Baby and Child-Specific Products in Norway

PRE-COVID-19 PERFORMANCE

High demand for natural and organic options, but products remain limited overall

Health and wellness trends remained strong in Norway in 2019, with high eco-awareness and consumer demand for natural and organic ingredients. This was particularly notable in baby and child-specific products, with an emphasis on hypoallergenic and perfume-free products, in minimalistic packaging, clearly labelled as being natural and kind to the environment and skin.

Low birth rate related volume declines balanced out by higher per capita sales to boost value

By definition of the category, demographic factors influence sales in baby and child-specific products. Birth rates in Norway have been in decline since 2009, which has naturally impacted volume sales.

Well-known and eco-friendly brands continue to lead, thanks to consumer trust in their quality

Essity AS continued to lead in 2019, after entering the category in 2017 and taking the lead place with its Libero brand. Overall, well-known and mainstream baby and child-specific brands continued to dominate the category, with Natusan Baby from Johnson & Johnson Consumer Nordic holding second place.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

Baby and child-specific products are essential items which require regular repeat purchases. Unlike many other countries, Norwegian consumers have not been stockpiling during the pandemic, thus no significant changes have been noted thus far.

Recovery and opportunities

Baby and child-specific products looks set to remain a healthy category over the forecast period. The main drivers are birth rate demographics and the fact Norwegians typically have fewer children, but are inclined to spend more per capita on baby and child-specific products.

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