After a period of stunted growth in 2020, there was a clear rebound in baby and child-specific products sales in Poland in 2021. The reason was the gradual easing of restrictions, the reopening of schools and kindergartens, and the rebound in sales in the store-based retailing channel.
The decision to buy particular baby and child-specific products depends only on the parents of young children and babies. Parents are guided by the advice of doctors, family, and more and more often by parenting blogs or social media.
Slightly older children (over four years old) have a significant influence on their parents’ buying decisions when it comes to personal care products specifically for them. They are mainly guided by the emotions that the product evokes in them.
The Polish market for baby and child-specific products is still in a growth phase, and positive growth rates are expected over the entirety of the forecast period. Polish families are becoming wealthier.
The biggest barrier to the development of baby and child-specific products in Poland is the poor demographic situation, which is constantly deteriorating. According to the Central Statistical Office, there were just over 355,000 live births in 2020 (compared to 375,000 in 2019).
In Poland, baby and child-specific products are still more frequently bought in supermarkets or discounters because of the very competitive prices and frequent promotions in these stores. In addition, children often want to see and choose products for themselves.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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