Baby and Child-Specific Products in Switzerland

PROSPECTS

Baby and child-specific products to integrate more natural ingredients

Increasing concerns about harmful ingredients will likely continue to filter from baby food to baby and child-specific products over the forecast period, increasing the popularity of natural/organic offerings, most prominently in baby skin care, where the trend is also strong in the adult segment. During the review period, consumers were more cautious about the ingredients listed in products when purchasing baby care, and this trend will likely intensify and lead baby care manufacturers to focus their product innovation on the natural trend.

Baby and child-specific sun care to achieve the strongest value growth

Baby and child specific sun care is expected to continue to record the strongest constant retail value growth over the forecast period. As high temperatures in the summer generally boost sales, the growing awareness of the dangers of excessive sun exposure will continue to drive growth as parents continue to seek products which protect their children.

Lack of innovation and too many product claims

Growth will likely be impeded by a lack of innovation and the ubiquity of product claims, leading to a staid competitive environment. Key trends are expected to continue to focus on natural and organic baby and child-specific products, contributing to a moderate increase in sales over the forecast period.

COMPETITIVE LANDSCAPE

Private label expected to remain a force

Private label is set to increase its presence in baby care over the forecast period and secure the confidence of Swiss parents. Migros Genossenschaftsbund is expected to remain the clear leader, with its main ranges widely available and trusted.

Supermarkets to remain the main distribution channel

The bulk of baby and child-specific products in Switzerland will likely continue to be purchased via supermarkets over the forecast period. Convenience and the wide product ranges will continue to fuel consumer preference for these grocery retailers.

Coop and Migros to continue enlarging their organic skin care lines for children

In September 2017, Coop Genossenschaft (Switzerland’s second largest retailer) enlarged its organic skin care range with a new line specifically targeting children. Naturaline Swiss Cosmetics for Kids offers natural, Swiss-made care products for children containing genuine, high-grade ingredients – many of which are certified organic – as well as natural essential oils.

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