Baby and Child-Specific Products in the Czech Republic

PROSPECTS

Demographic trends to play an important role in the future

A slowly growing population of children in the Czech Republic positively impacts sales growth within baby and child-specific products in 2017. For children between 0-11 years of age, growth of 1% was recorded and even though growth for older children was not as significant, this still noticeably contributed to the performance of the category in 2017.

Baby and child-specific sun care not only used by children

Czech consumers were interested in sun protection positioned for children in 2017 and were even willing to spend marginally more money as these products were perceived to be of high quality. Product tests for example, by magazines such as Dtest, revealed that products marketed for children are not as trustworthy as consumers believe; however, this in general did not have a major impact on sales in 2017.

Product premiumisation and online sales grow in popularity

Baby and child-specific products in 2017 experienced rising demand for better quality, including premium products. Features such as high-quality ingredients, natural origins, convenient use and high efficiency play an important role.

COMPETITIVE LANDSCAPE

Product innovations most visible in baby and child-specific toiletries

Product innovations stirred consumer interest in 2017 as numerous useful products were introduced. For example, Nivea Sun Kids 50+ SPF (by Beiersdorf) was introduced in pocket-sized packaging/format.

Safe and efficient products gain in popularity in 2017

Medicated products, clinical testing and overall product value for money played a major role in Czech consumers’ purchasing decisions. Pharmacies are becoming increasingly popular for purchasing baby and child-specific skin care and hair care as parents want the best for their children.

Efficient brand promotion and positive reviews gain consumer interest

Online bloggers have become increasingly popular among Czech consumers, as their product reviews and recommendations helped consumers to keep up with the numerous new product launches in 2017. Online product advertising is moving past sharing and talking about products via social media and is becoming increasingly sophisticated.

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