Baby and Child-Specific Products in the Netherlands

PROSPECTS

Online channels respond to the needs of young parents, boosting growth in sales through internet retailing

Internet retailing is becoming a more popular option for purchasing baby and child-specific products. This is linked primarily to the value, convenience and flexibility that the channel offers, three things that definitely appeal to the vast majority of young parents, who are often experiencing unprecedented pressure on their schedules and budgets.

Value growth supported by rising interest in organic and natural products

As in all Western European countries, the birth rate is decreasing in the Netherlands. However, baby and child-specific products continues to experience positive value growth thanks to growing demand for higher-priced value added products.

Specific products for specific uses become more popular

Another successful approach to stimulating growth seen in 2018 was the introduction of products which have very specific applications. Previously these were generally available only as products for adults in other beauty and personal care categories, with multi-functional products more likely to be seen in baby and child-specific products.

COMPETITIVE LANDSCAPE

Zwitsal introduces natural brands

Unilever Nederland remained the largest manufacturer in baby and child-specific products in 2018. Its Zwitsal brand is a traditional Dutch brand which benefits from high levels of consumer awareness and high consumer loyalty, making it a reference brand for all aspects of baby and child-specific products.

Private label is developing

Private label maintains a reasonably strong presence in baby and child-specific products and this is mainly due to its reasonable prices. However, the retailers behind the category’s leading private label lines understand that low prices alone are not enough to guarantee success in baby and child specific products.

Dutch brand Naïf is gaining ground

Launched in 2013, Dutch brand Naïf continues to gain share in baby and child-specific products. The brand has been developed especially for babies and young children and is made from natural and edible ingredients such as tomatoes, avocados and nuts while being free from potentially harmful chemicals and microplastics.

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