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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

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