Dutch baby products market led by Zwitsal with a 31% value share

The Dutch baby products market registered negative value sales growth in 2012, despite higher average price increases compared to the previous year.

In terms of volume sales, most products registered a weaker performance in 2012.

Volume continued to decline, driven by the on-going fall in the birth rate in the Netherlands in 2012 and the weak economy, whichmeant that some consumers decided to buy baby and child-specific products less frequently and to stretch the products they had as far as they could.

The sector as a whole has been under pressure for some time, mostly because of the decline in birth rate. This negative long-term trend has meant that manufacturers have focused on trying to develop added-value products which help the sector to limit the loss in value sales.

According to a recent market report, 'Baby and Child-Specific Products in the Netherlands,' Zwitsal is the best-selling brand of baby-specific products by far with a 31% retail value share in 2012 in the Netherlands.

Sara Lee has been working on consolidating its presence in the Dutch market by focusing on older children as the target group, to broaden the consumer base amidst the shrinking population of babies and children.

Brand loyalty in baby products is high in the country, which creates opportunities for manufacturers and retailers to direct their existing product lines to older children, adults and older people.

A gloomy future awaits the Dutch baby products market, as the consumer base is set to shrink further with a continued fall in the birth rate.

The demographic trend will negatively impact sales of products targeted towards small babies, but at the same time the challenge will make manufacturers and retailers turn to marketing efforts to keep their products alive, as well as to try to broaden the consumer base by also appealing to adult consumers.

For more information on the Dutch baby products market, see the latest research: Dutch Baby Products Market

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