMPETITIVE LANDSCAPE

Johnson & Johnson Ireland Ltd lead sales due to its natural baby range

Johnson & Johnson (Ireland) Ltd remained the category leader in 2017. While the company’s retail value share continued to decline, it registered retail current value sales growth.

Natural positioning drives growth of WaterWipes

Irish Breeze gained the most value share in the category in 2017. Its strong performance was due to the considerable popularity of the WaterWipes brand.

Private label sales continue to grow at a slower pace

Private label penetration remained positive in 2017. Retail value growth continued but slowed down considerably compared to previous years when affordability was the most important attribute for cash-strapped parents.

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