Baby and Child-Specific Products in Norway

PROSPECTS

Concerned parents increasingly opt for natural products

Demand for products containing naturally-derived ingredients is particularly strong within baby and child-specific products. Norwegian parents are becoming increasingly health-conscious, and remain unwilling to compromise on quality when it comes to their children.

Demographic factors will put pressure on volume sales

Whilst volume sales of baby and child-specific products continued to endure a high degree of pressure from the declining birth rate in 2017, the stronger financial situation of first-time parents facilitated the introduction of value-added products by manufacturers, such as natural and organic products. The birth rate in Norway has dropped every year since 2009, and in 2017 equalled 1.

Certification and labelling add credibility

Since most prominent baby and child-specific products in Norway have a strong focus on natural ingredients, the majority of manufacturers have put rising emphasis on certification and labelling as a way to differentiate and add credibility. Certification and labelling have added value in most industries, such as food, in which labels indicating if products are organic or locally-sourced have boomed in popularity.

COMPETITIVE LANDSCAPE

Segmentation adds value for leading manufacturers

Leading brands such as Natusan and Dr Greve Pharma are highly trusted and regarded by Norwegian parents. They also have a long-standing presence in the Norwegian market, and largely managed to sustain their value shares in the review period, despite rising competition from smaller brands with a stronger focus on natural ingredients and the rising popularity of pharmacy brands.

Nappy/diaper brands benefit from high exposure

The two branded giants in nappies/diapers in Norwegian grocery stores, Libero from Essity and Pampers from Procter & Gamble Norge, held strong positions within baby and child-specific products in 2017. Their prominent positions are attributed to their high value shares within baby wipes, which are often displayed in-store as a complement to nappies/diapers.

Different levels of recognition for certification labels

Whilst most major players, such as Libero, Natusan and Dr Greve Pharma, carry certification labels, there are different levels of recognition, and brands that carry better-known labels are expected to benefit. For example, whilst Natusan has labels such as Dokumenteret Mild and No More Tears, along with the Asthma and Allergy Association Denmark and the Swan Ecolabel, Dr Greve Pharma only carries the Swan Ecolabel and the Asthma and Allergy Association Norway labels.

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