Baby and child-specific products returned to growth in 2021 in current value terms, having suffered a steep decline in 2020. Sales improved in 2021 thanks to an improvement in the pandemic situation which allowed children to return to more active lives outside the home.
The trend towards natural and organic ingredients continued to impact the demand for baby and child-specific products in 2021, with new product launches tending to have a high percentage of natural and organic ingredients. Consumers are generally more concerned about the ingredients in baby and child-specific products compared to other beauty and personal care categories, with babies and children seen to be more sensitive and more at risk from the use of chemicals in products.
Johnson’s Baby remained the leading brand in baby and child-specific products in 2021. Johnson’s Baby updated its Johnson’s Baby product formulas in the review period including the introduction of gentler ingredients.
Sales of baby and child-specific products are expected to receive a short-term boost thanks to the expected gradual return to more active social lifestyles for children. However, the early months of 2022 are likely to be negatively impacted by the Omicron COVID-19 variant, which led some Italians to feel less optimistic than they had been earlier in the year.
Italy recorded 12,500 fewer births in the first nine months of 2021 than in the same period of 2020, with this equating to an even more significant decline in the birth rate than was seen in the previous year. According to the Italian National Statistical Institute, the sharp decrease in the birth rate was related to the unfolding of the COVID-19 pandemic, which in January 2021 led to a record breaking drop in the birth rate.
E-commerce witnessed dynamic growth in the distribution of baby and child-specific products in 2020 and 2021 due to parents opting to shop from home due COVID-19 fears and restrictions. There is still seen to be plenty of room for growth for e-commerce with consumers having become familiar with convenience of shopping online during the pandemic, while the range of products and services available online exploded.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Baby Care industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.See All of Our Definitions
This report originates from Passport, our Baby Care research and analysis database.
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