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Summary of our market study
The French market for baby diapers is estimated at € 742 million in 2022
The global market for baby diapers will be worth nearly $87 billion in 2023. The annual market growth rate is around 6%.
Online sales are increasing, but supermarkets remain the main distribution channel.
Major players such as Procter & Gamble's Pampers and private labels dominate the market. europe and North America account for 60% of worldwide sales. Asia-Pacific is the growth driver.
Trends in the French baby diaper market
The decline in the country's fertility rate is a key factor influencing demand. The birth rate has fallen from 12.8 births per 1,000 inhabitants to around 11.3 in nine years.
With around 17,000 fewer births in one year, the need for baby diapers has naturally fallen.
Mothers remain the main purchasers, with over 70% responsible for buying and changing diapers.
Parental influencers and healthcare professionals exert considerable influence on purchasing decisions.
Around 40% of French parents buy baby products every week. Baby hygiene accounts for around 51 euros of monthly childcare expenditure.
Conventional disposable diapers retain the largest market share by value. Cloth diapers still only reach a minority of around 14% of users.
Two factories in France cover only around 15% of national demand.
Supermarkets are the predominant distribution channel, accounting for over 92% of sales.
Main players in the baby diapers market
Major players
- Procter & Gamble stands out in the sector with its Pampers brand.
- Essity is another major competitor, aiming to capture significant market share with its Lotus Baby brand.
- Artsana, known for its range of baby care products, also competes in this field with its Chicco brand, which offers a variety of baby essentials, including diapers.
- Ontex continues to stand out with a range of personal hygiene products for babies, adults and feminine care.
- Kimberly-Clark, with its Huggies brand, remains a key player known for innovation and quality.
- Distributors Carrefour, Auchan and E.Leclerc offer competitive private labels
- ble.
French SMEs
- Joone have made their mark by focusing on transparency and local manufacturing
- BB Distribe known for its Celldi brand
- Cellulose de Brocéliande made in France
- Lillydoo, Tiniloo and Poupiz offer a subscription service.
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
The baby diapers market in France covers all activities relating to the production and sale of baby diapers.
Diapers are hygienic items worn next to the body as underwear, with an absorbent mattress. The material making up this mattress is generally defibrated wood pulp, also known as "fluff" pulp. Other materials are also included in the composition of the diapers (plastic, elastics for ease of wear, lotion to protect the skin, urine indicator, perfume, etc.).
Two main types of consumer use diapers:
- Infants ;
- Certain elderly people suffering from incontinence.
In this study, we will focus solely on the baby diaper segment, which accompanies children until they are potty-trained, at around three years of age. Diapers can also be segmented according to type: washable and disposable.
The global market has been growing steadily over the past 10 years, and is expected to register a CAGR of 4. 9% between 2022 and 2030.
Despite an overall drop in the birth rate, as well as the difficulties encountered by the beauty care sectorthe baby diapers and baby hygiene sector in general will do very well in 2022. Indeed, while the health crisis hit the sector hard, the recovery was very marked in 2021: rising birth rates, renewed hygiene habits...
diapers are mainly distributed and bought in supermarkets, although the boom in online sales should not be overlooked.
Consumers are increasingly sensitive to the composition of diapers and their potential toxicity. Ecological arguments play an increasingly important role in purchasing decisions.
The main players in this market are, of course, diaper manufacturers such as P & G and Kimberly-Clark, but also retailers such as Leclerc and Carrefour.
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the diaper market | France
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