The German baby products market experienced positive growth across the majority of categories in 2012.
New launches were complemented by innovations in packaging, with child-friendly containers and colourful packaging, as manufacturers' and retailers' brands sought to differentiate their products from those of their competitors.
However despite new product line-ups from some major players, growth in 2012 was limited due to the strong presence of private label within the category. In addition, the decline in Germany's fertility rate was another factor contributing to the limited growth of baby and child-specific products.
As a result, the category as a whole recorded retail current value growth of 1% in 2012.
Unit prices saw a slight increase across all categories in 2012. Higher prices, as well as a shifting consumer-led product mix towards higher-priced baby and child-specific products, contributed to the overall increase in prices in the category through the year.
According to a recent market report, 'Baby and Child-Specific Products in Germany,' Johnson & Johnson continued to lead the German baby products market in 2012, accounting for a 21% share of value sales.
In second place was Nestlé Deutschland with a 15% value share, Procter & Gamble Germany & Co Operations with an 8% value share were in third position and Hipp with a 4% value share came in fourth.
Over the next five years the German baby products market has been predicted to experience a stagnant CAGR in constant value terms.
This modest performance will be predominantly down to the fact that German consumers products, and parents will in all likelihood look for higher-quality or premium brands, instead of bulk purchases.
For more information on the German baby products market, see the latest research: Baby Products Market Research
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