Value sales of baby and child-specific products are set to slow in Poland as a result of the pandemic. Volume sales have been largely unaffected by the crisis; many of these products are essential for parents, especially for babies, and in addition patterns of use across the whole category have not been affected by social distancing or restrictions on socialising and entertainment.
Although most products within the category are set to see limited disruption as a result of the crisis, there are exceptions. Baby and child-specific sun care will see a sharp drop in value sales sun in 2020.
E-commerce sales have seen value sales share of baby and child-specific products almost double in 2020. Obviously, the main factor in this has been the sporadic lockdowns on consumer movement and retail that were introduced in the spring and at the end of 2020, which severely limited the activities of brick-and-mortar stores located in shopping centres (especially beauty specialist retailers).
Sales of baby and child-specific products are set to bounce back quickly in 2021, with spending in constant terms set to be higher than in 2019. Demand for these products is ingrained in many parents, and the comparative lack of price sensitivity when it comes to spending on children means that spending levels 2020 should recover once the Polish economy starts to reopen.
Although the slight dip in unit prices that has been seen in 2020 is set to recover in 2021, the return of high infection rates in March 2021 is set to undo the gains in consumer confidence made in the last half of 2020. Polish consumers increasingly fear the economic impact of the virus as much as the virus itself, and the possible loss of income or even jobs will make middle class and lower income households more cautious when purchasing products.
The pandemic has, unsurprisingly, led to a spike in consumer interest in health and wellness. This trend is especially pronounced in baby and child-specific products, as parents seek to create the safest possible environment for their children in terms of hygiene and sanitation.
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This report originates from Passport, our Baby Care research and analysis database.
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