Baby and Child-Specific Products in Israel

PROSPECTS

Innovation focuses on sensitive skin

Growth of baby and child-specific products is generally governed by the population's birth rate, which stood at an average of three children per woman as of 2017. Thus, companies are constantly innovating and launching new products in order to maintain and increase their share, with innovation focusing mostly on products for sensitive skin as there is growing awareness of babies' sensitivity to various ingredients.

Rising interest in natural products

Alongside parents' concerns about sensitive skin, there is also an ongoing trend towards natural products or products containing natural ingredients. Consumers are becoming more aware of the ingredients of products they use for themselves and their babies, and there is an increase in "free-from" claims, such as no SLS and no parabens.

Increasing environmental awareness

While awareness of organic, fair trade and environmentally friendly claims was still very low as at the end of the review period, it is likely that there will be rising interest in such products as the vegan population grows. Vegans tend to have higher environmental awareness and are therefore more inclined to put an emphasis on such claims.

COMPETITIVE LANDSCAPE

Kimberly-Clark Israel leads with baby wipes brand Huggies

Kimberly-Clark Israel led baby and child-specific products in 2017 with its baby wipes brand Huggies, known for quality products as well as a wide range addressing different needs. The second-largest share belonged to Dr Fischer Pharm Labs, with several locally manufactured brands: Kamil, which offers bath products for babies, Sarkal hair care products for easy brushing, and Ultra Sol, the leading brand in baby and child-specific sun care.

Continued focus on innovation from the leader

Kimberly-Clark Israel is expected to continue innovating, focusing on premium products with significant added value and constantly setting new standards for quality in baby-specific products.

Private label on the rise

Private label gained value share within baby and child-specific products in 2017, and while previously consumers were reluctant to try these products and remained loyal to established brands, private label is becoming an increasingly attractive alternative. For example, leading health and beauty specialist retailer Super-Pharm offers the private label line Life, which is becoming a leading quality product that consumers are attracted to.

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