Baby and Child-Specific Products in Sweden

PROSPECTS

Concerned parents demanding mild and natural products

Swedish parents are increasingly concerned about the presence of chemicals, plastics and heavy metals in baby and child health products. As a result, demand for ecological ingredients and neutral scents is rising.

Internet sales growth remains limited

While growing, internet retailing sales remain limited within baby and child-specific products. In general, consumers are becoming more accustomed to purchasing products via the internet, although many parents still prefer to test products before purchasing.

Scope to increase sun protection usage

The Swedish Radiation Safety Authority has successfully increased awareness among Swedish parents about UV-radiation. As a preventative measure, the authority released a digital version of “Solboken” to guide parents and children.

COMPETITIVE LANDSCAPE

International Nordic brands outperform baby and child-specific products

In 2017, sales were led by McNeil Sweden, which offers the highly popular Natusan brand, while Henkel is also strongly positioned due to its offering of the local Barnängen brand. Both McNeil Sweden and Henkel Norden enjoy strong value sale shares due to their successful creation of a trustworthy and local brand image.

Pharmacy channel growing in importance

Around 15% of sales in pharmacies are related to health and beauty products. One of the brands mainly sold in pharmacies is ACO, which performed well in 2017.

Small brands gaining sales share

Small and niche brands are increasing in popularity due to the trend towards customisation, with more consumers being willing to try products that suit them better. As a result, niche brands such as Naty and Weleda are expected to grow in popularity given their natural ingredients and the ecological trend.

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