In 2021, baby and child-specific products saw no significant changes with the category remaining relatively unimpacted by COVID-19. Instead, sales remained dependent on the demographic situation, namely, the number of babies and children in the country.
Regardless of price preferences, parents are becoming more discerning over the products they buy for their children. The aspects of safety and product formulae matter more in baby and child-specific products than in any other personal care product category as younger humans are thought to have more sensitive and delicate skin.
Johnson & Johnson continued to hold over a fifth of the category value share in baby and child-specific products in 2021, regaining some of the share it lost in the previous year due to increased price sensitivity during the pandemic. The international player was followed by Russian-based company Nevskaya Kosmetika, which continued to gain share thanks to the success of its Ushasty Nyan brand which offers a more affordable product line.
Demand on baby and child-specific products will continue to be dependent on the demographic situation in Kazakhstan as well as the economic situation and recovery from the COVID-19 pandemic. Sales of baby products are expected to see sustained growth in the coming years, supported by the highest ever number of households with children and parents’ desire to buy high quality products to ensure the health and wellbeing of their offspring.
Over the forecast period, consumers are expected to become more selective about the characteristics of the baby and child-specific products they purchase. There is likely to be growing concern about allergies caused by mass products and greater interest in certain ingredients.
Baby and child-specific care proved to be one of the most popular product categories in terms of online sales during the lockdown periods in Kazakhstan, especially via online pharmacy shops. Home-bound parents who discovered the benefits of e-commerce and home delivery during the pandemic are expected to continue to use this type of shopping in the future.
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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.
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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