Baby and Child-Specific Products in Slovenia

PROSPECTS

Declining birth rate limits demand

According to national statistics, there has been a consistent, marginal decline in the number of births since 2013 in Slovenia, as younger couples have chosen to postpone having children due to career development or financial instability. This has resulted in a slowdown in growth in baby and child-specific products.

Growing demand for natural products

The most dynamic increases in 2018 were recorded by medicated baby and child-specific products and baby wipes, stimulated by the higher rates of skin problems and allergies amongst children. Moreover, when purchasing medicated products that address children’s skin problems, parents make the least compromises on price and tend to consult a pharmacist or other medical expert.

Baby wipes remains the largest category

Baby wipes remained the largest category in baby and child-specific products in 2018 as these products are used for many purposes over and above their primary intended use. Women typically rely on baby wipes as a substitute for intimate wipes, and are often used instead of facial cleansing wipes due to wider availability and affordability.

COMPETITIVE LANDSCAPE

Beiersdorf and Johnson & Johnson in close contention for first place

During 2018, 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. It developed this position thanks to wide recognition of its brand name amongst local consumers and ongoing investment in visible marketing campaigns.

Private label capitalises on consumers’ price-sensitivity

Private label witnessed a further increase in its value share in 2018, as demand for lower-priced economy brands and private label baby and child-specific products continued to grow. Poslovni Sistem Mercator, dm-Drogerie Markt and Mueller Drogerija were the leading private label retailers in 2018.

Innovation geared towards natural ingredients

The underlying trends in new product developments in 2018 included the ongoing reduction in allergenic ingredients and the addition of natural ingredients. Leading manufacturers are expected to continue expanding their existing product portfolios to retain consumers and maintain their ranking against new entrants and private label.

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