the baby care and hygiene market | France

1.1 Definition and presentation

The arrival of a new baby is a relatively stressful event for young parents, often torn between the desire to do well and the fear of doing wrong. This is especially true when it comes to baby hygiene. Between debates and polemics, it is often complicated to take a clear position on the care to be provided.

While newborn hygiene has a special place among parents for obvious health reasons, bathing is a key moment for creating a bond between the child and its parents. A calm and serene atmosphere is therefore necessary, which requires a certain amount of preparation on the part of the parents, especially material preparation.

With 758,000 births in 2018, France is the most fertile country in the European Union (INSEE), representing 1.87 children per woman for a European average of 1.6. The French market for baby hygiene products is thus defined as one of the most dynamic in the EU.

The market can be segmented into four distinct product categories, although a specific study exists on baby nappies:

• Diapers;
• Soaps;
• Creams and treatments ;
• Wipes.

A trend towards the consumption of organic baby hygiene products has been emerging in recent years. This phenomenon is explained by an increase in the attention paid to the chemical composition of these products by parents. The NGO Women in Europe for a Common Future (WECF) carried out a study in 2018 which states that around 90% of products on this market contain hazardous chemicals.