The market of hygiene and care for children - France (2023)

1.1 Market definition and presentation

The children's hygiene market can be defined as all products for the hygiene of children from 3 to 12 years old. While parents are entirely responsible for the hygiene of newborns and babies, it is important that children gradually take responsibility for themselves in order to become more autonomous through the acquisition of hygiene reflexes, especially since the cleanliness of the child is the most effective bulwark against microbial infections or the spread of viruses

Children's hygiene focuses mainly on bathing/showering, brushing their teeth and moisturizing their skin . Note that the application of sunscreen is included in the "care" section for children during periods of sun exposure

If the phenomenon of an ageing population has now been established in France for several years, it is largely due to a steadily declining birth rate, reducing the number of children and therefore the number of end consumers in the child care and hygiene market.

However, the numerous controversies, most of them related to the composition of these products, have resulted in the appearance of new product ranges for children with more sensitive skin (at least until the age of 6). Natural products as well as organic products have become flagship products on the market, maintaining a certain dynamic due to their value. This is particularly true for the shampoo and soap segment, as the market has gradually shifted towards organic shampoos and soaps in recent years.