Baby and Child-Specific Products in France

PROSPECTS

The birth rate is on a downwards trend

The performance of baby and child-specific products closely correlates with the birth rate. For the third consecutive year, the birth rate was down in France in 2017 – 17,000 fewer babies than in 2016, according to INSEE, the National Institute of Statistics and Economic Studies.

Priority is given to naturalness; a long-lasting trend

The controversy surrounding the danger of hygiene products is even more pronounced when it comes to products for babies. The generation of millennials, who have already strongly turned to natural products, reacted very strongly to the controversy over baby products, especially as these young parents get information from the internet and via social networks, where anger rumbles.

Liniment or nothing

Liniment is the flagship product in baby and child-specific products, and this is set to continue. Liniment is a natural recipe with few ingredients, mixing oils and lime water.

COMPETITIVE LANDSCAPE

Products for atopic skin expand, and have a bright future

In contemporary society, many people, and notably babies, are developing more and more skin problems, including dry skin with atopic tendencies, which is characterised by extremely dry patches, known as atopic dermatitis. In 2017, a growing number of brands developed baby products for ultra-sensitive and atopic skin.

Restoring confidence in the category

In 2017, Mustela deployed a major communications campaign, with the objective of reassuring parents about the safety of its products. Mustela reminds consumers that all its formulae are safe – they are free from any ingredient that may be dangerous for babies.

The launch of non-active wipes

Non-active wipes are starting to be launched in the market, and an explosion in supply and sales is expected. Dodie wipes with olive oil and aloe vera, inspired by the composition of liniment, were launched in 2017, along with WaterWipes (Irish Breeze), which are presented as the purest wipes in the world, containing 99.

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