Due to the outbreak of COVID-19 in Switzerland, sales of baby and child-specific products recorded a value decline of 2% in 2020, compared to growth of 1% the previous year. With the outbreak of the virus impacting working life – with many consumers working from home and others out of work – financial insecurity rose in the country.
With a strong focus on local retailers that were not impacted by lockdowns, supermarkets and drugstores managed to gain shares during 2020, with drugstores sales benefiting from consumers not being able to shop across borders due to COVID-19 restrictions. As many consumers limited in-store shopping altogether, e-commerce sales also recorded significant growth, with consumers appreciating the platform for offering a safer form of retailing.
The strong position of private label in Switzerland is thanks in large part to leading player Migros Genossenschaftsbund. Migros continued to benefit from its vast store network in 2020, as well as its online store, leading the player to see an uplift in share during the year.
Following a decline in sales in 2020, both value and volume sales of baby and child-specific products are expected to recover from 2021. Sales will benefit from a recovery seen in areas that were previously deemed non-essential, such as baby and child-specific sun care, toiletries and skin care.
As the country recovers over the longer-term forecast period, premium products, including natural and green products, are expected to contribute to growth and become popular once more. This is especially the case within baby and child-specific skin care and toiletries, including specific baby bath and shower products.
The declining birth rate in Switzerland and the trend for postponing motherhood is expected to continue creating a challenging environment for baby and child-specific products over the forecast period. However, as older parents tend to have higher incomes and, with fewer children to care for, they are likely to spend more per child, helping to drive current value growth in baby and child-specific products.
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This report originates from Passport, our Baby Care research and analysis database.
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