Baby and Child-Specific Products in Ireland

PROSPECTS

Slowdown in birth rates to impact category volume sales

With birth rates anticipated to decline over the forecast period, volume sales of 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.

Everyday essentials driving growth over the forecast period

Nappy (diaper) rash treatments and baby wipes are anticipated to be the fastest-growing categories over the forecast period. Parents of children see these products as everyday essentials for their babies and there is potential for new product developments within this channel.

Ethical consumerism to cause changes in packaging

Ethical consumerism is expected to have an impact on the category over the forecast period. Whilst there is already demand for naturally positioned products such as Waterwipes, there is expected to be an increase in the number of mainstream brands throughout the baby and child-specific product category that also reduce the number of chemicals and unnecessary additives in their products.

COMPETITIVE LANDSCAPE

Increasing competition taking sales from Johnson & Johnson (Ireland)

Johnson & Johnson (Ireland) was the leading player in the category in 2018, with parents showing strong brand loyalty to the Johnson’s Baby brand. However, the company’s value share continued to decline.

Private label penetration continuing to increase

Boots Retail (Ireland) was the second leading player in the category in 2018, showing the strength that private label is having within the baby and child-specific product category. Private label penetration continued to increase as the reputation of private label continued to improve.

Demand for naturally positioned products

There continues to be a growing demand for natural and chemical-free baby and child-specific products. Consumers are becoming increasingly aware of what they place on their children’s skin, as they want the best for their families.

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