Boston, MA -- (ReleaseWire) -- 06/13/2014 -- Baby and child-specific products in Austria is a beauty and personal care category in which multinational companies such as Johnson & Johnson and Proctor & Gamble maintain a strong presence, while the leading and most established European companies such as Hipp GmbH are also strong in the category. This has resulted in high levels of product innovation and marketing activity as the leading brands seek to build trust consumer and boost growth. The category has continued to benefit substantially from the presence of large companies and their financial capabilities as well as from their marketing expertise.
Johnson & Johnson maintained the leading position in baby and child-specific products in 2013 with a value share of 37% thanks to the strength of its Penaten and Bebe brands. Through its substantial marketing budget, Johnson & Johnson has built Penaten into one of the strongest and most credible brands in baby and child-specific products. Penaten received the Superbrands Austria Award in 2013 and also received 'very good' certification from the renowned consumer watchdog Oeko Test, which helped to increase consumer trust in the brand even further.
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In spite of the low growth which is being recorded in Austria's child population, baby and child-specific products is expected to increase in constant value over the forecast period. This can be attributed mainly to the fact that many Austrian parents are expected to continue spending substantial amounts of money on high-value products, with price likely to remain a secondary consideration. The majority of Austrian families are expected to remain small units with one or two children and this is likely to continue enabling parents to increase their spending per child, which is likely to compensate for the low birth rates in the country. The high levels of disposable income which are common in Austria and the country's famously high living standards are two other factors which are expected to support growth in baby and child-specific products during the forecast period.
Discover the latest market trends and uncover sources of future market growth for the Baby Care industry in Austria with research from Euromonitor's team of in-country analysts.
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The Baby Care in Austria market research report includes:
- Analysis of key supply-side and demand trends
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