Baby and Child-Specific Products in Norway

PROSPECTS

Extraordinary summer boosts sales of baby and child-specific sun care

Despite booming value sales of baby and child-specific sun care in 2017, which occurred due to good weather during the autumn, sales continued to boom in 2018 following an extraordinarily long and warm spring and summer. Several records were established in Norway and topics such as extreme drought were common throughout this period.

Natural ingredients and labelling remain essential for concerned parents

Similar to other industries, such as food and apparel, demand for naturally-derived ingredients is particularly strong within baby and child-specific products. A strong interest in and demand for natural and certified options has been the most notable factor within the category throughout the review period.

Demographic factors expected to have positive influence on sales

Retail volume sales of baby and child-specific products have been negatively influenced by declining birth rates throughout the review period. Birth rates have declined every year since 2009.

COMPETITIVE LANDSCAPE

Well-known mainstream brands continue to lead value sales

Leading international brands, such as Libero, Natusan and Pampers, continued to lead sales in 2018. The brands are well regarded by Norwegian parents, have a wide distribution network and a long-standing position on the Norwegian market.

Pharmacy brands gain value share

Similar to most beauty and personal care categories, pharmacy brands continued to gain in value share within baby and child-specific products in 2018. Most of the best-performing brands, such as Vichy, Cosmica and Dermica, have been pharmacy brands.

Private label maintains strong position

While the share of private label continued to decline in 2018, it still accounts for almost one fifth of overall value sales, indicating that Norwegian parents remain eager to opt for lower-priced alternatives within baby and child-specific products. Private label brands, such as LilleGo’ and Änglamark, within the grocery channel have struggled despite a rising focus on natural ingredients and sensitive skin, while private label brands in the pharmacy channel, such as Dermica, have registered strong growth.

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