In the last few years, reduced spending on non-essential baby care items such as haircare and skincare product has been a growing problem impacting the industry in recent years due to increasingly fewer people in developed nations such as Ireland having children.
Nappy (diaper) rash treatments saw the best growth in 2020, as the lifestyle restrictions, social distancing measures and sanitary and economical anxiety caused by COVID-19 caused consumers to focus on essential items. In contrast, baby haircare and toiletries saw slower growth due to the focus on essential items, with families being confined to their homes and thus abandoning some more discretionary personal care habits for reasons of convenience; also because of parents being more conscious with their spending in the face of the looming global recession brought about by the pandemic.
Johnson & Johnson (Ireland) Ltd continues to rank first in Ireland as, during the pandemic, anxious and more cautious consumers turned to brands they trusted. The company’s strong baby care portfolio and longstanding reputation continues to appeal to consumers, despite increasing competition from private label and smaller local brands with natural and/or organic claims, which are more attractive to conscious and quality, health focused parents.
In an increasingly competitive landscape, market players are trying to combat the increasing competition within baby care products by focusing more on product development, eco-friendly and natural credentials. Growth in baby and child-specific products is set to post a positive performance over the forecast period, despite the anticipated slowdown in birth rates, as parents prioritise buying higher quality for their children, over that which they buy for themselves, as shown by the last financial recession in which parents continued to buy the best items they could afford for their children.
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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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