Baby and Child-Specific Products in Switzerland

PRE-COVID-19 PERFORMANCE

Falling birth rate makes for a challenging environment in baby and child-specific products

The declining birth rate in Switzerland and the trend for postponing motherhood are expected to continue creating a challenging environment for baby and child-specific products. However, 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.

Demand for natural formulations to be a key driver of growth

Natural products continued to be a main focus area for baby and child-specific products in 2019, as Swiss parents continued to scrutinise the composition of products and favoured natural and/or organic products. Over the forecast period, growth in baby and child-specific products is expected to be driven by products that are free from harsh chemicals and that feature naturally-derived ingredients.

Private label continues to lead, with Migros at its head, while Galderma is the leading branded player

The strong position of private label in Switzerland is thanks in large part to leading player Migros Genossenschaftsbund. Migros continues to benefit from its vast store network as well as its online store.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 4% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

Baby wipes will see very strong growth in 2020 as consumers stockpile these products during the COVID-19 pandemic for their convenient and practical properties in helping maintain good levels of hygiene and cleanliness. While most other baby and child-specific products will also see slightly improved performances (at constant 2019 prices) in 2020 over a year earlier, these will be less spectacular than the increased growth in baby wipes.

Recovery and opportunities

After the sales spike in 2020, baby wipes will see much more modest growth rates at constant 2019 prices over the rest of the forecast period. Most other baby and child-specific products will see little change in their annual growth rates over the forecast period, with toiletries continuing to decline at constant 2019 prices, while sun care and nappy (diaper) rash treatments will record the best CAGRs, behind baby wipes.

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