The market of products for children in Ukraine - research of products for children's hygiene from the marketing agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

The market for children's products is not just about toys. It includes: clothing, extracurricular and educational activities, furniture, electronics, food, as well as products for care, bathing and hygiene.

This market area consists of different segments: segment of goods for children under 3 years of age; segment of goods for children aged 4 to 10 years, as well as goods that are intended for adolescents aged 11-16 years. The first segment is considered the most profitable - for children under 3 years old, and the most common products are disposable and reusable diapers (their importance on the market is about 50%), wet wipes, powders to protect against rashes and skin irritations and creams for children of this age ... In addition, this category of the market is very stable, because this type of goods is simply necessary for parents of newborn children; parents save the least on this group of goods.

The main players on the platform for products for children's hygiene: Pampers, Huggies, Libero, JOHNSON'S Baby, Bubchen, Eared Nanny.

It should be remembered that the baby food industry is as much as 80% occupied by imported, major brands. Entering this product sector seems very difficult, but it is not impossible. Unfortunately, you need to be very careful about the fact that commerce is not too friendly for new stores, according to statistics, 20% of them have been in operation for less than two years and then simply disappear from the market. There are a number of reasons for this, but this is a topic for a separate article.

In the marketplace, we can find baby products that have become almost iconic thanks to good branding and marketing. A well-known example of this would be Johnson's Baby, part of the Johnson & Johnson group. The company launched its first baby product in 1893. Another example is Bambino, a brand known primarily for the production of body oils and baby shampoos. Nivea has also created a wide range of baby products over the years. Nivea even divides "Baby" products into micellar, protective, moisturizing and wipes.

How is this market developing?

Although the situation in Ukraine and Europe is far from a baby boom, interest in baby cosmetics is not diminishing. This is associated with improved living standards, improved hygiene standards and increased consumer awareness. Plus, parenting blogs and parenting guides of all kinds are very popular.

Composition and packaging of children's cosmetics

Growing consumer awareness is forcing manufacturers of baby cosmetics to refrain from potentially harmful ingredients. Nevertheless, some people still apply meaningless slogans such as "natural" or "gentle" to the packaging. Parents are looking for the symbols of certificates on the packaging, which determine the value of a given product for them.

When trying to get into the hands of parents, it is worth creating a truly natural and delicate product (for example, hypoallergenic). However, don't forget how important marketing, branding and packaging are for baby products.

Product packaging and the product itself for children and babies often meet additional safety requirements so that it is not misused and potentially harmful to the child. of the analyzed product, among which the most important elements are:

• assessment of the quality and toxicological properties of the raw materials used, taking into account the potentially higher sensitivity of the youngest consumers,
• analysis of the use of the product,
• evaluation of the test results on the finished product, in particular the toxicological data of the product (results of dermatological, applied and other tests). It is important to note that in order to classify a product as a baby cosmetic, cosmetic tests on the smallest are not required by law (and not recommended for ethical reasons).

Many manufacturers order cosmetic packaging that should attract both the attention of parents and the attention of children. Special dispensers with foam, shampoos or shower gels for coloring water are no longer new. What then can be attributed to trends in branding and packaging design?

• A predominantly white color that creates an association with purity and the absence of harmful or unnecessary ingredients.
• Cartoon characters that will surely attract a child's attention.
• Lack of strict separation of products for girls only and boys only, these templates are considered outdated.
• Watercolor drawings on packages.
• Geometric patterns are back from the seventies.
• A variety of shapes and volumes of bottles, packaging for baby products.

To conquer the market of goods for children, contact the FINE marketing agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine and we will conquer new markets together!