Baby and Child-Specific Products in Russia

PRE-COVID-19 PERFORMANCE

In 2019, growth for baby and child-specific products continues to reduce, impacted by the decreasing birth rates in the country

The number of newborns in Russia continued to decrease for the fourth consecutive year in 2019, with additional measures to boost birth rate introduced by Russian authorities in 2017, having little impact. Therefore, according to the Russian Federal State Statistics Service, in 2019, the number of births fell by 8%, while in 2018, they decreased by 5%.

Nappy (diaper) rash treatment leads sales due to its multiple uses, as natural and organic baby and child-specific products gain ground in 2019

Nappy (diaper) rash treatments recorded the best value performance within baby and child-specific products in 2019. Despite the reduction of births in the country, nappy (diaper) rash treatments continued to grow because this kind of product is multi-use, used widely among adults for several skin conditions, as well as on babies.

Johnson & Johnson leads the landscape in 2019, as Svoboda launches a range in partnership with Star Wars and Unicosmetic enlarges its Little Me series

Johnson & Johnson OOO continued to lead baby and child-specific products in 2019. Its strong position is attributed to its wide assortment of goods, intensive promotion and advertising support and developed distribution.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected decline of 2% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

Nappy (diaper) rash treatment is the one area not expected to be negatively impacted as a result of the COVID-19 pandemic in Russia. 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.

Recovery and opportunities

With all areas in baby and child-specific products expected to record a decline in growth for 2020, apart from nappy (diapers) rash treatment, the COVID-19 outbreak has had a significant impact on the industry, which will only slowly recover over the forecast period. Value sales of baby and child-specific goods were already suffering in Russia pre-COVID-19, due to the low birth rate in the country.

Files are delivered directly into your account within a few minutes of purchase.