Baby and Child-Specific Products in Slovenia

PROSPECTS

Birth rate to limit demand

According to national statistics, there was a consistent yet marginal decline in the number of births from 2013 in Slovenia, as younger couples decided to postpone having children due to career development or financial instability; this resulted in a slowdown in growth in baby and child-specific products. Furthermore, parents had tight budgets and only purchased products perceived as essential, such as baby wipes, despite the overall improvement in the economic situation in 2017.

Growing demand for natural products

The most dynamic increases in 2017 were recorded by nappy (diaper) rash treatments and medicated baby and child-specific products, stimulated by the higher rates of skin problems and allergies amongst children. Also, when purchasing medicated products addressing children’s skin problems, parents make the least compromises on price and tend to consult a pharmacist or other medical expert.

Baby wipes set to remain the biggest category

The largest category in 2017 was baby wipes, which are often used for many purposes outside of their primary intended use. Women typically rely on baby wipes as a substitute for intimate wipes, and they often are used instead of facial cleansing wipes due to wider availability and affordability.

COMPETITIVE LANDSCAPE

Two leading manufacturers battle for first place

2017 did not see any significant movement in terms of competitive positioning in baby and child-specific products. Beiersdorf maintained its lead in value terms, mainly due to its significantly developed beauty and personal care portfolio, maintaining a synergistic position in baby and child-specific categories with its globally renowned Nivea Baby brand.

Private label capitalises on consumers’ price-sensitivity

Private label saw an increasing value share in 2017, as demand for lower-priced economy brands and private label baby and child-specific products continued to grow. Most private label products are targeted towards price-sensitive Slovenians, who turned to economy brands and private label in larger numbers following the financial collapse; they remained frugal even when disposable incomes increased.

Innovation geared towards natural ingredients

Although no significant innovations were noted in baby and child-specific products in 2017, several new product developments and advertising campaigns were seen. The underlying trends were a reduction in allergenic ingredients and added natural ingredients.

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