Summary of our market study

Based on forecast trends, the global market for baby care and hygiene products is expected to enjoy sustained growth, with a projected value of $24.5 billion, posting a positive compound annual growth rate (CAGR) of 6.1%. Wipes are expected to remain the dominant market segment.

In the French context, a growth trend in sales value is forecast, with a projected value of 384 million euros. The French market has shown increased interest in organic and natural products, reflecting parents' concerns about the chemical composition of baby hygiene products. An increase in e-commerce and a preference for established brands were noted, while mothers remained the main purchasers.

changes in parental preferences for baby care products in France

In recent years, the French market for baby hygiene products has seen a significant shift towards the consumption of organic products, due to parents' growing concerns about the chemical composition of traditional baby care products. As France leads the European Union in terms of fertility rates, with around 758,000 births, demand for baby care products remains strong. However, the emphasis is increasingly on product safety, with a move away from items containing hazardous chemicals.

The market encompasses a range of products, including diapers, soaps, creams, treatments and wipes, with the latter dominating global and national sales. Wipes account for around a third of total market sales worldwide, and an even greater share nationally, demonstrating that they are an indispensable part of everyday baby care. Recent trends point to a resurgence, anticipating growth. An analysis of purchasing behavior shows that mothers, particularly those aged 25 to 34, are the main purchasers of baby care and hygiene products. These mothers often prefer established brands, considered reliable because of their history and reputation. E-market sales have also increased, with three quarters of parents having purchased childcare products online at least once, demonstrating a growing comfort with e-commerce.

Consumer spending on baby care products represents around 10% of the total monthly childcare budget, or around 50 euros. This trend is strongly influenced by concerns about the safety of product ingredients. Numerous campaigns highlight the risks associated with certain chemicals, and advocate rigorous selection of childcare items. The French market for baby hygiene products has remained relatively stable in value terms, although slight variations in imports and exports are noticeable.

The country mainly imports these products, with a clearly negative trade balance over the period under review. This trend means that the country relies on foreign markets to meet domestic demand, despite a modest increase in the value of exports in recent years. Growing concerns about the presence of endocrine disruptors and other hazardous components in baby care products have catalyzed the introduction of new offerings that promise a safer, more natural composition. Organic products, certified by specialized labels, have gained in popularity, with the assurance of high natural content and controlled use of organic ingredients. In addition, cold process soaps have emerged as a preferred alternative, appreciated for their quality and effectiveness.

Market leaders in baby care and hygiene

When scanning the competitive landscape of the baby hygiene and care market, several key players stand out for their commitment to providing quality products that meet the delicate needs of young children. These companies have earned the trust of parents and established themselves as market leaders through a combination of innovation, safety and brand recognition.

  • laboratoires L'Oréal LaSCAD

Dominating the market with a significant share, L'Oréal subsidiary LaSCAD has become synonymous with quality baby care products. Thanks to its parent company's extensive research and development capabilities, LaSCAD has succeeded in adapting its products to babies' sensitive skin, guaranteeing safety and comfort. The brand's commitment to high standards has not gone unnoticed by discerning parents looking for reliable hygiene solutions for their children.

  • Laboratoires Expanscience (Mustela)

Laboratoires Expanscience's Mustela is a name synonymous with care and gentleness in the baby hygiene market. Well known for its skin care products, Mustela has maintained a strong presence by focusing on natural ingredients and formulations designed for the unique dermatological needs of infants. Its enduring market position is a testament to the consistent quality of its products and the trust it has earned from families over the years.

  • Procter & Cie (Procter & Gamble)

Known in various consumer goods sectors, Procter & Gamble, through its various divisions including Procter & Cie, has a substantial impact on the baby care and hygiene market. Known for its wide range of baby care products, including popular brands such as Pampers, it provides solutions for all aspects of baby hygiene, from diapers to wipes and beyond.

  • The appeal of organic and natural products

With growing concerns about product composition, organic childcare products have gained in popularity. More than ever, parents are looking for certified natural and organic products, eager to avoid potential irritants or harmful chemicals. Companies offering such products under recognized labels such as the Cosmébio Charter have seen an increase in consumer preference. Growth in this segment is being driven by brands that favor the use of natural, plant-based ingredients and comply with rigorous organic standards.

  • The renaissance of cold process soaps

The cold-process soap market is another niche that is gaining ground in response to concerns about product safety. Brands offering cold-processed soaps that retain natural glycerine and use unprocessed vegetable oils are gaining in popularity with parents.

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Summary and extracts

1 Market overview

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.

List of charts presented in this market study

  • Evolution des ventes de produits d'hygiène et de soin pour bébés et enfants
  • Number of births in France
  • Taux de natalité
  • Age moyen des mères à la naissance des enfants
  • Postes de dépenses mensuelles pour les enfants en bas âge
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Latest news

Néobulle expands its family in Saint-Bonnet-le-Château" | "Néobulle expands its family in Saint-Bonnet-le-Château". - 27/06/2023

Néobulle was founded in 2008

Néobulle has 40 employees

"The potential of dermocosmetics is immense", says L'Oréal - 11/05/2023
  • One in four people has a skin problem.
  • After the age of 60, it affects one in two.
  • L'Oréal's dermocosmetics division posted sales of 5 billion euros, with growth of 22%.
  • The dermocosmetics segment represents 8% of the global beauty market, compared with 5% a few years ago.
  • L'Oréal's growth last year was two and a half times faster than the market.
  • La Roche-Posay and CeraVe are brands with sales of over €1 billion.
La Roche-Posay wants to grow by relying on dermatologists. - 02/01/2023
  • Leader in L'Oréal's active cosmetics division
  • Strong organic growth for several years
  • Leader in dermo-cosmetics brands
  • 100 clinical studies by 2022
  • Two billion people worldwide suffer from skin problems
  • The L'Oréal group's cosmetics division achieved sales of €3.9 billion in 2021
  • In China, it will launch a premium regenerative medicine range in a year's time
Laurent Minaud leaves Autour de Bébé - 04/10/2022
  • Autour de Bébé has 105 sales outlets
  • sales of 120 million euros
  • Growth of 35% in sales and 40% in margins by 2020
BC Partners acquires Biolane for 1 billion euros. - 22/06/2022
  • Havea, owner of the Biolane brand, acquired by BC Partners for over 1 billion euros.
  • Valuation of Havea at 16-17 times its Ebitda.
  • Havea has 850 employees and owns the Biolane, Dermovitamina and Aragan brands.
  • Objective to become number one in dietary supplements and dermocosmetics within four years.
  • Havea sales in 2017: less than 100 million euros.
  • Havea sales in 2021: 230 million euros.
Mimipioupiou has created a range of entirely biodegradable woollen garments. - 16/02/2022
  • Accessories and Clothing for Babies Reusable soothers that prevent babies from throwing away pollutants
  • Innovative ecological and hygienic concept, unique in the world

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

La Roche-Posay
Expanscience Mustela Laboratoires
Mimi Piou Piou
Autour de Bébé
Bébé 9
Bébé Confort
Allo bébé
Havea Groupe Biolane
Babybio Vitagermine

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