High-end toiletries for kids - A study of the development and the predicted future of the market

Abstract: This study aims to obtain a better understanding of the development of the kids market. The aim is also to find out the future directions of this market, with a focus on high-end toiletries for children. Furthermore, the authors will highlight important marketing aspects that need to be considered both by companies entering the market, as well as companies already operating on the market. The authors already had expectations and general knowledge about the topic, due to its frequent media publicity during recent years, therefore a deductive approach was the most suitable one. Moreover, a qualitative method with open interviews was used in order to obtain a deeper knowledge about the topic. The result from the interviews indicates a future growth on the kids market. Companies have to focus a lot on the kids in the future in order to avoid a revenue decline in this particular customer segment.