Despite declining value sales in 2020, baby and child-specific products continued to experience positive demand, driven by the largest category of baby wipes. Not only were parents spending longer periods of time at home with their young children, but they were also increasingly aware of the need to observe stricter hygiene routines; baby wipes were therefore seen as an affective and disposable option for sanitising hands and faces for both children and adults.
Unsurprisingly, baby and child-specific sun care, a category which had been registering double-digit volume growth rates pre-pandemic, recorded the strongest volume decline in 2020 due to the home seclusion trend and travel restrictions. While Ukrainians are increasingly aware of skin damage as a result of overexposure to the sun, prompting them to protect their children's skin from sun rays when outside of the home, price-conscious consumers were more likely to purchase sun protection that could be used by multiple family members.
The competitive landscape for baby and child-specific products is fragmented, with only leader Johnson & Johnson Ukraine TOV holding double-digit value share in 2020, benefiting from nationwide distribution and a wide assortment of baby and child-specific products under its Johnson's Baby line. While ranked lower within baby wipes, a category led by Procter & Gamble’s Pampers, Johnson's Baby recorded impressive value growth.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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 Definitions
This report originates from Passport, our Baby Care research and analysis database.
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