Baby and Child-Specific Products in Israel

PRE-COVID-19 PERFORMANCE

Growth in 2019 is driven by positive population growth and well-known brands that consumers trust and rely on

In 2019, baby wipes remained the biggest products area within baby and child-specific products in value terms, accounting for two-thirds of sales. This is due to the convenience of these products, which are now considered essential by many parents.

Added-value products and natural ingredients encourage sales in baby and child-specific products in 2019

Added-value products within the baby and child-specific landscape grew in 2019, with manufacturers adding additional benefits to items, allowing them to stand out from the competition, offering unique items to gain better cut-through. Launches in 2019 which offered additional benefits included La Roche-Posay Anthelios XL Wet Skin Gel, a high sun protection gel, Vichy Capital Soleil Anti-Sand Mist which allowed sand to be easily brushed off skin and a multi-vitamin shampoo for kids, released by Dr.

Familiar brands lead the competitive landscape in 2019, with consumers buying habits leaving little room for new players to enter the landscape

When it comes to their children, consumers in Israel are especially cautious, and many prefer familiar and safe products, rather than new launches, even if they are cheaper. Consumers tend to use the same brand for years; sometimes even the same one their parents used when they were children.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 4% 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

All areas in baby and child-specific products are expected to drive growth in 2020, as consumers in Israel classed products for their children's health, wellbeing and hygiene, as essentials during the COVID-19 pandemic.

Recovery and opportunities

With all areas in baby and child-specific products expected to continue to drive growth in 2020, the COVID-19 pandemic will not have a negative impact on the industry; rather, it boosted sales by motivating stockpiling behaviour. This increase in growth compared to the pre-COVID-19 prediction will not continue into 2021, when growth will be slightly lower than predicted pre-COVID-19.

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