Baby and Child-Specific Products in Slovenia

PRE-COVID-19 Performance

Declining birth rates hamper sales, but increased per capita spending on an upturn

Baby and child-specific products is both driven and hampered by birth rates in Slovenia. According to national statistics, there has been a marginal decline in the number of birth rates in Slovenia since 2013 and this has resulted in a slowdown in the growth of baby and child-specific products which we continued to note in 2019.

Medicinal products and ubiquitous baby wipes stimulate small growth

Almost all sub-categories saw a decline in value in 2019, with small growth only seen in medicated baby and child-specific products, nappy (diaper) rash treatments, and baby wipes. Baby wipes continuing to be the largest category in value terms in 2019, due to the multiple uses of baby wipes for anything from household cleaning purposes through to using them as facial wipes.

Beiersdorf doo continues to pip Johnson & Johnson doo to the post, thanks to success of Nivea brand and new product launch

Beiersdorf doo continued to lead in 2019, but only be a decimal point ahead of Johnson & Johnson doo. This is thanks to Beiersdorf doo’s leading Nivea Baby brand, which remained more popular in Slovenia in 2019 and held a slightly stronger lead.

2020 AND Beyond

COVID-19 impact

Sales of baby and child-specific products are now expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

Baby and child-specific products is not seeing any significant changes thus far in 2020, as the category offers essential items which parents are typically unwilling to compromise on. Furthermore, the heightened need for personal hygiene is helping to protect the category from a major impact.

Recovery and opportunities

As baby and child-specific products are essential items, with many products having further uses beyond their segment per se, growth is expected to continue over the forecast period. Players can see opportunities for innovation in baby wipes, as this is a strong sub-category which can be expanded upon.

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