Baby and Child-Specific Products in Sweden

PROSPECTS

Sun care boosts sales of baby and child-specific products

The exceptionally hot and sunny spring and summer boosted sales in baby and child-specific sun care, as Swedish parents are careful about exposing their children to the sun. Sweden generally has a rather mild summer temperature, with a mix of rain and sunshine.

Conscious parents drive sales of baby and child-specific products

Chemicals and plastics have been growing concerns for parents when it comes to baby and child-specific products. Ecological and natural ingredients, natural scents and pharmacy brands therefore saw increasing demand during 2018.

Internet retailing and chemists/pharmacies see strong growth

Internet retailing and chemists/pharmacies gained distribution share in baby and child-specific products in 2018, as premiumisation increased and pharmacy brands continued to become more popular. Swedes purchased goods online because of the larger variety of brands available, their lower prices, and the convenience of delivery.

COMPETITIVE LANDSCAPE

McNeil Sweden leads baby and child-specific products

McNeil Sweden continued to lead baby and child-specific products in value terms in 2018, due to its well-recognised brand Natusan Baby, which is available in all baby and child-specific product categories except sun care. The brand has gained popularity thanks to its widespread distribution and long-standing presence in the market, and continuously focuses on research and development into baby skin care and hair care products.

Pharmacy brands are increasingly appreciated

Swedes are increasingly conscious of the quality of baby and child-specific products due to reading product reviews, leading to demand for fragrance-free products. This has been reflected in a shift from grocery brands to pharmacy brands.

New brands focus on ecological and natural ingredients

Parents are demanding more niche brands which focus on eco-friendliness, high quality and natural ingredients. Examples of this are the growing sales of brands such as eco-brand Weleda, Estelle & Thild, and Naty, an eco-brand with a portfolio of baby wipes and nappies/diapers.

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