Baby and Child-Specific Products in Slovakia

PROSPECTS

Slowly rising birth rates contribute to retail value growth

Birth rates are expected to remain stable with slight potential for growth, thanks to government initiatives which are likely to be launched over the forecast period. The number of children up to the age of 14 grew more significantly in 2017, by 1% to 839,000.

Demand for premium products

Parents in Slovakia want only the best for their children and are happy to get the products they want for a better than regular price. Therefore opting for premium brands during price promotions or when shopping online gained popularity.

Product recommendations and online sales gain popularity

Internet retailing gained popularity among consumers in Slovakia as baby and child-specific products were increasingly ordered together with nappies/diapers and various baby-related products such as clothing, toys and accessories. Apart from the dynamic development within online shopping in 2017, drugstores and pharmacies remained the two most trusted distribution channels for consumers.

COMPETITIVE LANDSCAPE

Free product samples and product recommendations important

Competition between manufacturers is strong – it starts at a baby’s birth, when parents in the hospital are given gift cases/baskets with free product samples of various baby cosmetics products. This is to establish product loyalty and provide information to the parents.

Product innovation favours premiumisation

In 2017 brands with added value and better quality were increasingly in demand among consumers, as they were able to spend slightly more money. For example, within baby sun protection Nivea Sun Kids SPF 50+ (by Beiersdorf Slovakia sro) was introduced in a pocket-size packaging format.

Children’s brands depicting popular cartoon characters remain popular

Product innovation within bath and shower products marketed for children is closely connected to popular movie and cartoon characters. For example, characters from Star Wars, Minions, Cars and Frozen remained in high demand, with the majority of marketing done by the product packaging.

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