Baby and Child-Specific Products in Slovakia

PROSPECTS

An improving demographic situation drives demand in 2018

Positive economic development, cheap mortgages and a stable future outlook in terms of job security among millennials have positively impacted the birth rate in Slovakia, directly bolstering sales of baby and child-specific products. Despite only limited government incentives, further slight growth in the birth rate is anticipated; however, the expensive housing market will remain an issue for young families.

Distribution favours stores with specialised baby departments

In baby and child-specific products, consumers are typically less eager to make purchases during price promotions compared to other beauty and personal care categories, as parents are often more willing to spend on their children than on themselves. Sales through pharmacies, drugstores and, most of all internet retailing, performed well in 2018, thanks to a degree of specialisation, and personnel who are able to help choose the right product.

Natural and organic brands lead sales

A strong focus was placed on baby skin care products by manufacturers in 2018. Brands focusing on sensitive skin saw positive development, such as Bupi with milk protein, by Palma AS.

COMPETITIVE LANDSCAPE

New product launches in 2018

Nivea Baby My First Cream, Nivea Baby Micellar Mild-Shampoo and Micellar Washing Gel were introduced in Slovakia in 2018, as Beiersdorf extended its baby toiletries range under the Nivea Baby brand. The products focus on skin hydration and sensitive baby skin.

Local players are not side-lined

Bupi bar soap with milk protein was introduced by Palma AS in Slovakia in 2018, and the company also introduced Bupi Kids in both shower gel and shampoo, with different variants for boys and girls. Bupi continues to utilise the “Recommended by the Slovak Paediatricians’ Society” slogan, which has helped boost its image among consumers.

Private label strengthens its market position

Private label products increased their share significantly over the review period, thanks in part to the good reputation of dm-drogerie Markt’s and Lidl’s private label products. During 2018, Lidl Slovenska Republika expanded its permanent baby products selection.

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