Baby and Child-Specific Products in Spain

PROSPECTS

Fewer children affects sales

The decline in the Spanish birth rate is expected to be the biggest threat to the growth of baby and child-specific products in the coming years. 2016 was the first year in Spanish demographic history in which the number of deaths was higher than the number of births, and 2017 followed the same trend.

Conscious parents set to support sales

Over the review period, parents became increasingly informed about and aware of products and attitudes that might damage their children. These new super-informed parents are increasingly demanding natural ingredients and organic ingredients in the formulae of products for their children.

Segmentation is back

Once the economic crisis is overcome, and with the Spanish employment rate growing, it is expected that although there are fewer children in Spain, they will be spoiled more by their parents. Families will switch from using the same product for the whole family to buying specific products for each member of the family, including children.

COMPETITIVE LANDSCAPE

Private label continues to lead

Private label led baby and child-specific products in value terms in 2017. Within private label ranges it is still Mercadona’s range Deliplus which accounts for the highest share.

Following the leader

Johnson & Johnson and Procter & Gamble España were the second and third most important companies respectively in terms of value sales in baby and child-specific products in 2017. The latter is active in the country with the brand Dodot, with its strength remaining in baby wipes.

Smaller niche brands come into scope

The growing interest of parents in less artificial products and natural ingredients is resulting in a number of brands that offer special organic ranges coming into scope. This is the case of brands such as Naturaverde and Corine de Farme.

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