Baby and Child-Specific Products in the Czech Republic

PRE-COVID-19 PERFORMANCE

Dermocosmetics and natural products push value growth in 2019 as consumers seek higher-quality products

The demand for baby and child-specific dermocosmetics and all-natural products continued to grow in the Czech Republic in 2019. The increasing interest in premium and higher-quality products exerted upward pressure on unit prices in some categories, such as medicated baby and child-specific products and nappy (diaper) rash treatments.

Players use modern communication and advertising tools to lure more sophisticated consumers

Baby and child-specific products continued to see opportunities and challenges in the Czech Republic through the key demographic trends of a rapidly ageing population and delayed marriage. Overall, later marriage and motherhood restrained the birth rate.

Distribution plays a key role as branded players try to gain an edge in a highly fragmented landscape

Fast sales growth by Eucerin in baby and child-specific sun care helped Beiersdorf overtake the long-time leader, Johnson & Johnson, in 2019 in a highly fragmented competitive landscape. However, Johnson’s Baby remained the top brand, despite share losses in slower-growing baby and child-specific skin care and toiletries.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by a slightly higher 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19, compared with the 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

Over 2020, baby and child-specific products is expected to see slightly higher growth at 2019 constant value prices compared with the forecast during research conducted at the end of 2019 before the spread of COVID-19. All categories except baby wipes are predicted to see positive retail value growth at constant 2019 prices, as parents are likely to prioritise products for babies and children.

Recovery and opportunities

Over the forecast period, baby and child-specific products is expected to see a slightly faster retail value CAGR at constant 2019 prices, compared with the review period. While 2021 is projected to see an overall slight decline, this should be seen against the backdrop of the upturn in value sales during COVID-19 and 2020 as a whole.

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