Baby and Child-Specific Products in Uzbekistan

PROSPECTS

Further positive ahead for baby and child-specific products

Positive growth is expected to be seen in baby and child-specific products over the forecast period. The country’s growing population is set to serve as the main driver of sales growth, while the gradually increasing use of baby and child-specific products in less developed regions of the country is also set to contribute to rising demand.

Baby wipes to register the strongest growth

Baby wipes is set to register the best performance of any baby and child-specific products category over the forecast period. The success of baby wipes can be attributed primarily to the increasingly wide availability of these products throughout the country, while the recent introduction of new products has made the category more competitive, with the result that prices are now more affordable.

Shift towards less expensive brands set to undermine value growth

The shift in consumer demand away from more expensive imported brands towards cheaper domestic brands is likely to be among the most obvious changes in the competitive landscape in the category over the forecast period. This trend is occurring as the consumers are starting to recognise that the quality of local products is improving, to the point that they can compete with imported brands, while local brands are taking a more proactive approach to the marketing and distribution of their products.

COMPETITIVE LANDSCAPE

Johnson & Johnson Inc remains well in the lead

Johnson & Johnson Inc remains the leading player in baby and child-specific products. The company benefits from the strength of its Johnson’s Baby brand, which is present in several baby and child-specific products categories.

International players dominate despite strong performances from local brands

Although international brands maintained the leadership in terms of value sales in 2017, domestic brands continued to strengthen their positions. Imported brands benefit from having a longer presence and strong consumer loyalty earned over many years of offering products of consistently high quality.

Advertising remains the preserve of international brands

Advertising campaigns in baby and child-specific products are conducted mainly by international manufacturers and the most common media are the Russian TV channels that are broadcast in Uzbekistan. Among the players with popular promotional campaigns are Johnson & Johnson, which is particularly strong in advertising its Johnson’s Baby Shampoo brand.

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