Summary of our market study

The global baby personal care market, valued at $5.67 billion, is projected to grow at a CAGR of 6.2% from 2021 to 2027. This growth is driven by increasing health concerns for children, consumer awareness of baby care products, and a surge in the organized retail sector. Asia-Pacific is the leading market, with countries like China and India being significant contributors. The supermarket segment dominates sales channels with more than half of the turnover, while pharmacies account for 42.7% of the market. However, despite the positive growth prospects globally, the Italian market has experienced a downturn, accentuated by a pandemic-induced decline in 2020. Baby hygiene products are a significant segment in Italy, representing 3.1% of the domestic cosmetics market, yet facing challenges such as declining birth rates compounded by the COVID-19 crisis and economic instability, which have likely influenced this contraction. Regulations for the market are impacted by the New Regulation on Cosmetic Products (EU), mandating stringent safety evaluations, particularly for products targeting children under three years old.

Italian Child Hygiene Market Trends and Analysis

In the Italian market, the child hygiene segment has been experiencing fluctuations, shaped by various socio-economic factors. This market encompasses products designed for the hygiene of children aged between 3 to 12 years, covering essentials in bath/shower care, oral hygiene, and skin moisturization, with sun protection also being a notable inclusion during sun exposure periods. Despite representing a relatively small slice of the Italian cosmetics market, the child hygiene market holds substantial value, measured in several million euros as of 2020. A key trend driving demand is the heightened awareness of personal hygiene, spurred by government and corporate campaigns. These efforts, alongside aggressive product promotions, are boosting market growth. However, the market faces challenges due to Italy's declining birth rates, which plummeted by nearly 25%. The financial instability facing young Italian couples is a pivotal factor, as they delay parenthood fearing the economic implications. Geographically, demand distribution is uneven across Italian regions, with the highest birth percentages found in the Northwest and South, particularly in the Lombardy and Campania regions. These areas are evidently prime markets for child hygiene products and services. The COVID-19 pandemic has had a complex dual effect on the market.

On one hand, the economic downturn and associated insecurities have further discouraged childbearing, evidenced by a survey where 37% of young Italians abandoned plans for pregnancy. On the other hand, the pandemic has intensified the value placed on hygiene, which could stimulate growth in the child care market. Globally, the baby personal care market is seeing robust growth, driven by factors like rising birth rates in emerging markets, higher parental disposable income, lifestyle changes, and an increase in working women. In terms of sales channels, supermarkets dominate the child hygiene product market, accounting for over half of the sector's turnover, while pharmacies cover a significant portion as well. However, sales through large-scale retail, pharmacies, and perfumeries have witnessed a consistent decline. Within the Italian context, the total turnover for child hygiene products was between 250 and 300 million euros in 2021, down from around 300 to 350 million euros. The most sizeable segments in the Italian cosmetics market remain facial and body products.

Key Players in the Children's Hygiene and Care Market

The children's hygiene and care market is home to a diverse set of companies that cater to the needs of a young demographic, ensuring their hygiene, health, and overall well-being. These players include manufacturers of baby care products, retail chains that distribute these goods, and specialized chains that offer a wide range of parapharmaceutical products. The following are some of the noteworthy companies operating in this sector:

  • Coop Coop stands out as one of the largest supermarket chains in Italy, offering an extensive selection of consumer goods, including child hygiene products. Their commitment to providing quality products at affordable prices places them as a key player for parents seeking reliable baby care items.
  • Esselunga A prominent name in the Italian retail sector, Esselunga is known for their well-organized supermarkets that stock a wide variety of baby care products. Their focus on customer satisfaction and product variety makes them a go-to destination for families.
  • Carrefour Italy Part of a global supermarket chain, Carrefour Italy provides a diversified product palette with an emphasis on variety, quality, and accessibility. They have secured their spot as a prominent provider of child hygiene products within the competitive Italian market.
  • Medi-Market Medi-Market operates a chain of parapharmacies that cater to a niche market looking for specialized hygiene and care products. Their well-informed staff and tailored product range appeal to parents who are conscious about their child's health and wellbeing.
  • Farmaè With a comprehensive product offering that stretches across health and wellness, Farmaè stands as a renowned parapharmacy. Their dedication to offering quality child care products has made them a respected name among health-conscious consumers.
  • Artsana (Chicco) Artsana, with its Chicco brand, has become synonymous with baby care across the globe. Their extensive range of child hygiene products—from bath essentials to sunscreens—is designed with dedication to the comfort and safety of infants and toddlers.
  • Mylan Italia S.r.l. (Babygella) Mylan Italia S.r.l. boasts the Babygella brand, which is well recognized for its gentle and skin-friendly baby hygiene products. Their formulations are especially crafted to meet the delicate needs of children, winning trust from parents nationwide.


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Summary and extracts

1 Market Overview

1.1 Definition and presentation

The child hygiene market can be defined as all products intended for the hygiene of children aged 3 to 12 years. While parents are entirely responsible for the hygiene of infants and toddlers, it is important that children gradually take responsibility for their own hygiene, especially since child hygiene is the most effective way to prevent microbial infections and the spread of viruses.

Children's hygiene mainly focuses on the bath/shower segment, oral hygiene and skin moisturization. It should be noted that sunscreen application is included in the "care" segment for children during periods of sun exposure.

The hygiene market is mainly driven by the ever-increasing awareness of personal hygiene maintenance. Government organizations and companies regularly launch various awareness campaigns on the importance of personal hygiene, which is expected to fuel market growth, as well as aggressive promotions by manufacturers.

Although it accounts for only 3.1% of the Italian cosmetics market, the children's hygiene market has been estimated to be worth several million euros in 2020. Children's hygiene products are mainly sold in supermarkets, while the pharmaceutical channel still accounts for a significant share.

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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. :

Carrefour Italia
Esselunga s.p.a
Artsana Groupe (Chicco)
Mylan Italia S.r.l. (Babygella)
Trudi S.p.A (Trudi Baby Care)

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