Baby and child-specific products provide to be resilient during a challenging year for consumers in terms of their finances, with the category seeing steady growth in current value terms in 2024. Baby and child-specific products such as baby wipes are perceived as essential purchases for some parents who are keen to maintain their child’s overall health and wellbeing. As a result of the essential nature of some of these products, consumers had no choice but to continue purchasing them during 202

Although Austria experienced one of its lowest birth rates since the end of the Second World War in 2023 a trend that persisted in 2024 the baby and child-specific products category continued to see strong consumer demand. The category’s solid value growth was driven by the launch of new products, improved formulations with gentle or natural ingredients, and rising average unit prices. Baby wipes, which accounted for the largest share of both value and volume sales, benefitted from their high le

Baby and child-specific products in Sweden saw steady growth in current value terms in 2024, supported by the fact that Swedish parents continue to prioritise spending on their children over themselves. Furthermore, there has been a growing preference for clean, minimal-ingredient products that are gentler for a baby’s skin. While volume sales declined slightly in 2024, value sales saw moderate growth due to the continued premiumisation trend.

Value sales of baby and child-specific products increased modestly in current terms in the UK in 2024, but growth was significantly weaker than in the previous year, as unit price increases were smaller. Price increases, alongside premiumisation and innovation, have recently been crucial to the category’s growth as consumer demand continues to dwindle as a result of falling birth rates, which naturally impact the performance of baby and child-specific products in volume terms.

Baby and child-specific products saw strong current value growth in the United Arab Emirates in 2024. Baby wipes remained the largest category in baby and child-specific products at the end of the review period, as these products have a well-established place in baby care routines and are used across a wide range of occasions.

In 2024, value sales of baby and child-specific products increased in Portugal, largely due to growing awareness and focus on babies' health and well-being. Parents and caregivers are becoming more educated about the specific health needs of their infants. Issues such as rashes, respiratory difficulties, allergies, and birth complications have led to a greater emphasis on choosing products that are gentle, safe, and specifically formulated for babies sensitive skin and delicate health conditions

Baby and child-specific products in Latvia registered modest current value growth in 2024, though volume growth was marginal, as a declining birth rate dampened volume sales. Value sales were supported by trusted essentials, such as baby wipes, shampoos, bath products and barrier creams. Parents stuck with brands they knew, but were also looking out for gentler formulations or products free from synthetic ingredients.

Baby and child-specific products in Estonia witnessed a slowdown in current value growth over 2024, with retail volumes remaining stable. Sales continued to be driven by the stable birth rate and consistent demand for essential care items. Parents remained focused on safety, skin sensitivity, and practicality, favouring trusted products that deliver gentle cleansing and moisture. Growth was supported by slightly higher unit prices, better-quality packaging, and some trading up to natural or frag

Baby and child-specific products in Lithuania is not a fast developing category. In 2024, baby and child-specific products registered only marginal retail volume growth, albeit following declines in 2022 and 2023 as the rate of inflation stabilised. The demand for baby and child-specific products was dampened by steadily decreasing birth rates. In retail current value terms, sales rose at a good rate, albeit slower in 2022 and 2023, and only marginally at constant 2024 prices, as the inflation k

In 2024, baby and child-specific beauty and personal care products continued to show subdued performance, constrained by longstanding cultural and health authority guidance favouring a minimalist approach to infant hygiene. Norwegian parents remain encouraged to use as few products as possible, often relying on a single mild cleanser or even just water for everyday care. This conservative use pattern is further reinforced by the popularity of multipurpose, fragrance-free products such as Neutral

Baby and child-specific products in Indonesia experienced stable retail current value growth in 2024, driven by rising awareness of such products amongst Millennial mothers, who are tech-savvy and well-informed through the internet. With better education, these mothers prioritise the health and wellbeing of their children, resulting in increased demand for high-quality baby care products. Growth has been from a low base, as the penetration of the category remains relatively low. However, the bir

The rate of growth in retail current value sales of baby and child-specific products accelerated sharply in 2024. A key factor behind this acceleration was a decrease in purchases by Uruguayan consumers in neighbouring Argentina, along with a reduction in smuggling from Argentina to Uruguay. This decline in contraband purchases can be attributed to an exchange rate adjustment made by the Argentine government, which significantly reduced the incentive for Uruguayan consumers to buy products from

Baby and child-specific products saw current value growth in Ukraine in 2024. War has directly impacted the consumer base for these products, with many mothers and young children and potential parents having left the country since the Russian invasion. Moreover, those people who have stayed in Ukraine are less inclined to plan having children with the war ongoing.

In 2024, baby and child-specific products in Egypt experienced a decline in volume sales but saw a significant increase in current value terms. Volume decline was primarily driven by a surge in prices, which rose by more than 30%. Several factors contributed to this, including the devaluation of the Egyptian pound in March, during which the EGP lost more than 60% of its value, thus increasing the cost of both imported raw materials and finished baby products. The category comprises a mix of loca

Baby and child-specific products recorded moderate growth in 2024, primarily supported by essential demand, despite Pakistan’s slowing birth rate. Parents remained cautious spenders due to inflation, but prioritised safety, gentleness, and trust in brand quality. Key drivers included baby shampoos, oils, and bath products with herbal or “no tears” formulations. Growth in baby wipes and body washes reflected evolving hygiene habits and convenience preferences, particularly in urban centres.

In 2024, retail sales of baby and child-specific products in Georgia experienced a positive increase. This growth was primarily driven by rising hygiene standards and the development of modern grocery retail. However, a declining birth rate challenged sales, limiting further growth in this category.

Value sales of baby and child-specific products declined in 2024, challenged by price sensitivity during a time of inflation. Consequently, many consumers focused on economy offerings, trading down and looking for deals and discounts. As some consumers waited for discounts to be in place before purchasing, this challenged value growth in 2024. Multi-functional products also gained traction in 2024, as parents prioritised convenience and value for money. Products offering multiple benefits, such

Baby and child-specific products in Switzerland posted retail current value growth in 2024, only slightly slower than the strong increase registered in 2023. Growth was driven by Swiss parents who want the best products for their children. Therefore, they sought more sophisticated formulations and features. Increasing awareness of the chemicals used in cosmetics and toiletries led parents to choose gentler options when looking for baby and child-specific products. As these offerings carry higher

In 2024, baby and child-specific products in Malaysia enjoyed strong retail volume and double-digit retail current value growth, in line with the 2023 performances. Parents tried to ensure the use of products with more specific functions to offer better quality items for their children and babies. This helped to sustain strong retail volume and especially value growth, despite a declining birth rate in Malaysia.

The poor performance of baby and child-specific products in Argentina in 2024 was primarily due to persistent economic challenges, with rising inflation leading consumers to reduce their spending on non-essential products. The category experienced a double-digit decrease in retail volume sales in 2024, with retail current value growth due exclusively to very high inflation rates. At constant 2024 prices, retail value sales saw a double-digit decline.

Overall current value and volume growth rates for baby and child-specific products in Israel in 2024 were weaker than those recorded in 2023. This was mainly because inflationary pressures and economic uncertainty linked to the Israel-Hamas war and the security crisis in the Red Sea led many consumers to try to save money by trading down to cheaper varieties and purchasing certain items less frequently. Sales were further depressed by the fact that birth rates in the country have slowed somewhat

Sales of baby and child-specific products in Kazakhstan increased in current value terms in 2024 with the rising number of young families, particularly in urban areas, being a key driver behind increasing sales.

Baby and child-specific products observed only modest growth in Italy in current value terms in 2024, while volume sales declined. Despite Italy seeing a more stable inflation rate this was negated by the continuing decline in Italy’s birth rate. According to Italy’s National Institute of Statistics (ISTAT), from 2008 to 2024, births fell by more than 30% and there is now talk of a ‘demographic winter’. The population's sentiment towards parenthood is not positive, as highlighted by a study by d

In 2024, the market for baby and child-specific products in Guatemala recorded positive, yet fairly modest growth, in current value terms. One factor influencing this trend is the ongoing slowdown in the country's birth rate, which translated into a smaller consumer base for these items. Moreover, while inflation moderated in 2024, compared to the previous two years, prices for baby and child-specific products did not decline, meaning that the accumulated price increases continue to affect the p