Retail sales of baby and child-specific products in Kenya continued to grow in current value terms in 2024, supported by heightened consumer health concerns. Following the global controversy surrounding the use of talcum powder, which some studies have associated with an increased risk of cancer, many Kenyan parents have become more discerning about what they apply to their children’s skin.

Baby and child-specific products saw double-digit growth in current value terms in 2024, driven by increased parental awareness around hygiene, rising disposable incomes, and a shift toward more specialised baby care products. Parents today are more conscious of using safe, gentle, and high-quality products for their children, contributing to overall value and volume growth in baby and child-specific products.

Baby and child-specific products is expected to remain resilient in South Africa due to its essential nature and consistent demand, regardless of economic fluctuations. Parents are generally less willing to compromise when it comes to their babies’ hygiene and skincare needs, prioritising trusted brands and gentle, safe formulations. Even in financially challenging times, products like baby wipes, shampoos, lotions, and barrier creams are considered non-negotiable household staples. Additionally

Even with the sale of the Aesop and The Body Shop brands, Natura&Co remains a top 10 player in the global beauty and personal care market. As it moves to simplify its company structure, Natura&Co plans to focus even more on its core business in Latin America, which, following its recent divestments, now accounts for the vast majority of company turnover. A final decision on the future of Avon International has yet to be made, with a potential sale not having been ruled out by Natura&Co.

Colgate-Palmolive is a strong leader in the global oral care market, with major shares in both the toothpaste and manual toothbrushes categories. It is also the number two player globally in bath and shower, in which it leads liquid soap, is second in bar soap and third in body wash/shower gel. In addition to its oral and personal care products, Colgate-Palmolive is also active in the home care and pet nutrition industries.

Henkel is bringing to a close its Strategy Optimisation Programme, which will have overseen the divestment or discontinuation of brands and activities with sales of more than EUR1 billion since it began in 2022. The Germany-based company, which leads hair care in its home market and is the number two player in a number of neighbouring countries, has now acquired the Vidal Sasson brand in China, which will enhance Henkel’s presence in this major market, particularly in the premium segment.

Unilever, the number three player in the global beauty and personal care industry, continues to shape the future direction of the company through its Growth Action Plan 2030. This has seen the recent acquisition of the UK’s number one refillable deodorant brand (Wild), ticking the relevant boxes in terms of being a premium product able to compete in high-growth spaces, while the planned demerger of the group’s ice cream business is expected by the end of 2025.

Baby and child-specific products represented the fastest-growing category in the Algerian beauty and personal care market in 2024. Despite financial constraints, parents were willing to make sacrifices for the wellbeing of their children. However, due to increasing economic uncertainty, including soaring inflation and volatility of the local currency, the rate of current value growth was lower than that recorded in previous years.

Baby and child-specific products maintained positive growth in New Zealand in 2024, thanks to the fact that many such products are necessary, regular purchases for parents. This means baby and child-specific products are not so affected by price sensitivity compared to more discretionary beauty and personal care products. Value sales in 2024 were at lower growth rates than seen in the recent review period, but this is attributed to stabilisation in prices in line with stabilisation of inflation,

In 2024, baby and child-specific products in Germany experienced stable, positive growth in terms of current value sales, driven by consistent demand for everyday essentials and an ongoing emphasis on gentle, skin-friendly formulations. Although birth rates have remained relatively stable, German parents have shown a clear preference for reliable, fuss-free products from well-known brands. Growth was positive, but not extraordinary in 2024 as many households remained cautious about spending, pri

Value sales of baby and child-specific products recorded modest growth in 2024, reflecting both the constrained economic climate and shifting demographic dynamics in Morocco. Over the past three years, fertility rates in the country have declined to record lows, influenced by rising celibacy rates and broader use of contraceptives. These trends have reduced the potential consumer base for baby and child-specific items, forcing manufacturers to navigate a shrinking market. Compounding this, the t

Baby and child-specific products saw current value growth in Nigeria in 2024. However, the category experienced a significant decline in volume sales as a poor economy characterised by high inflation led to a strong reduction in consumer spending power. Consumers concentrated their consumption on the most essential categories, and sought cheaper alternatives. Baby and child-specific products, while being essential, are considered products that can be substituted by alternatives, such as unpackag

Baby and child-specific products in Tunisia registered both healthy current and constant value growth in 2024. Volume sales also increased moderately, supported by continuing population growth. Families are generally having a small number of children and this enables parents to spend more on products. Baby and child-specific skin care was the largest product in terms of value sales, supported by a large range of both local and imported brands, with parents understanding the importance of keepin

Positive sales of baby and child-specific products were driven by affordability and age-specific priorities in Cameroon in 2024. Local players cater to price-sensitive consumers, offering affordable options, while premium options are more popular for newborns and infants under two years of age.

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