Baby and Child-Specific Products in Ukraine

PROSPECTS

Unfavourable demographics undermine category growth

At the end of the review period, the demographic situation was not positive in Ukraine. The birth rate has declined in recent years at around 9,000 persons annually, according to Euromonitor International, with the total population also reducing each year.

Ukrainians happy to use adult products for their children for economy reasons

Many Ukrainians with older children are not always attracted by child-specific products, buying adult versions for family use instead. Babies are an exception as for this group parents try to ensure the best things possible as their incomes will allow.

Other baby and child-specific products are among favourites in Ukraine

Baby and child-specific skin care and toiletries are core subcategories with other baby and child-specific products being the biggest overall. Satisfying consumer needs in hygiene, such products are traditionally demanded.

COMPETITIVE LANDSCAPE

Fragmented with Johnson & Johnson Ukraine TOV leading

Baby and child-specific products has its performance shaped by both international and domestic players. The latter are particularly confident in volume sales since they offer consumers highly competitive prices preferring to focus on the economy segment.

Domestic companies appeal with competitive prices

Local companies specialising in baby and child-specific products are few in number but they have managed to reach quite significant positions in the category. Among the biggest local manufacturers it is worth mentioning Elfa Laboratory TOV, Velta - Cosmetics TOV and Grenlandia TOV.

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