Baby and Child-Specific Products in Israel

PROSPECTS

Baby wipes remains the largest category

In 2018, baby wipes remained the largest category 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 parents.

Baby and child-specific hair care is growing, and this is set to continue

After baby wipes, baby and child-specific hair care was the largest category in baby and child-specific products in terms of both value sales and product variety in 2018. Hair care products answer a specific need amongst parents and children, and demand for such products is on the rise.

“Natural” moves into the spotlight

Consumers’ growing awareness of product ingredients is driving companies to launch new products with natural claims. Products labelled “natural” are no longer niche, with only one or two specialised brands.

COMPETITIVE LANDSCAPE

Players in baby wipes lead baby and child-specific products

In 2018, baby and child-specific products was led by Kimberly-Clark Israel and Danshar in value terms. These players strongly led baby wipes in this year, with their Huggies and Fresh Ones brands respectively.

Dr Fischer Pharm Labs remains a leader in baby and child-specific products

Dr Fischer Pharm Labs remained a strong player within baby and child-specific products in value terms in 2018. The company owns the brands Kamil, Sarkal and Ultra Sol.

Consumers’ approach to baby and child-specific products

When it comes to their young ones, consumers are especially cautious, and familiarity is the name of the game. They prefer the familiar and safe, rather than the new and cheap.

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