Baby and Child-Specific Products in Romania

PROSPECTS

Higher disposable incomes drive sales

The most important driver for the performance of baby and child-specific products in 2018 was the higher average income, which was a consequence of three years of strong growth in the economy, and the government increasing the wages of public employees. Moreover, parents become more aware of the array of products meant to benefit their babies and to reduce effort, which, combined with increased disposable household incomes, was a significant driver of category growth.

Baby and child-specific products is impacted by a decreasing birth rate

The dynamics of baby and child-specific products in 2018 were affected by demographic changes in the Romanian population. The birth rate continues to be low, and decreased in 2018 compared to the previous year.

Baby and child-specific sun care is the most dynamic category

Strong growth in baby and child-specific sun care was the result of family doctors increasingly recommending attention to sun exposure for babies. Baby and child-specific sun care products typically have high sun protection factors and added benefits, which has led to them being purchased instead of adult sun care products for use by babies and children.

COMPETITIVE LANDSCAPE

International companies dominate sales

The clear dominance of international companies in 2018 and over the review period as a whole was the result of their wide product ranges and strong distribution networks. Leading players like Johnson & Johnson Romania, Beiersdorf Romania and Avon Cosmetics Romania benefit from the good reputations of their brands aimed at adults, which puts them in a stronger competitive position compared to other brands.

Domestic companies rank far behind

The best positioned domestic company in 2018, Farmec SA, ranked far behind the international players. It is present with Gerovital Sun in baby and child-specific sun care, and the brand Petrini in skin care.

Private label makes the first steps in the category

Retail chains have made small steps to introduce private label in baby and child-specific sun care. Such products have yet to prove successful, because of the strength of the major international brands and the fact that parents are generally not seeking cheap products for their babies.

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