The growing awareness about child care amongst Turkish parents as a consequence of better education positively influences the performance of baby and child-specific products, with the product area recording robust retail volume and value growth in 2021. Parents are increasingly careful when selecting products for their children and want to know about the ingredients used in such products.
Parents’ greater attention to hygiene positively affected the performance of baby and child-specific products in the country during the pandemic. Baby cologne also started to be used by other members of the family due to its more natural ingredients compared to regular cologne.
Johnson & Johnson and the domestic player Kopas Kozmetik Pazarlama retain their leading positions in baby and child-specific products in 2021. Both players participate in all categories except for medicated baby and child-specific products, where the privately owned French firm Laboratoires Bioderma rules.
The health and wellness trend and growing awareness about child care amongst Turkish parents will continue to positively impact the performance of baby and child-specific products over the forecast period, with volume growth to 2026 exceeding that recorded during the review period. More launches of products that focus on hygiene are expected over the forecast period.
The distribution of baby and child-specific products was increasingly informed by the general online shopping trend, both globally and in Turkey. Thus, e-commerce proved to be the most dynamic channel over the review period due to the increasing numbers of online pharmacies selling these products in Turkey.
Demand for products that are "free from" certain ingredients, including parabens and endocrine disrupters such as phthalates, as well as natural ingredients, is expected to increase over the forecast period. Demand for medicated and/or dermocosmetics baby and child-specific products from leading players Bioderma, Mustela and Bepanthol (nappy care ointment) will also rise, as will products with natural ingredients, such as Hametol Baby Pisik Krem (baby rash cream) with Hamamelis virginiana (witch hazel), provitamin B5, olive oil, almond oil and zinc and Vicks BabyRub with aloe vera, coconut oil, lavender and rosemary oils.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Baby Care
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See All of Our DefinitionsThis report originates from Passport, our Baby Care research and analysis database.
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