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.
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.
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.
Baby and child-specific products will make a full recovery from as soon as 2021, in line with the COVID-19 pandemic coming to an end and more importantly restrictions easing. Despite ongoing migration out of North Macedonia and a falling birth rate, baby and child-specific products will also continue to see current value growth over the durations of the forecast period.
Sun care will rebound from as soon as 2021, however a full recovery is not anticipated until later in the forecast period. Nappy (diaper) rash treatments and medicated wipes are set to continue to perform well in terms of current value growth throughout the forecast period.
As well as delivering improved health and hygiene benefits, manufacturers are likely to invest in developing products made from organic and entirely natural ingredients over the forecast period. Rising environmental awareness and heightened concern about the effect of synthetic ingredients will prompt companies and brands to expand their product lines to include those that satisfy growing demand for sustainable, cruelty-free and ecologically sound skin care products for babies and children.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in North Macedonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Care research and analysis database.
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