The sales of baby and child-specific products grew by 7% in current value terms in 2020, down slightly on the previous years, but still very much in positive territory. The growth was driven by demand for baby wipes and medicated products for babies and children as a result of the reinforced attention placed on children’s health and hygiene.
Regardless of price preferences, parents are becoming more discriminating of the products they are buying for their children. The aspects of safety and product formulas of child-specific products matter more than in any other personal care product.
Johnson & Johnson continues to hold a commanding 22% value share in baby and child-specific products, in spite of losing a percentage point in share on the previous year due to increased consumer price sensitivity in 2020. It is followed by second-ranked Russian-based company Nevskaya Kosmetika, which gained share in 2020 with its Ushasty Nyan brand, offering a more affordable product line.
Sales in most product areas are expected to record stronger growth in 2021 than a year earlier, with the exception of baby wipes, which saw a spike in sales due to the pandemic. As families return to normal life and the economic situation normalises, they are expected to renew their priorities in baby care and, specifically, in skin care and sun care products as well as toiletries, so that these categories are expected to see some of the highest growth rates as a result of postponed demand.
In the forecast period consumers are expected to become more selective in terms of baby product characteristics. Consumers will increasingly refer to product information on the internet and via social networks and will expect to find a good research-backed explanation of product formulas, both plant-based and science-based formulas.
Baby and child-specific care proved to be one of the most popular product areas in terms of online sales during lockdown, especially from pharmacy online shops. Home-bound parents who have now experienced the benefits of online delivery during the pandemic are expected to continue to use this type of shopping in the post-pandemic period, subject to improved delivery services in the country.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Baby Care industry in Kazakhstan 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 Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Baby Care
This report originates from Passport, our Baby Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page