Baby and Child-Specific Products in Russia

PROSPECTS

Unfavourable demographic trends pose a threat to the development of baby and child-specific products

The number of newborns in Russia fell for the third consecutive year in 2018, despite the introduction of additional measures to encourage a rise in the birth rate in 2017. According to the Russian Federal State Statistics Service, in 2018 the birth rate in Russia fell by almost 5%.

Declining birth rate encourages companies to seek new target audiences

The declining birth rate in Russia is encouraging companies to look for new growth avenues. The drop in the birth rate has already led to a gradual shift in focus from products for newborns to those for older children.

Promising future for natural and organic baby and child-specific products

The end of the review period saw growing demand for natural and organic formulations in baby and child-specific products in Russia. Russian parents have become more cautious with regard to the products they use on their babies and children, thus prioritising naturalness.

COMPETITIVE LANDSCAPE

Companies seek to tap into the growing natural trend

A number of companies sought to tap into the growing natural trend in baby and child-specific products at the end of the review period. For example, in 2018, Renessans Kosmetik launched a bathing product called Ecotherapy Kids, which supports the natural protective function of babies’ skin and contains various moisturising ingredients such as camomile extract.

Private label ranges continue to expand

The share of private label continued to increase in baby and child-specific products at the end of the review period. This can be attributed to the improved quality of private label products and strong marketing support, which have helped to boost consumer confidence in them.

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