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MARKET OVERVIEW

1.1 Definition and scope of study

In the childcare market, various products are taken into consideration, such as: delicate skin creams, cleansing gels, cleansing wipes, skin care oils, talcum powder. Usually with the term child we refer to an age between 0 and 12 years. In this age group there are different products used for newborns or children with more advanced ages. Typically, baby care products are divided into the following categories: hair care, skin care and general care. 

In terms of the global baby care market, this was valued at $339.1 billion in 2018 and is expected to reach a value of $520.4 billion by 2022 with a compound annual growth rate (CAGR) of 11.3%. The leading global companies for these product types are: Johnson and Johnson, Danone and Unilever. 

In Italy, thanks to the strong culture of child and family care, the sector analyzed is characterized by strong growth. From a geographical point of view, the turnover of this market is homogeneous throughout the country with a slight increase for central Italy. It is estimated that for the first year of a child's life, Italian families spend between 1080 euros and 2500 euros on hygiene alone. As a distribution channel, the supermarket is preferred (51.4%), followed by the pharmacy (42.7%) and prepharmacy (5.9%).

The market trend is to create increasingly natural products that do not contain silicones or chemical substances, but which are more delicate and less aggressive for children's skin.

Some of the most used brands in Italy for baby care are Chicco, Bioderma and Avent.

ANALYSIS OF THE DEMAND

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE ACTORS

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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Arnaud W.
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Ross Alumni Club France

Arnaud W.

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Amaury de Balincourt
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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

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Vincent D.

Auditeur

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Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.