Baby and Child-Specific Products in Turkey

PRE-COVID-19 PERFORMANCE

As Turkish parents become more aware of and interested in baby and child-specific products, they increasingly embrace the convenience of online shopping in 2019

Growing awareness about proper childcare among Turkish parents as a consequence of better education has positively affected the performance of baby and child-specific products in the country. Responding to consumers’ increased awareness and greater interest, manufacturers launched several new lines and brands in 2018/2019.

Growing demand seen for “free from” products made with natural ingredients and for medicated and dermocosmetics baby and child-specific products in 2019

In 2019, a trend toward "free from" or “free of” baby and child-specific products was widely observed in Turkey, as more well-informed and health-conscious consumers tended to prefer rash treatments, toiletries and other products that claimed to be free of certain ingredients such as parabens and endocrine disrupters such as phthalates. Demand for medicated and/or dermocosmetics baby and child-specific products from leading players Bioderma, Mustela and Bepanthol (nappy care ointment) also was sharply on the rise.

Johnson & Johnson and Kopas Kozmetik Pazarlama maintain their leading value shares in 2019 on the strength of their Johnson’s Baby and Dalin brands

Multinational Johnson & Johnson and domestic player Kopas Kozmetik Pazarlama continued to hold the leading value shares within baby and child-specific products in 2019 with their Johnson’s Baby and Dalin brands. Both players participate in all categories except for medicated baby and child-specific products, where the privately owned French firm Laboratoires Bioderma rules.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an 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 wipes has seen higher demand as a result of parents spending more time with their babies at home but also due to parents as well as some other consumers relying on baby wipes for other purposes as they focused on maintaining better hygiene. This latter aspect will probably keep demand for baby wipes high going forward over the year.

Recovery and opportunities

Baby- and child-specific products is expected to see moderate constant value growth over the forecast period, with growth levels in most categories slowing down from 2020 levels and remaining steady from then on. Growth is expected to be sustained by continuing innovation and product launches appealing to parents as players take the opportunity to produce more products that are free from parabens and contain more natural ingredients, including witch hazel such as Hametol’s baby rash cream.

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