Baby and Child-Specific Products in Portugal

PROSPECTS

Category growth driven by the economic recovery

Baby and child-specific products is expected to record positive value growth at constant 2017 prices over the forecast period. Growth will be supported by rising volume sales thanks to a higher number of consumers buying baby and child-specific products.

Baby and child-specific toiletries expected to be one of the most dynamic categories

Baby and child-specific toiletries is expected to be one of the most dynamic categories over the forecast period. This category includes bodywash/shower gel for babies and children.

Grocery retailers and health and beauty specialists likely to remain the most important distribution channels

Grocery retailers and health and beauty specialists will likely remain the most important distribution channels for baby and child-specific products. Grocery retailers offer a wide range of products and attract consumers through their lower prices and promotions, while health and beauty specialists tend to offer more premium brands known for their high quality and even therapeutic properties.

COMPETITIVE LANDSCAPE

Procter & Gamble and Johnson & Johnson remain the leading players

Procter & Gamble remained the leading player in baby and child-specific products in 2017 thanks to its dominance in baby wipes. However, if excluding baby wipes, Johnson & Johnson was the leading player.

Manufacturers expected to upgrade their offers

Mass brands are expected to continue to be preferred by most consumers thanks to their more affordable prices and improving product quality. Nevertheless, premium offerings will likely gain ground.

Leading players set to invest in better communication with consumers

Over the forecast period the leading players are expected to focus on communicating with consumers through both traditional and digital media but also through developing stronger relationships with maternity hospitals and paediatricians.

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