Baby and Child-Specific Products in Uruguay

PROSPECTS

Baby wipes continues to account for the most value sales

Baby wipes maintained the largest value share amongst the different baby and child-specific products in Uruguay in 2018. These products are very common in the country, and easy to find in the majority of the stores, contrary to the offer of other baby and child-specific products available in the country.

Changes in population will affect baby and child-specific products

The birth rate declined in Uruguay over the review period, a trend that is expected to continue in the next few years of the forecast period. The decline will have a slightly negative impact on baby and child-specific value sales, resulting in slower growth during this time.

COMPETITIVE LANDSCAPE

International companies lead baby and child-specific value sales in the country

Uruguayan consumers tend to look for quality products for babies and children because of their sensitivity towards different products. That is a major reason why international companies continued to hold the leading value shares within baby and child-specific products in 2018.

Johnson & Johnson de Uruguay holds leading value share, being present in many categories

Johnson & Johnson’s leading position in Uruguay is thanks to the wide variety of different baby and child-specific care products it offers in the country. In 2018, the company led or was amongst the leaders in all the categories.

Kimberly-Clark leads in the largest category, baby wipes, whilst both major players enjoy consumers’ trust and strong media presence

Kimberly-Clark focusses mainly in baby wipes, where it holds the largest value share in a category that accounts for the largest share of value sales. Like Johnson & Johnson, which ranks second in baby wipes, Kimberly-Clark has earned the consumers’ trust in the quality of its products, especially those products targeting babies and children.

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