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Baby and Child-Specific Products in Italy

Italy baby products market: Johnson & Johnson’s the leading player during 2012

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2014-01-22 17:57:01 - Baby and Child-Specific Products in Italy - a new market research report on

Johnson & Johnson´s baby care products under brand Johnson Baby led the Italy baby products market in 2012 with a 16% value share, followed by Beiersdorf´s Nivea Baby with 15%. Both multinationals enjoy strong brand recognition in Italy and large distribution both in large retailers as well as independent stores, which coupled with an affordable retail price enable them to hold their position despite economic recession.

Baby and child-specific products in Italy still show positive albeit slight growth despite economic recession. Although parents are willing to buy the best for their children and are not willing to compromise on quality, they continuously look for ways to save money in light of the current difficult economic environment. Whilst categories like baby fragrances



and specific bath products are scoring a decrease in sales, growth is experienced in medicated products, sun care and the largest category, baby wipes.

Going forward, the market is expected to decrease in sales value due to the fact that companies will be likely to decrease prices as a way to lure more customers that are facing difficulties due to current economic downturn in Italy.

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