Baby and Child-Specific Products in Turkey

PROSPECTS

Demographic trends increase demand

The rise in the number of parents who are more aware of the importance of using products that are dermatologically designed for babies continues to boost growth within baby and child-specific products. Turkish parents are increasingly aware of the fact that infant skin is different from that of adults and therefore requires specially formulated skin care products.

Medicated baby and child-specific products to lead growth

Medicated baby and child-specific products is growing from a smaller base and is expected to register the strongest performance over the forecast period. The share of premium products such as Mustela Dermo-Pédiatrie and Babé, which are present both within medicated baby and child-specific products, will continue to fuel value growth over the coming years, as well as average unit prices.

Rising demand for natural and organic ingredients

When purchasing products for their children, Turkish parents usually prefer brands that are less harmful for the skin and the body. The Dalin Organic series by Kopas Kozmetik Pazarlama, which consists of skin care products, and Lansinoh Earth Friendly Baby Organic in hair care are some examples of products with natural and organic ingredients.

COMPETITIVE LANDSCAPE

Dalin continues to lead baby and child-specific sales

In 2017, the leading player in baby and child-specific products remained local company Kopas Kozmetik Pazarlama with its Dalin range, which is particularly strong in baby hair care and baby toiletries. Kopas Kozmetik Pazarlama is expected to remain the leading player over the forecast period thanks to strong investment in advertising and promotions, as well as new product launches.

Private label ranges continue to expand

Private label sales share continued to increase over the review period due to the popularity of ranges such as Migros, Bim, Gratis and Watsons. In addition, private label ranges are also expanding into new areas.

Continued strong promotional activity

Baby and child-specific products are mostly advertised in mother and baby magazines. In addition, television advertisements are also used frequently by Kopas Kozmetik, Johnson & Johnson and Eczacibasi Hijyen Urunleri for their baby hair care products.

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