Baby and Child-Specific Products in Italy

PRE-COVID-19 PERFORMANCE

Falling birth rate hits the category although a hot summer and health concerns boost sun care and medicated products in 2019

The decreasing number of births in Italy continued to impact the performance of the category negatively, with a decline in overall retail volume sales in 2019. The latest ISTAT data, which refers to 2018, also showed that 1-in-3 children were born out of wedlock.

Interest in natural products feeds premiumisation but mass products dominate as consumers remain price-sensitive

The interest in “natural” (natural and organic) baby and child-specific products among millennial parents remained niche, but continued to grow at the end of the review period. This trend benefited brands like Mustela, Klorane Bébé La Roche-Posay and Bionike.

Leading players use new formulations and lines to gain a competitive edge

Multinationals continued to lead a fragmented competitive landscape in 2019. The leading player overall, Johnson & Johnson, headed baby and child-specific hair care, skin care and toiletries.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to decrease marginally in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% decline 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

Despite economic concerns, parents are likely to remain reluctant to cut back on the quality of products for their children as Italy emerges out of lockdown in the second half of 2020. However, only baby wipes and medicated baby and child-specific products are expected to see positive growth in retail volume or 2019 constant value terms over the year as a whole.

Recovery and opportunities

A slightly negative retail value CAGR (at 2019 constant prices) in line with the review period performance is projected for the forecast period. COVID-19 is expected to further diminish the desire of many women to have a baby.

Files are delivered directly into your account within a few minutes of purchase.