Baby and child-specific products recorded increased sales in 2021. Such products are widely considered to be essentials for all families and households with babies and young children, especially baby wipes and baby and child-specific skin care.
Baby wipes and baby and child-specific skin care remained the largest product areas in baby and child-specific products in Lithuania in 2021. In fact, the former was not only useful for cleaning babies, but also for disinfecting purposes during the pandemic.
At the end of the review period, sales of baby and child-specific products were dominated by major international manufacturers offering well-known international brands. Competition in the category remains intense, with second-placed Nestlé Baltics and its Bübchen brand gaining ground on category leader Johnson & Johnson in 2020 and coming in first place in 2021.
As sales of baby and child-specific products were relatively unaffected by the COVID-19 pandemic, the category is expected to continue registering moderate growth over the forecast period. The trends that were in evidence in the category towards the end of the review period can be expected to fully return from 2022, specifically the increasing interest in products that have been designed specifically for babies and young children.
Parents are increasingly buying fewer products for the babies and children, valuing quality over quantity. This is particularly true in medicated categories, in which consumers are willing to spend more to ensure the comfort and good health of their offspring.
Although the share of local manufacturers of baby and child-specific products remained low in 2021, the product area is gaining attention from local manufacturers. One such example is Uoga Uoga which is a premium skin care brand but has added a line of baby and child-specific products to its portfolio.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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