In 2020, value sales of baby and child-specific products rose to 5%, compared to growth of 3% in 2019, driven by high sales of baby wipes and nappy (diaper) rash treatment. Stockpiling behaviour was noted in Russia during Q1 of 2020, driven by the fear that if consumers caught the virus or had to self-isolate, they would run low on supplies.
Due to the outbreak of COVID-19 in 2020, consumers had an increased interest in health and hygiene, with sanitation and remaining germ-free becoming more important than ever. With deep concerns around hygiene, parents continued to invest in nappy (diaper) rash treatment during the COVID-19 outbreak, also viewing this as a necessary product for their child's comfort.
Johnson & Johnson OOO continued to lead baby and child-specific products in 2020. Its strong position is attributed to its wide assortment of goods, intensive promotion and advertising support and developed distribution.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Russia 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.
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Baby Care
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 DefinitionsThis report originates from Passport, our Baby Care research and analysis database.
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