Just Published: "Baby and Child-Specific Products in Poland"

Although demographic changes do not appear to be the most promising factors for the fast development of child-specific products, this was not the case in Poland. Even though there was a visible trend of having both fewer children and children of an older age, it did not affect expenditure on such products. Nowadays, parents are paying much greater attention to the ingredients in products, opting for the best products and consequently driving value sales up. Apart from the quality of the products, parents also placed a lot of attention on convenience of usage. This relates not only to the packaging, but also to the product itself. Regarding convenience issue, baby wipes was the undisputed leader being responsible for 49% value share of the category’s sales.

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Competitive Landscape

Nivea Polska and Procter & Gamble Operations Polska Sp zoo were the leading players with 26% combined value share in 2014. Due to active participation in all baby and child-specific products, Nivea Polska, with its brands Bambino and Nivea Baby, managed to retain its overall leading position. Procter & Gamble’s performance was due to its strong brand Pampers in baby wipes, where it is the indisputable leader with 20% value share in 2014. These two companies are a great example of the diversification of the applied strategies. One is retaining good results due to a wide variety of products in many categories, while another is to focus solely on remaining as the first choice brand for many consumers.

Industry Prospects

Sales of baby and child-specific products are expected to increase by a value CAGR of 2% at constant 2014 prices which looking at the poor performance of birth rates is a very positive estimation. The main reason for further category growth is related to parents’ changing attitudes. Firstly, adults are having children at an older age and secondly, even though in many cases they decide to have only one child, they are very keen on spending more money on it, often choosing products from premium shelves, which boost value sales.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Baby and Child-specific Products industry in Poland 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.

If you're in the Baby and Child-specific Products industry in Poland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby and Child-specific Products in Poland market research report includes:

* Analysis of key supply-side and demand trends

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