While baby and child-specific products posted an overall decline in retail volume and current value sales in 2021, most categories saw better retail volume and current value sales performances, compared to 2020. Baby and child-specific products was heavily impacted by the Coronavirus (COVID-19) in 2020.
Retailers in Serbia and some baby and child-specific products producers are turning increasingly to prize competitions and similar events to attract consumers. For example, in December 2021 and January 2022 Beiersdorf (Serbia) doo partnered with the Lilly Drogerie retailing chain to launch an online prize game that revolved around the leading brand in baby and child-specific products, Nivea Baby.
The main trend in the retail distribution of baby and child-specific products in 2021 was the continued shift away from traditional channels like chemists/pharmacies and traditional grocery retailers towards modern formats like supermarkets, hypermarkets and, to a lesser extent, e-commerce. This shift fits with a wider trend in line with the modernisation of retailing in Serbia.
The overall performance of baby and child-specific products is expected to stagnate in the forecast period. This forecast is informed by the predicted drop birth rates and a shrinking 0-11-year-old population in Serbia.
Baby and child-specific skin care had reached a relatively low level of development in Serbia by 2021. However, the category is set to grow in popularity over the forecast period due to the expected improving offer and heightened awareness of the need for milder, specialised products to treat babies’ and children’s skin problems.
In search of growth opportunities, producers are likely to move their focus from baby wipes to other parts of baby and child-specific products during the forecast period. This is predicted to lead to more new launches and marketing activities outside of baby wipes, particularly in baby and child-specific skin care and sun care.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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