Baby and Child-Specific Products in Ukraine

PRE-COVID-19 PERFORMANCE

In 2019, growth is driven by economic stability, however, the demographic situation in the country remains a threat for baby and child-specific products

In 2019, baby and child-specific products recorded substantial growth in Ukraine. Economic stabilisation and growing consumer confidence drove Ukrainians to spend more on baby and child-specific products, during the year.

In 2019, Ukrainian consumers invest in baby specific items, however, older children often use family economy products

In 2019, Ukrainian consumers continued to ensure that their babies were purchased quality items, affordable within their disposable budgets. However, for economic reasons as well as convenience, many Ukrainians with older children preferred to purchase adult economy versions of products, that could be used by the whole family.

International players retain the top spots in 2019, however, local players benefit from competitive price-points, appealing to price-conscious consumers

The competitive landscape for baby and child-specific products is fragmented, with many local players attracting consumers through an appealing quality-price-ratio. However, in 2019, international players continued to lead the landscape, with Johnson & Johnson Ukraine TOV taking the top spot, offering Johnson’s Baby to consumers, while benefiting from its first-entry positioning.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to decline by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

The only area not set to see a decline in growth for 2020 is nappy (diaper) rash treatment. This product benefits from being viewed as essential by parents, who wish to treat children with the products, not allowing them to grow uncomfortable.

Recovery and opportunities

The COVID-19 outbreak is predicted to have a significant impact on the baby and child-specific industry in Ukraine, with only nappy (diaper) rash treatment set to record positive growth for 2020. However, by 2021, growth for baby and child-specific items is set to start its recovery, driven by baby and child-specific sun care, nappy (diaper) rash treatment and baby and child-specific skin care.

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