Summary of our market study

The global market for feeding bottles and teats is shaped by several key trends and regulations. France will be faced with a sharp drop in birth rates, which have reached an all-time low since 1945, with the fertility rate falling from 1.84 children per woman to 1.86, further exacerbated by the COVID-19 avian flu pandemic. Despite these challenges, innovation is driving the market, with a variety of bottle options catering to different needs, such as anti-colic features and BPA-free materials. French start-up Baby Bottle has responded to health and environmental concerns by offering recyclable baby bottles.

France is a major exporter of teats, with a market coverage rate of over 500%, exporting 118 million euros worth of teats in 2020, mainly to Germany, Italy, China and India.

New regulations, notably the REACH ban on certain phthalates in toys and childcare articles and the Bisphenol A law, have influenced market offerings, guaranteeing safety and the protection of public health.

Despite falling birth rates, the global market is expected to grow by 4.7% a year.

The changing dynamics of the bottle and teat market against a backdrop of demographic and behavioral change

In recent years, the bottle and teat market has undergone a series of changes influenced by demographic, regulatory and consumer behavioral evolutions. In France, birth rates have been on a downward trend, which has had an impact on demand for babycare products. Sales of relevant childcare products fell by around 5-6% in volume, with a drop in value of around 2-4%. The number of births per year continued to fall. Despite these challenges, the market proved resilient, mainly thanks to innovation.

Manufacturers are continually introducing a variety of bottle and teat designs to meet babies' specific needs, such as colic and regurgitation, with a wide range of sizes, materials and shapes. The baby bottle market presents a diverse portfolio, with cylindrical, angular and ergonomic bottles, all designed for ease of use and to address health concerns.

The increasing age of women giving birth for the first time - around 30 to 31 - goes hand in hand with growing purchasing power and a willingness to spend more on baby's basic needs. As a result, around 90% of bottle and nipple purchases take place before the baby is born, often guided by safety considerations, design preferences and budget.

Safety concerns are also driving regulations that are having an impact on the sector. The use of potentially hazardous substances such as bisphenol A and various phthalates in the manufacture of baby bottles and teats has been banned due to the associated health risks. This led to a shift towards materials such as polypropene, polyethersulfone and natural rubber, with France introducing strict bans on bisphenol A to ensure product safety.

Despite a decline in the value of the French market of around 3 to 4%, the juvenile products industry saw a slight increase in revenues, notably from 0.1 to 0.5%, attributed to higher product prices and the advent of new technologies.

The retail landscape for these products is dominated by specialty stores, which account for around 50-60% of sales, while e-commerce platforms are also gaining ground. In particular, almost three quarters of young parents buy childcare products digitally.

The bottle and teat market is home to a wide variety of companies, each bringing its unique blend of innovation and quality to bear on the concerns of discerning parents.

Among the big names in this dynamic sector, a few are leading the way with their specialized offerings and distinctive approaches to the market.

  • Distributors

      • Aubert is a leading juvenile products retailer, with an extensive network of stores. Known for its comprehensive range of baby products, Aubert has become a trusted name for parents seeking quality and reliability for their little ones. From baby bottles to a host of other childcare items, Aubert is a supermarket that caters to the nurturing needs of young children.

      • Baby9 offers a more boutique-like experience for parents-to-be. With a focus on personalized customer service, Baby9 offers an intimate shopping experience that helps parents make informed decisions about the best products, including bottles and pacifiers, for their baby.

  • Manufacturers

    • Avent (a Philips brand) offers innovative solutions for baby feeding. Renowned for its anti-colic bottles and quality teats, Avent is a reference for parents looking for scientifically designed feeding equipment for their infants.

    • NUK is another familiar name that evokes quality and safety. Their bottles and teats are designed to replicate the natural breastfeeding experience as closely as possible, offering comfort to babies and peace of mind to parents.

    • Tommee Tippee (Mayborn Group), with its complete range of baby feeding products, puts the emphasis on intuitive design, close to a mother's touch. Many parents choose Tommee Tippee for its baby-friendly bottles and teats, designed to ease the transition from breast to bottle.

    • Also worth mentioning is The French Baby Bottle, a start-up that prides itself on its environmentally-friendly offerings. Committed to sustainable development, this brand has launched a range of recyclable feeding bottles made from high-quality materials free from harmful chemicals.

  • Pure players like AlloBébé appeal to the generation of digitally-savvy parents. As an online retailer specializing in baby products, AlloBébé offers a wide selection of feeding bottles and teats, as well as various other baby products.tines and a variety of other childcare products, representing convenience and choice in digital shopping.

The baby bottle and teat market is a diverse ecosystem, made up of manufacturers and retailers of different sizes and specializations. Each player, with its unique positioning and product offering, contributes to a market characterized by its delicacy.

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Summary and extracts

1 Market overview

1.1 Definition and scope of study

A bottle is a small bottle with a teat, used to feed a baby. The nipple is a great way to calm and soothe a crying baby. Its shape and the sensation of sucking on the nipple is reassuring and reminds him of his mother's breast. Many parents use it to soothe and sedate a baby, but also to calm colic attacks

The teat and bottle markets belong more broadly to the childcare market and more specifically to the small childcare .

Over the years, the market for baby pacifiers has seen a constant evolution in terms of product offering . Manufacturers of pacifiers and dummies have implemented a innovation strategy that specifically meets the needs of customers

The market for baby bottles and nipples (or small childcare) should experience a 4.7% per year increase at the global level between 2019 and 2015 . However, the French baby bottle market is experiencing an 3.21% decrease between 2017 and 2018 with the boom of the second hand and the declining birth rate

France is a great producer and exporter of teats and bottles in France, with a coverage rate of more than 500%. In terms of small-scale childcare, French production largely constitutes the national market punctuated by regulations concerning the materials used. In this market in particular, the made in France is a pledge of confidence and security, as safety is a key factor in baby shopping.

The players in this market are the large specialist retailers such as Aubert and Baby9, but also the supermarkets, which account for almost a third of the country's sales. The pure players are also key players in this market, such as Allobébé or the giant Amazon. Similarly, startups are entering the market with a rather high-end offer, such as Le Biberon Français in particular

List of charts presented in this market study

  • Taux de fécondité selon l'âge de la mère
  • Quand avez-vous acheté les premiers éléments de la puériculture
  • Element déterminant de l'achat de puériculture
  • Sondage : "Comment avez-vous choisi votre matériel de puériculture ?"
  • Nombre de naissances par année
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Latest news

The Agnelli family invests in Philips Santé - 07/09/2023
  • The investment holding company Exor, owned by the Agnelli family, has assets of 33 billion euros.
  • Exor acquired 15% of the Philips conglomerate for 2.6 billion euros.
  • Philips became the Agnelli family's fourth largest holding, behind Ferrari, Stellantis and CNH Industrials.
  • Healthcare accounts for more than half of Philips' sales, totalling 17.8 billion euros last year.
  • Philips had to recall 5.3 million of its respiratory devices worldwide
  • Exor has recouped 9.3 billion euros from the sale of US reinsurer PartnerRe to Covéa in 2021.
  • Exor had taken a 45% stake in Italy's Lifenet Healthcare in spring 2022.
  • In July 2022, Exor also acquired 10% of Institut Mérieux for 833 million euros.
  • Exor also holds a 24% stake in French shoe manufacturer Christian Louboutin.
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

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. :

Allo bébé
Mayborn France
Bébé 9
Autour de Bébé
Bébé Confort
Artsana Groupe (Chicco)

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