Baby and child-specific products in France experiences a challenging volume environment in 2025 due to the historically low birth rate, which continues to hamper overall sales growth. Despite this, the retail value sales remain relatively stable at EUR 377 million in 2025, representing a slight decrease of 0.3% compared to the previous year. This reflects a market adjusting to demographic realities. The shift towards premiumisation is a direct response to the declining birth rate, as parents are

Baby and child-specific products in Indonesia recorded retail value sales of IDR6,693 billion in 2025, representing 4% growth in current terms, supported by a stable macroeconomic environment with real GDP growth of 5% and low inflation of 2%, alongside a population of 286 million providing a large and expanding consumer base. Baby wipes continue as the largest category, with retail value sales reaching IDR2,769 billion, reflecting the essential and routine nature of wipes in child care. Baby an

Baby and child-specific products in Hong Kong demonstrated a robust performance in 2025, with retail sales reaching HKD444 million, representing current value growth of 4% compared to 2024. This growth was notable given the city’s demographic challenges, including one of the lowest birth rates globally, and a total population of 7.5 million in 2025. Despite the declining birth rate, the category benefits from concentrated purchasing power, as smaller family sizes lead parents to invest more heav

Baby and child-specific products in South Africa recorded steady expansion in 2025, with retail value sales rising by 6% in current terms to ZAR2,603 million. Underpinned by a population of 64.7 million and real GDP growth of 1%, household incomes and consumer expenditure improved gradually over the period. Within the broader Middle East and Africa context, the country’s performance reflects solid demographic and economic foundations. However, declining birth rates in the wake of the Covid-19 pa

In 2025, the baby and child-specific products category in the Netherlands reached a retail value of EUR111 million, reflecting a steady growth of 4% compared to the previous year. This growth rate, while positive, is moderate in comparison to the more accelerated growth seen in some categories, indicating a nuanced market dynamic. The population in the Netherlands in 2025 reached 18 million, showing a gradual increase which provides a stable base of consumers for this category. Additionally, con

In 2025, baby and child-specific products in Ecuador experienced an overall slight decline in retail value sales, reaching USD74 million, down by 3% compared to 2024. This underperformance is largely driven by the decline in baby wipes, the largest category in baby and child-specific products, which faces intensified competition from the informal market, resulting in oversupply, heavy promotions and consequent value erosion. This dynamic suppresses growth despite parents’ willingness to spend mo

Baby and child-specific products in Poland demonstrated resilient value growth in 2025, with retail sales reaching PLN1,106 million, reflecting a 6% growth in current terms compared to 2024. This positive trajectory occurred despite the country’s declining birth rate, which represents a significant structural challenge for the category. Polish parents are increasingly willing to invest more per child, prioritising safety and high-quality care products, which sustained value expansion even as ov

Finnish consumers demonstrate a strong preference for minimalistic and clean baby and child-specific products, focusing on clinically tested, gentle-for-skin formulations without additives. This trend is evident in the widespread availability of scent-free products and meticulous parental scrutiny of ingredients, reflecting heightened consumer awareness and demand for safety and quality in baby personal care. A notable example illustrating this preference is LUUV cosmetics' natural hair conditio

In 2025, baby and child-specific products in Ukraine experienced a robust retail value increase of 23%, reaching UAH1.9 billion. This growth was mainly driven by 12% inflation, as demographic contraction constrained volume growth potential, with the total population declining to 31.4 million during the year. This further limited expansion opportunities and intensified competition for a shrinking base of young families. This environment shaped a market reliant more on premiumisation and value ext

In 2025, baby and child-specific products in Uzbekistan demonstrated strong value growth of 16% in retail sales, reaching UZS109.2 billion. This growth occurred despite less favourable demographic dynamics compared to previous years, with the population reflecting moderate growth in 2025. Inflation remained relatively moderate, which, together with stable prices, supported consistent purchasing behaviour for essential baby products. Baby wipes remained the largest category in 2025, with retail v

In 2025, baby and child-specific products in Turkey demonstrated robust growth, with retail value sales reaching TRY11,778 million, reflecting a 39% increase over the previous year in current terms. This growth was notably higher than the real GDP growth rate of 3% and was despite or rather due to high inflation, which moderated to 35% in 2025. Nevertheless, continued volume growth also indicates growth was due to rising consumer demand, driven by increasing health awareness and the preference f

In 2025, baby and child-specific products in Australia experienced growth of 3% to reach AUD505 million, driven by highly informed and safety-conscious parents. These consumers prioritised premium, hypoallergenic, and dermatologically tested products, with a clear willingness to pay a premium for offerings addressing specific skin conditions such as eczema and sensitivity. This consumer behaviour was reinforced by regulatory scrutiny, notably the 2025 CHOICE SPF investigation and Therapeutic Go

Baby and child-specific products in Brazil recorded robust current value growth of 10% to reach retail sales of BRL8.2 billion in 2025. This performance stands out in the regional context of Latin America and contrasts with a broader deceleration in the beauty and personal care market, which was being influenced by macroeconomic challenges, such as high basic interest rates and significant household indebtedness affecting approximately 80 million people. Despite these economic headwinds, the cat

In 2025, baby and child-specific products in Portugal grew by 2% on the previous year to achieve a retail sales value of EUR113 million, reflecting continued value-led growth despite structural volume constraints from persistently low birth rates. The total population of Portugal was approximately 10.7 million in 2025, indicating a modest demographic base limiting category expansion. Consumer expenditure in Portugal is growing along with the median disposable income per household, which increa

In 2025, baby and child-specific products in Kenya demonstrated robust growth, with retail value sales reaching KES2.8 billion, reflecting a 8% increase from the previous year in current terms. This growth was supported by Kenya’s real GDP growth of 5% in 2025 and a steady inflation rate of 4%. The category's performance was also bolstered by Kenya's expanding population, which reached 57.5 million in 2025, underpinning a growing consumer base for these products.

In 2025, baby and child-specific products in South Korea demonstrated robust growth, with retail value reaching KRW672.8 billion, reflecting a 3% increase from the previous year. Performance in this area is strongly influenced by heightened parental concern for skin health and the demand for transparency. Growth is led by high-efficacy moisturisers and barrier-protection formulations targeting atopic and sensitive skin conditions in infants, which continue to dominate early-age skincare preferen

The baby and child-specific products space in the UK saw robust current value growth of 4%?to reach sales of GBP557 million in 2025, outperforming the previous year. This acceleration was largely underpinned by a combination of sharp price increases and a significant upswing in sun care product demand, as the UK experienced its warmest summer since 2018. With the overall population growing to 69.1 million in 2025, up from 68.7 million in 2024, the baby and child-specific products area benefitte

In 2025, the baby and child-specific products category in Germany achieved a retail value of EUR460 million, growing by 3% on 2024. This growth has been sustained despite a relatively stable total population of approximately 83.6 million, indicating that demographic expansion is not the key growth driver. Instead, value creation is propelled by premiumisation, as urban families with higher disposable incomes and later parenthood are able to prioritise safety, quality, and efficacy in products fo

Baby and child-specific products in the Philippines demonstrated a positive performance in 2025, with retail value sales reaching PHP15.2 billion, which reflects a 7% increase on the previous year. This trajectory aligns with the country’s economic environment, where consumer expenditure is forecast to increase steadily.

Baby and child-specific products in India recorded robust double-digit value growth in 2025, with sales increasing by 10% to reach INR73 billion. This performance was driven by rising disposable incomes, expanding urbanisation, and a growing population that reached 1.46 billion. Demand was particularly strong for everyday essentials, as parents showed a greater willingness to invest in premium products for infants and young children. Baby and child-specific toiletries formed the largest category

In 2025, baby and child-specific products in Thailand posted a robust current value increase of 7%, with sales reaching THB9.3 billion, driven by the continuing premiumisation trend, despite a further decline in the child population. This performance outpaced the volume growth of 5%, reflecting a shift to value-over-volume as parents invested more per child in science-backed, clinically-validated solutions. The national population is in slow decline, intensifying the need for brands to focus on

In 2025, baby and child-specific products in Mexico continued to grow, but the performance was fundamentally shaped by demographic and behavioural shifts. Despite a sustained decline in births, with Mexico’s population aged 0-11 continuing to decline, reaching 22.7 million in 2025, the value of baby and child-specific products rose to MXN14,028 million in retail value terms, marking a 4% increase in current terms compared to the previous year. This growth rate outpaced the underlying demographic

In 2025, baby and child-specific products in China delivered a robust performance, with retail value sales rising to CNY35,049 million, representing 8% year-on-year growth.

L’Oréal Groupe is the leading player in the global beauty and personal care industry. It is the number one company in the prestige, premium and mass segments, with its strongest growth currently coming in dermocosmetics, through its La Roche-Posay and CeraVe brands. L’Oréal Groupe also continues to make targeted acquisitions, including the recently announced takeovers of Kering’s beauty business as well as Medik8 and Color Wow.