Baby and Child-Specific Products in Ireland

PRE-COVID-19 PERFORMANCE

Growth in 2019 is driven by natural ingredients, growing awareness of the importance of sun care, and premium innovations that provide convenience

Baby and child-specific products continued to drive solid growth in 2019. Several factors contributed to this growth.

Johnson & Johnson (Ireland) Ltd leads in 2019, while private label offerings are growing competition on the landscape

In 2019, Johnson & Johnson (Ireland) Ltd continued to rank first in baby and child-specific products. The player benefits from having a strong baby care portfolio and solid reputation, despite rising competition from private labels and smaller local brands, which are increasingly on-trend by focusing on natural and organic claims products.

A slowdown in birth rates in Ireland impacts volume sales in 2019

With birth rates in decline in Ireland, baby and child-specific products are expected to grow at a slower rate compared to the review period. Value sales growth is expected to remain consistent in the coming years as consumers are anticipated to purchase a combination of premium and mass baby products.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

Baby and child-specific products proved slightly more resilient during COVID-19 than other areas. Despite 2020 results predicted to see a stunted growth compared to the pre-COVID-19 predictions, growth will still be positive, due to stockpiling of those goods deemed essential.

Recovery and opportunities

With half the areas in baby and child-specific products predicted to record a decline in growth in 2020, growth in 2021 will further decline, as parents in Ireland remain cautious of costs in times of economic uncertainty. This decline in growth will be driven by baby and child-specific sun care, toiletries and hair care.

Files are delivered directly into your account within a few minutes of purchase.