NIQ monitors developments in the Dutch baby market, identifying trends and shifts across different product categories. In this edition, the focus is on developments in baby food, baby care and nappies.

Over the past twelve months, the baby category has shown a mixed picture. The total market across supermarkets and drugstores grew by +1.0% in value to almost €600 million compared with the same period last year. Unit sales increased at a stronger rate, partly due to lower average prices. Consumers remain cautious about their spending, while demand for essential baby products remains relatively stable. Compared with consumers in neighbouring countries, Dutch consumers also tend to opt for private-label products more often in order to keep spending under control. Behind the modest overall market growth, however, there are significant differences between individual segments.

Baby food remains the main growth driver
Baby food once again made the largest contribution to growth, recording a +5.0% increase in sales value. Dry snacks (+10.5%), baby food in jars (+8.4%) and infant formula (+3.1%) all performed particularly well. Baby cereals and breakfast cereals, on the other hand, declined by -5.5%. The figures point to a growing preference for convenience and ready-to-use solutions, as well as a shift towards alternative breakfast and snack options.

Baby care under pressure despite sales growth
Within baby care, sales value increased by +1.9%, while unit sales fell significantly. Growth was therefore largely driven by higher average selling prices. Hand and body products (+3.5%) and bubble bath products (+2.0%) recorded growth, while hair care (-3.5%) and facial care (-11.0%) declined. Parents appear to be becoming more selective in their purchasing decisions: essential products are maintaining their position, while less essential personal care products are under pressure. Purchases of private-label products are also showing slight growth.

Nappies remain the biggest challenge
Nappy sales declined by -2.1%. As nappies account for almost 38% of the total baby market, this decline has a significant impact on the category’s overall performance. The value share of private-label nappies fell slightly to 54%, with promotions on branded products playing an important role. Nappy disposal bags also lost ground, with sales declining by -11.5%. Consumers are increasingly looking for alternatives and opting for bulk packs that offer a lower price per unit.

Baby wipes also lose ground
Sales of wet baby wipes declined by -1.9%. Consumers are paying closer attention to the price of frequently purchased everyday products and are increasingly choosing promotional offers.

Growth is becoming increasingly selective
Despite demographic challenges, the Dutch baby market remains relatively stable. Growth is primarily being driven by baby food and, to a lesser extent, accessories, while baby care, baby wipes and nappies remain under pressure. For manufacturers and retailers, opportunities can be found in segments where innovation, convenience and premiumisation offer added value. At the same time, pressure on volumes within baby care and nappies requires careful attention to pricing strategies, private label and promotions. Growth within the baby category is therefore becoming increasingly selective.

About NIQ
The NIQ Baby figures are based on weekly point-of-sale data from both online and physical retailers. This confidential sales data is collected, aggregated and analysed by NIQ and subsequently reported at category and product-group level. Participating retailers receive regular market reports providing insights into market developments, consumer trends and category performance within the baby market. NIQ provides insights into categories including baby food, baby care, pushchairs, car seats, baby clothing and baby monitors.

Interested in the monthly NIQ Baby Market Report? Contact Peter van Rijn without obligation at [email protected].