Consumption of baby food products grows 4%
Baby hygiene among FMCG's most promoted categories
Sachets grow more than 40% compared to 2017 and are already worth more than 14M€
Lisbon, February 18, 2019 - The consumption of Baby Products proved to be dynamic in 2018, according to data from Nielsen. The Childcare sector grew 2% in value sales in 2018. Within this sector, the Infant feeding In 2014, the birth rate grew by 4% compared to the same period in the previous year and exceeded 108M€. With the recent stabilization of birth rates after sharp falls in 2013 and 2014, stability in the sector would now be expected. However, this growth can be explained to a large extent by the considerable increase in sales of homogenized products (jars, sachets, bowls) - 14% in value and 9% in volume, which are conquering homes in Portugal and maintain the opportunity to grow.
Regarding Baby hygiene The category did not undergo any significant changes when compared to 2017, with sales of €112.9 million last year. Diaper sales, the most important product in this category, confirmed the general trend and showed no significant fluctuations.
"The sachet segment is driving the category forward, combining not only the launch of new products and the linear conquest of this segment, but also the trend of demand for convenience felt in the national market as a whole," says Ana Raquel Santos, Senior Client Consultant by Nielsen. This isn't the only trend affecting the FMCG and Infant Feeding product consumption categories. According to the Nielsen specialist, "in the last year there has been a greater focus on organic products and the reformulation of recipes in products in this category, from infant flours to homogenized products, coming closer to the dietary and nutritional requirements sought by parents".