The market of hygiene and care for children - Italy

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.