"Baby and Child-Specific Products in Norway" now available at Fast Market Research

Within beauty and personal care in Norway, baby and child-specific products felt the most significant effects of the different product tests that were conducted and presented through the media. Norwegians are very wary about the products they buy for their children, and many conducted thorough research to find the best products that did not contain any substances that are unhealthy or not beneficial. Some companies that had a low score from these tests on their products felt the direct effect on sales shortly thereafter. In particular, baby and child-specific sun care saw the effects as the independent organisation Gronn Hverdag published a test in 2013 that showed that five of 13 sunscreens for children contained problematic substances such as the environmental toxin Cyclopentasiloxane, allergenic substances, EDTA substances and endocrine disrupters.

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Competitive Landscape

The leading company in baby and child-specific products in Norway during 2013 was SCA Hygiene Products with a 16% value share and total retail value sales of NOK40 million. The company had an even stronger presence until 2009 when Johnson & Johnson Consumer Nordic took over the distribution of its own baby and child-specific brands in Norway from SCA Hygiene Products. Since then, SCA Hygiene Products continued to invest strongly in advertising and new product innovation in order to remain competitive.

Industry Prospects

Baby and child-specific products is expected to increase by a value CAGR of 2% at constant 2013 prices over the forecast period, rising to NOK281 million by the end of 2018. Better profiling of existing high quality products with a higher unit price though blogs and product tests will drive the growth. The main factor influencing the future of this category is the rising demand for premium products, with the majority of Norwegian consumers prepared to pay higher prices for these more sophisticated products. Consumers are expected to focus on purchasing high quality products in order to offer the best possible care for their babies and children as well as favouring ecologically-friendly baby and child-specific products in order to protect the environment. It is more likely that when it comes to their children Norwegian parents will continue to focus on purchasing the best products available, regardless of unit price.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Baby Care industry in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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