Over 2021, the developments in baby and child-specific products in Sweden can be considered uneven. The category’s recovery, following a general dip due to Coronavirus (COVID-19), was fuelled primarily by baby and child-specific sun care and skin care, as well as baby wipes.
Meanwhile, the demand for baby and child-specific toiletries and hair care remains affected by strong, negative public opinion on such beauty and personal care products intended for children, particularly younger age groups. Consumers in Sweden are highly aware and very cautious about the allergy risks associated with most beauty and personal care products intended for children, and the media regularly reports on the potential and/or actual adverse health effects perceived to be caused by products in these categories.
Deodorants, colour cosmetics and other beauty and personal care products for babies, children and adolescents are disdained by many consumers in Sweden. Many potential users maintain that the garish and loud aesthetic qualities of such products run counter to what mature consumers consider appealing.
In 2022 and over the forecast period, baby wipes and baby and child-specific sun care and skin care are expected to remain the categories most strongly driving the post-COVID-19 recovery and further sales growth and development. Riding on strong dermocosmetics trends affecting the industry overall, both sun care and skin care are assisted by the general rise in consumer interest in protection and the mitigation of health hazards posed by exposure to the sun.
Some baby and child-specific products are predicted to be less affected by the recovery from COVID-19, such as toiletries and hair care, which many consumers have long felt to be unnecessary or potentially hazardous for their offspring. Their recovery is likely to be weaker than in adult categories of hair care and fragrances, for example, with consequent effects on baby and child-specific brands and types.
The most significant channel shift is set to remain the ongoing and accelerating move to e-commerce and online platforms, including social media, for baby and child-specific products. Initially fuelled by the consumption of adult goods during the COVID-19 pandemic, the e-commerce purchasing trend is expected to become much more common for products for babies and children.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Baby Care
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See All of Our DefinitionsThis report originates from Passport, our Baby Care research and analysis database.
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