Baby and Child-Specific Products in Spain

PROSPECTS

Products for babies still drive sales

Spanish parents allocate a larger amount of money for their under-two children relative to their older ones. This is linked to the fact that younger children and babies have more sensitive skin and therefore Spanish parents tend to buy higher-quality products, usually of higher price per unit.

Need to find inspiration somewhere else

Traditionally, sales of products for Spanish children were driven by the most popular cartoons on Spanish TV. For example, products with Disney princesses or with Marvel superheroes on them where amongst the most popular, especially for children over four and in categories such as baby and child-specific toiletries.

Birth rate is still constraining higher sales growth

Spain saw its worst birth rate data since 1941 in 2018, and this rate is not expected to change in the years to come, according to Euromonitor International data. Spain is suffering continuous declines in the birth rate.

COMPETITIVE LANDSCAPE

Newcomers arrive

A strong new player arrived to the category in 2018: Unilever. The international player launched a range of baby- specific products under its umbrella brand: Baby Dove.

Private label still on top with its strength in baby wipes

Baby wipes is still the leading category in baby and child-specific products. Consequently, the leader of this category leads sales, and that leader is private label, especially the leading Spanish supermarket chain: Mercadona.

Johnson & Johnson maintains lead in baby and child-specific products overall

Without taking into account the wipes, the leader is still Johnson & Johnson. The company is the most active in terms of advertising on child-specific TV channels, although this has not been enough to stem the company’s decline in value share, which is suffering increased competition from niche organic brands and pharma ranges.

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