Retail constant value sales (2021 prices) of baby and child-specific products are in long-term decline in France, and this trend accelerated during 2021. Although France’s birth rate remains among the highest in Europe, it declined from 11.
Baby and child-specific products follow the general trend of beauty and personal, that is to say that the organic and natural is more and more appreciated by parents. Development of organic and natural products is a source of growth in a bear market due to falling birth rates and mistrust of product composition.
The birth rate in France will continue to decline throughout the forecast period, albeit at a somewhat more modest rate than in the review period. This will help to slow the rate of decline in retail constant value sales of baby and child-specific personal care.
As well as ensuring products are more natural and organic for eco-friendly reasons, companies are increasingly expected to limit their ecological impact by reducing the packaging on their products. This is especially true for baby and child-specific products, which has historically used a lot of plastic packaging.
Niche brands are a growing presence in beauty and personal care, and they are set to proliferate in baby and child-specific products during the forecast period. One example of this type of brand is Ouate, which offers a range of natural, organic, vegan, and solid products.
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This report originates from Passport, our Baby Care research and analysis database.
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