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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.
List of charts presented in this market study
- Sales in the baby diapers sector
- Sales of baby diapers and diapers
- Foreign trade - exports
- Foreign trade - imports
- Main customer countries
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Latest news
Auchan faces another "difficult" year in 2023 - 22/02/2024
- -Auchan net loss in 2023: 379 million euros
- - Previous year's profit: 33 million euros
- - Auchan's position in the French retail sector: 5th
- - Revenue in 2023: down 1.7% to 32.9 billion euros
- - Share of hypermarkets in Auchan's store base: 21%
- - Acquisition of Casino stores by Auchan and Intermarché: 70 supermarkets, 26 hypermarkets, including five larger than 9,000 m2, and two drives
Auchan: New Beginnings - 06/12/2023
- Gérard Mulliez founded Auchan in 1961.
- Auchan hypermarkets account for 80% of the company's sales.
- Auchan's market share has fallen from over 10% five years ago to 8.4% today.
- Failed attempt by the Mulliez family to take over Carrefour in October 2021.
- Auchan and Intermarché are looking to form a product purchasing alliance, which would give them a combined market share of 30%.
- Auchan and Intermarché have been trying to share nearly 300 hypers and supermarkets that Casino is due to sell.
Hygiene: Essity invests in Eure to improve recycling of food cartons - 22/11/2023
- The Hondouville plant in the Eure region of France produces toilet paper, handkerchiefs and paper towels for professional markets (hotels, restaurants, businesses, industry, etc.), marketed under the Tork brand.
- To manufacture these products, the company has been recycling food bricks for over fifteen years
- In each food carton, paper fibers (75%) are mixed with aluminum (5%), plastic (14%) and cork (6%).
- The Stockholm-based international group, whose products are marketed in some 150 countries, has sales of 15 billion euros by 2022 and 48,000 employees worldwide.
- In France, the Group's fourth-largest market, it operates eight sites with 2,500 employees.
- Its Eure plant also manufactures cotton personal care products under the Demak'Up and Lotus brands.
- Over the past three years, investments at the Normandy site have totalled 47 million euros, reassuring the plant's 360 employees
Petits Culottés short-circuits supermarkets with baby diapers - 14/11/2023
- Les Petits Culottés was created in 2019 in Paris. 12 employees.
- In four years, the company has managed to win over around 80,000 parents.
- The company's products are 15% cheaper than the competition thanks to online sales.
- The company has its diapers manufactured by BB Distribe in Laval-sur-Vologne, Vosges.
- Infant milk is purchased from a group of independent breeders in the Vendée region.
- Present in some 50 maternity wards and in partnership with approximately 6,000 pharmacies.
- The SME achieves sales of 42 million euros without raising capital.
180 million plan for paper manufacturer Fibre Excellence Provence - 22/10/2023
- Fibre Excellence Provence is about to launch a lignin separation unit, which will enable it to produce absorbent pulp for diapers.
- The plant represents an investment of 80 million euros. By 2025, almost half of Fibre Excellence Provence's production will be devoted to this new product line.
- It should cover around 10% of national demand for diapers.
- Fibre Excellence Provence, a company that previously filed for bankruptcy following a fall in packaging paper prices, has sales of 155 million euros.
- The company was rescued by its shareholder, Asian Pulp and Paper, which assumed 80 million euros of its debts.
- A five-year, 180-million euro investment plan has been put in place to restructure the company.
Essity claims "world first" in recycling - 21/10/2023
- A new recycling line for liquid-food packaging was inaugurated on October 17.
- Essity's sales target is 15 billion euros by 2022.
- Essity employs around 48,000 people in 150 countries.
- In France, Essity employs 2,500 people and has six production sites and a research and development center.
- France is the Swedish group's fourth-largest market.
- The Hondouville plant employs 360 people.
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the diaper market | France
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