Baby and Child-Specific Products in Ukraine

2020 IMPACT

Baby wipes supports positive demand for category in 2020 due to versatility

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.

Strongest declines for baby and child-specific sun care due to home seclusion and limited travel opportunities

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.

Johnson & Johnson retains leadership of fragmented competitive landscape due to established presence

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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