In 2018, consumers had not changed their attitude to baby products. With purchasing power constantly growing and consumer education constantly increasing, parents continued to opt for the best for their babies; thus, baby-specific products performed well.
Consumers’ purchasing power constantly evolved during the review period, resulting in quite a consistent sales performance for baby and child-specific products. As a result, despite the comparably good performance of the category in 2018, it is already saturated.
Following the general trend in beauty and personal care in Lithuania, baby and child-specific products is gaining from the demand for pharma products. With the aforementioned growth in consumers’ purchasing power and consumer education, more problem-solving medicated baby and child-specific products were purchased in chemists/pharmacies in 2018.
Johnson & Johnson was historically the strong leader in baby and child-specific products in Lithuania, and maintained this position in value terms in 2018. However, the company is constantly challenged by its competitors, especially in chemists/pharmacies, and therefore continued to gradually lose share in 2018.
Biok is the most significant local player in beauty and personal care, including in baby and child-specific products. The company’s baby and child-specific product line under the Kake Make umbrella brand enjoys popularity amongst Lithuanian consumers, benefiting from its good value for money offer and strong marketing.
Baby and child-specific products under the Bübchen brand performed very well in 2018. The brand is enjoying increasing popularity amongst consumers, especially in modern retail channels.
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This industry report originates from Passport, our Beauty and Personal Care market research database.