Baby and Child-Specific Products in North Macedonia

2020 IMPACT

Less dramatic current value decline as parents prioritise the needs of their children

In response to the COVID-19 pandemic, baby and child-specific products will see current value decline in 2020 overall, however at a slower rate in comparison with other product areas as parents consider items necessary. Falling growth rates are attributable to a drop in purchases of those products deemed to be inessential, especially when babies and children have been rarely going outside.

Baby wipes and medicated wipes and nappy (diaper) rash treatments continue to perform well

In 2020, baby wipes will remain by far the largest product area overall and prior to the COVID-19 pandemic, there was a trend across the Balkan region towards use of baby wipes in place of not only general-purpose wipes for personal hygiene, but also as surface wipes around the home. The trend has increased in response to the pandemic and has also been growing among consumers with no children as well as parents who regularly purchase baby wipes and was partly responsible for preventing a slowdown of baby wipes’ growth in the face of increasing competition from specialised wipes products.

E-commerce gathers pace as parents avoid possible contamination of the virus

In response to the COVID-19 pandemic, e-commerce has been gathering pace in 2020, largely thanks to the widening of brands available for purchase online. Many parents have also been avoiding possible contagion by shopping online, resulting in baby and child-specific products increasingly being ordered together with other essential items.

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