Baby and child-specific products saw solid current value and retail volume growth in 2021. Demand for baby and child-specific products is less vulnerable to economic conditions, due to the essential nature of such products.
Even though baby and child-specific products saw noticeable current value growth in 2021, this was largely due to the growing interest in premium baby and child-specific products. In 2021, Romania recorded the lowest birth rate in the century.
Johnson & Johnson Romania has led baby and child-specific products for many years and continued to do so in 2021. Due to a recent lawsuit involving Johnson & Johnson Romania’s baby powder, Romanian consumers have lost some trust in the category leader, leading to accelerated decline of sales and share in 2021 for the company.
Whilst chemists/pharmacies is expected to remain the main distribution channel for baby and child-specific products, e-commerce is set to show the most dynamic growth in the coming years. The channel is benefitting from a boom in new online businesses entering baby and child-specific products, such as Bebe Tei and Farmacia Tei, and the growing popularity of shopping online amongst Romanian consumers.
Over the forecast period, it is expected that there will be higher demand for products with natural and organic formulations. Parents in Romania are becoming increasingly mindful of the products they are purchasing for their babies and children, prioritising products that are labelled as being natural.
In recent years, the birth rate has been falling in Romania, with no change to this expected over the forecast period. This is due to young couples increasingly postponing the decision to start a family or have children.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Romania 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 Romania, 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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