Baby and Child-Specific Products in the Netherlands

PRE-COVID-19 PERFORMANCE

Stronger demand for baby- and child-specific sun care and baby wipes drives moderate value growth of baby and child-specific products in 2019

Baby- and child-specific products saw moderate current value growth in 2019, driven by strong growth of sun care and solid growth of baby wipes, the latter being the largest category. Sun care continues to see positive development as parents are increasingly aware of the importance of using sun care products.

Demand for natural and “clean” products is unabated, boosting prospects for new and niche brands as well as major players seeking to capitalise on the trend in 2019

In beauty and personal care in general there is a trend towards natural and “clean” products that are safe for both health and the environment, but within baby and child-specific products this trend is extreme. Modern Dutch parents are not only very concerned about the health of their children but also are better informed, and they are unwilling to compromise.

Unilever and other large multinationals maintain dominance in the baby- and child-specific arena, but niche players offering natural products gain traction in 2019

Unilever Nederland maintained its top position in baby and child-specific products with its Zwitsal brand in 2019. Zwitsal has been the leading brand in this category for many decades.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is comparable to the expected 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 and child-specific sun care is the only category that is showing a significant change in 2020 that can at least partially be attributed to the impact of COVID-19. Value growth is looking to be considerably lower than it was in 2019, largely due to an unexpected volume decline.

Recovery and opportunities

Constant value growth of baby- and child-specific products is expected to improve over the forecast period, posting a slightly positive CAGR compared to the slightly declining one registered over the review period. Sun care, hair care, and medicated baby- and child-specific products are expected to see the highest growth rates, albeit not highly significant ones.

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