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Summary of our market study
The French market for baby care and hygiene products (excluding diapers) is stable, estimated at around 300 million euros.
The global market for hygiene and care products is estimated at $24.5 billion, with annual growth of 6%.
In France, around 750,000 babies are born every year, and demand for baby care products remains strong
In recent years, the French market for baby care 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.
The baby hygiene and care market includessoaps, bath products,creams and skin care products, andwipes .Wipes account for around half the market (€150 million).
Mothers aged between 25 and 34 are the main purchasers of baby care and hygiene products. They prefer established brands, considered reliable because of their history and reputation.
Three quarters of parents have bought baby care products online at least once.
Consumer spending on baby care products represents around 10% of the total monthly childcare budget, or around 50 euros.
Baby care and hygiene products are mainly sold in food superstores, followed by pharmacies and parapharmacies, and online.
The French trade balance in this sector is heavily in deficit.
Baby care and hygiene market players
- 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.
- 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.
- Procter & Gamble
Known in a variety of consumer goods sectors, Procter & Gamble 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.
- The renaissance of cold process soaps
The market for cold-processed soaps is another niche that is emerging 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.
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