The COVID-19 pandemic has resulted in rising economic uncertainty in Uzbekistan in 2020, which is expected to result in slightly slower value growth for baby and child-specific products in 2020. Some consumers will cut back on spending where possible as a result.
High inflation and economic uncertainty are expected to impact demand for products across baby and child-specific products in 2020. Nonetheless, medicated baby and child-specific products and nappy (diaper) rash treatments will see the most dynamic growth overall, due to raised health concerns triggered by the pandemic.
Johnson’s Baby will remain by far the leading brand in baby and child-specific products in 2020, being represented in Uzbekistan both directly by Johnson & Johnson and by distributor Baraka Inter Servis. The brand benefits from comparatively strong marketing support and widespread consumer trust and awareness, being viewed as offering good quality products.
Unwillingness among parents to relinquish the perceived quality and safety of baby and child-specific products, together with increased adult use of baby wipes as an antibacterial resource in response to COVID-19, are expected to support sales growth in the forecast period, particularly in the context of additional health considerations of safeguarding children in times of uncertainty. Likewise, added value products such as medicated baby and child-specific products will increase in popularity in the years to come.
Over the forecast period, it is expected that more affordable domestic brands will continue to gain value shares within baby and child-specific products. This trend will be supported by further improvements in the quality of domestic brands, as well as by rising investment in promotional activities and the expansion of distribution networks by local manufacturers.
Demographic trends will remain positive over the forecast period, with high birth rates in Uzbekistan continuing to support robust growth, thus supporting ongoing expansion in the consumer base for baby and child-specific products. Combined with recovering disposable incomes post pandemic that will make beauty and personal care products in general more affordable and accessible to consumers, this provides a strong base for further current value growth in the years to come.
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This report originates from Passport, our Baby Care research and analysis database.
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