Baby and Child-Specific Products in Turkey

PROSPECTS

Better educated parents support growth

Due to the increasing number of parents who are better educated on the use of dermatologically suitable products for their offspring, baby and child-specific products continued to see value sales growth in 2018. Parents were willing to spend on baby and child-specific products despite the difficult economic conditions in the country.

The share of higher-quality and medicated products increases

Towards the end of the review period there was an increasing demand for higher-quality products. This demand trend was supported by greater consumer awareness of brands and the increased number of products available in more chemists/pharmacies.

Organic/natural products perform well

When purchasing products for their children, Turkish parents usually prefer items that are perceived to be less harmful for the skin and the body. The growing health and wellness trend is predicted to support the development of natural baby products, as consumers show a greater preference for natural ingredients.

COMPETITIVE LANDSCAPE

Dalin is the leading brand in baby and child-specific products

In 2018, the local company Kopas Kozmetik Pazarlama remained the leading player in baby and child-specific products with its popular Dalin range. This brand is particularly strong in baby hair care and baby toiletries.

Strong marketing of baby and child-specific products

The leading companies in baby and child-specific products promote their products through professionals. For example, they visit physicians to demonstrate the efficacy of their products and seek the recommendation of a trusted and trained professional.

Internet retailing is on the rise

While store-based retailing remains the main source of sales for baby and child-specific products in Turkey, distribution is increasingly informed by the general online shopping trend, globally and in retailing in Turkey. Thus internet retailing proved to be the most dynamic channel over the review period, albeit for a relatively low share base.

Files are delivered directly into your account within a few minutes of purchase.