Baby and Child-Specific Products in Uzbekistan

PROSPECTS

Favourable demographic and economic factors set to boost category performance

High birth rates in Uzbekistan will continue to support robust growth in volume and current value sales for baby and child-specific products over the forecast period. The category will also benefit as rising disposable incomes and improvements in distribution make such products affordable and accessible to more consumers.

Baby wipes expected to show the fastest development

Baby wipes is projected to be by far the most dynamic performer within baby and child-specific products in volume and current value growth terms over the forecast period. Aside from an expanding population and growing appreciation for the convenience of this product type, the development of the category will be bolstered by improvements in the distribution of baby wipes across Uzbekistan.

Further gains projected for domestic brands

It is expected that more affordable domestic brands will continue to gain popularity at the expense of higher-priced imports within baby and child-specific products over the forecast period. 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.

COMPETITIVE LANDSCAPE

Johnson's Baby remains the clear leader in 2018

Johnson's Baby remained the leading brand in baby and child-specific products in value terms in 2018. Present in several categories, this globally renowned brand enjoys a longstanding reputation for offering high quality products in Uzbekistan.

Local brands gain ground thanks to lower prices but lag behind in terms of quality

International brands continued to account for the largest share of baby and child-specific products current value sales in 2018. This was partly because they are generally more expensive than domestic alternatives, but also reflected the fact that imported brands enjoy early mover advantages in most categories, and have built up strong consumer loyalty over the years thanks to the high quality of their products.

International brands remain the most heavily advertised

International brands were responsible for the bulk of advertising activity within baby and child-specific products in 2018, with domestic players continuing to primarily compete on price. Popular Russian-language TV stations that air in Uzbekistan are the main advertising platforms for leading international brands.

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