Baby and child-specific products continued to be relatively unimpacted by COVID-19 in 2021, registering solid current value growth. While most other beauty and personal care categories displayed significant fluctuations in 2020 and 2021, it has been business as usual for baby and child-specific products.
Baby and child-specific sun care performed well in 2021 in current value terms as Norwegians continued to spend their holidays in Norway. The winter of 2021 provided excellent weather, unlike the previous two years, resulting in more skiing.
Norwegians appetite for baby and child-specific products made with natural and organic ingredients continued to dominate in 2021. Similar to other industries, such as foods and apparel, demand for naturally derived ingredients is particularly strong within baby and child-specific products.
The birth rate in Norway has been falling for several years, but the forecast period is expected to result in a marginal upswing in birth rates, which will benefit volume sales of baby and child-specific products to a certain degree. Rising net migration is also set to have a positive influence, although the rising age of first-time parents will continue to undermine volume growth.
Rising demand for baby and child-specific products incorporating natural or organic ingredients and embrace eco-friendly production methods and packaging solutions will continue to be the main driver of value sales throughout the forecast period. Creating brands that are truly sustainable will continue to be a must for companies to remain competitive going forward, to reassure parents who are in search of products that are transparent in how they produce natural and eco-responsible products.
Baby and child-specific sun care is expected to see a decline in value sales at the start of the forecast period as travel moves towards more normal, pre-pandemic levels. While parents are becoming increasingly concerned about their children’s skin health and this is an area where they are willing to spend more, value sales are expected to decline as demand resets before continuing on its upward trajectory.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Baby Care industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.See All of Our Definitions
This report originates from Passport, our Baby Care research and analysis database.
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