Europe Baby Care Products Market Size, Share, Opportunities, And Trends By Type (Baby Food (Dried Baby Food, Milk Formula, Prepared Baby Food, Others), Body Care (Skin and Hair Care, Toiletries, Others), Safety and Convenience (Prams and Strollers, Car Seat)), By Distribution Channel (Online, Offline (Hypermarket/Supermarket, Pharmacies, Others)), And By Country – Forecasts From 2025 To 2030

Europe Baby Care Products Market Size:

The European Baby Care Products Market is estimated to attain a market size of USD 36.113 billion by 2030, growing at a 2.70% CAGR from USD 31.606 billion in 2025.

Europe Baby Care Products Market Introduction:

Baby products are commodities developed for infants and children under the age of three. Baby products are designed to be gentle and non-irritating, with ingredients chosen precisely for these qualities. The popularity of baby body care products is growing due to rising concerns about baby skin issues such as skin irritation, redness, and diaper rashes.

Furthermore, as a result of the growing trend toward natural and eco-friendly products, companies in the European region are developing products that are safe and organic in nature, driving demand for eco-friendly baby products and propelling the growth of the baby body care market in this region. The improvements in disposable income, followed by the introduction of effective projects such as the “European Standards of Care for Newborn Health,” are a few factors that emphasize on the baby care products, thus driving the growth of the European baby care products market over the projected period.

The market is driven by the increased parents' awareness of the health risks associated with synthetic and chemical-based baby products, coupled with parents shifting towards organic and natural baby care products, which are free from BPA in products like diapers and wipes. Further, the growing middle-class families, followed by the increase in disposable incomes, are driving the region’s baby care products industry due to a rise in expenditure on baby skincare, toiletries, and baby food products. For instance, the disposable income in Poland was reported to an increased from 577,441 million of domestic currency in quarter 3 of 2024 to 614,351 million of domestic currency in quarter 4 of 2024 as per the European Central Bank data.

Additionally, the growing awareness of sustainability is also contributing to the growth of the eco-friendly and organic baby care products in the country, leading to an increase in companies offering new sustainable products in the European market, which will also promote the market expansion. For instance, in July 2024, Soft N Dry Diapers Corp. launched its innovative Tree Free disposable baby diapers in European markets. It started with offering capacity for sales and distribution in Germany, France, and the United Kingdom. The company ensures compliance of its product with the EU Deforestation-Free Regulation (EUDR) era, assuring that disposable baby diapers do not cause deforestation and degrade the climate in the region. Moreover, this regulation mandates diaper manufacturers to utilize tree fiber to comply with the rules from January 2025.

Moreover, with the rise in e-commerce platforms and the rise in dual working households, with the increase in online shopping among parents in Europe, companies are improving their digital marketing and omnichannel strategies in the region to align with this shifting trend.

Europe Baby Care Products Market Overview:

The landscape of baby-care products in Europe is determined by consumer safety as a priority, regulatory oversight, and changing consumer preferences. The European Chemicals Agency (ECHA) in November 2023 identified child care products, including car seats, bibs, and changing mats, as containing hazardous substances, including carcinogens, phthalates, and others. Hence, they started policy discussions for a comprehensive restriction on certain chemicals in baby care products to better protect babies.

In addition to addressing chemical hazards, baby care products are subject to scrutiny for structural and design safety. In 2025, an EU-led inspection of 89 toys, e.g., swings, climbing frames, etc., found that only 17% inspected complied with safety standards, highlighting ongoing design flaws, including children falling, children becoming entrapped, or children choking. A similar market surveillance on baby strollers (CASP2022) reported that 60% products failed to meet applicable EU standards for structural soundness and description/labelling. In a market surveillance study on reclined cradles and baby swings conducted in 2021, inspectors found that nearly half of the products were not in compliance regarding mechanical integrity, while compliance regarding consistency of labelling and warnings was poor too.

According to official 2023 trade data from the World Bank’s WITS-Comtrade portal, European countries imported over US$1.33 billion worth of knitted cotton baby garments, totalling more than 58 million kilograms. Major importers included Germany, France, the UK, and Spain. This import flow reflects strong consumer demand for baby clothing and signals an active retail and distribution ecosystem across Europe. From a market perspective, such high-volume imports indicate continued reliance on global sourcing (mainly from Asia) and highlight opportunities for brands, suppliers, and retailers to tap into this steady, regulated, and growing segment within the baby care market.

In practice, this means that parents are exposed to products that do not meet EU safety or labeling compliance, either from chemical contamination or fault in the way it is made. This said, regulators are increasing inspections, new legislation is tightening accountability, particularly in the e?commerce channel, and new standardisation continues to distinctly fill the need to fix compliance loopholes for the product categories not yet under the review of regulators. For smart brands to differentiate themselves, certified, traceable, and documented goods will be crucial, complying with official guidelines, including import controls.

All these low compliance rates represent real safety gaps in the market. Most of these activity toys were sold online, and the pass rate in their case was even lower (8% online vs. 37% in-store). For the baby-care product market, it shows regulators are taking it seriously, and that means brands that have safe products that are certified can differentiate, while non-compliant products could face recalls or bans. There is a strong incentive for manufacturers and retailers to commit to strong safety testing and ensure the CE marking used is for real products.

Europe Baby Care Products Market Drivers:

• Factors such as a sustainable environment and plastic-free products are propelling the growth of the UK’s baby care products market.

For instance, Plastic-containing wet wipes are becoming "islands" across the UK after being flushed, with rivers changing shape as the goods accumulate on their banks. A Labour MP has suggested a new rule that would prohibit the use of plastic in wet wipes in November 2021. Fleur Anderson initiated a campaign to outlaw the manufacture and sale of any wet wipes that include plastic, alleging they are responsible for 93 percent of clogs in UK sewers and are leading to an "ecological disaster. These initiatives have accelerated the rise of companies that market environmentally friendly items.

• Increasing concerns for infant formula and baby food filled with nutritional components are driving Europe’s baby care products market towards growth.

Providing nutritional compositions is an efficient factor for infants, and infant formula acts as a substitute for breast milk by providing the infant with the same additional components that are present in breast milk. In this regard, the growing demand for infant formula and baby food is are factor driving the growth of this particular market. Baby food and infant formula are filled with nutritional components such as proteins, carbohydrates, minerals, vitamins, as well as prebiotics, which are available in liquid and powder forms. Baby food and infant formula are known to be drivers for promoting health, preventing allergies, enhancing cognitive development, and increasing gastrointestinal immunity and health of babies.

• Expansion of e-commerce and cross-border online shopping

One of the most significant contributing factors to growth across Europe’s baby-care market is the rapid acceleration of e-commerce and cross-border online shopping, most notably in countries like Poland. Internet access is already ubiquitous among Polish households and is almost universal among families with children. Parents in Poland are now using online retailers to purchase all their baby-supply needs from diapers and pushchairs to skin care and feeding supplies. According to national e-commerce statistics, the number of online purchases in Poland has been growing steadily at about 5.0% every year from 2020 and 2023, and the average shopping cart is estimated to have gone from €54 in 2020 to close to €70 by 2023. This is not solely a convenience but has also resulted in parents accessing a broader range of products, the ability to compare pricing, and increased overall confidence in these online platforms for both Polish and foreign brands.

Poland is also witnessing changes to its role in the larger EU-wide e-commerce ecosystem. In recent years, the EU has made it more difficult to poach EU customers with products from platforms that do not charge VAT. For example, customs rules have been amended in the EU, and all low-value parcels (less than €150) must now be pre-declared, even those imported into Poland from non-EU countries. Additionally, the EU has proposed starting in 2025 that all parcels are to incur an automatic handling charge to fund customs enforcement and to mandate that all products, including baby-care items, comply with European safety standards before use. 

This is immensely relevant for Polish families whose online purchases often include an order from international sellers. These various policies result in safer products and a more level playing field for both new domestic and EU-based baby care brands. In parallel, Poland’s leading online marketplace, Allegro, has seen increased demand for CE-marked and safety-certified products. Sellers that emphasise compliance and product transparency are gaining traction. Another major factor is the increase in mobile commerce. Polish consumers are increasingly shopping from their phones, making it easier than ever for parents to research, compare, and buy child-focused brands on the go. In this context, brands that have transparent listings, verified safety claims, and quick, traceable delivery are at an advantage.

The growth in low-value parcel imports into the EU (from 1.5 billion orders in 2022 to 4.6 billion in 2024) had a direct impact on the European baby care market. A significant proportion of these parcels contain baby products (e.g., diapers, wipes, skincare, toys, and feeding products) purchased directly from online sellers outside the EU by parents. With parents increasingly turning to online shopping (leading to the adoption of baby care exporting), the baby care supply chain is becoming a digital/international enterprise for all types of baby supplies. The ease of ordering sustainable, quality baby supplies internationally raises concerns about safety and compliance because many of these imports do not go through the in-store inspection process. In response, the European Commission is tightening customs regulations; all parcels will require pre-declaration, and regardless of value, the EC is proposing that parcels reach new handling fees to cover lost revenue. Compliant and CE-certified baby care brands with a presence within the EU should gain against unregistered imported products. Mall buyers trust products that are marketed as sustainable and /or traceable, with standards aligned to regulation and compliance. The new changes now provide e-commerce opportunities for a safe and transparent customer base in the European baby care market.

Europe Baby Care Products Market Geographical Outlook:

• The Polish market is expected to hold a considerable market share

Based on country, the European baby care products market is segmented into Germany, the United Kingdom, France, Poland, and others. A greater awareness of infant cleanliness, rising disposable incomes, and the expanding impact of Western parenting patterns are all contributing to the strong growth of the Polish baby care goods industry. More Polish parents are concerned about their children's health and are prioritizing high-quality, safe, and dermatologist-tested products. Due to this trend, there is now a greater need for natural and organic baby care products, such as toiletries, skincare products, baby wipes, and diapers. Poland's birth rate is currently at 8.4 per 1,000 persons, which is expected to increase further due to various government initiatives that are also driving this market.

E-commerce platforms are also essential because they make a large variety of local and international brands more accessible to consumers in urban and semi-urban locations. By introducing cutting-edge items catered to regional tastes and using digital marketing techniques to reach tech-savvy parents, multinational corporations are still making investments in the Polish market. According to the Ministry of Economic Development and Technology Poland the most popular goods purchased online are clothing, and accessories (79%), footwear (66%), cosmetics and perfumes (65%), books, CDs, films (57%), pharmaceuticals (55%), household appliances (52%), sportswear (50%) as of report “E-commerce in Poland 2022” data. This shows the high demand for daily use goods in Poland, like baby care products. Furthermore, parents are being encouraged to spend more per child due to demographic changes like delayed parenting and smaller families, which is helping to premiumize the baby care market.

Consumer confidence is being further increased by Polish regulatory frameworks that are in line with EU standards and encourage firms to maintain excellent product quality and safety. All things considered, the Polish market for baby care products will rise steadily due to changing consumer habits, a robust retail sector, and the growing demand for eco-friendly and wellness-focused infant care products.

Europe Baby Care Products Market Key Developments:

Companies are indulging in extensive research and development strategies for baby care products in order to launch innovative as well as effective product variants with improved taste, such as natural and organic ones.  For example,

• In 2024, Nestlé R&D teams have developed a way to reduce the fat present in milk powder by up to 60%, without compromising on quality, taste, and creamy texture.

Europe Baby Care Products Market Companies:

• Procter & Gamble
• Johnson & Johnson
• Pigeon Corporation
• Nestle
• Abbott

Europe Baby Care Products Market Scope:

Segmentation

• By Type
  • Baby Food
    • Dried Baby Food
    • Milk Formula
    • Prepared Baby Food
    • Others
  • Body Care
    • Skin and Hair Care
    • Toiletries
    • Others
  • Safety and Convenience
    • Prams and Strollers
    • Car Seat
• By Distribution Channel
  • Online
  • Offline
    • Hypermarket/ Supermarket
    • Pharmacies
    • Others
• By Country
  • Germany
  • United Kingdom
  • France
  • Poland
  • Others

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1. Executive Summary

2. Market Snapshot

2.1. Market Overview

2.2. Market Definition

2.3. Scope of the Study

2.4. Market Segmentation

3. Business Landscape

3.1. Market Drivers

3.2. Market Restraints

3.3. Market Opportunities 

3.4. Porter’s Five Forces Analysis

3.5. Industry Value Chain Analysis

3.6. Policies and Regulations 

3.7. Strategic Recommendations 

4. Technological Outlook 

5. Europe Baby Care Products Market By Type (2020-2030)

5.1. Introduction

5.2. Baby Food

5.2.1. Dried Baby Food

5.2.2. Milk Formula

5.2.3.  Prepared Baby Food

5.2.4. Others

5.3. Body Care

5.3.1. Skin and Hair Care 

5.3.2. Toiletries

5.3.3. Others

5.4. Safety and Convenience

5.4.1. Prams and Strollers

5.4.2. Car Seat

6. Europe Baby Care Products Market By Distribution Channel (2020-2030)

6.1. Introduction 

6.2. Online

6.3. Offline

6.3.1. Hypermarket/ Supermarket

6.3.2. Pharmacies

6.3.3. Others

7. Europe Baby Care Products Market By Country (2020-2030)

7.1. Introduction

7.2. Germany

7.2.1. By Type

7.2.2. By Distribution Channel

7.3. United Kingdom

7.3.1. By Type

7.3.2. By Distribution Channel

7.4. France

7.4.1. By Type

7.4.2. By Distribution Channel

7.5. Poland

7.5.1. By Type

7.5.2. By Distribution Channel

7.6. Others

7.6.1. By Type

7.6.2. By Distribution Channel

8. Competitive Environment and Analysis

8.1. Major Players and Strategy Analysis

8.2. Market Share Analysis

8.3. Mergers, Acquisitions, Agreements, and Collaborations

8.4. Competitive Dashboard

9. Company Profiles

9.1. Procter & Gamble

9.2. Johnson & Johnson

9.3. Pigeon Corporation

9.4. Nestle

9.5. Abbott

9.6. Unilever

9.7. Kimberly-Clark

9.8. HiPP

9.9. Newell Brands

9.10. Bugaboo International B.V.

9.11. Soft N Dry Diapers Corp.

9.12. Danone

10. Research Methodology

Procter & Gamble

Johnson & Johnson

Pigeon Corporation

Nestle

Abbott

Unilever

Kimberly-Clark

HiPP

Newell Brands

Bugaboo International B.V.

Soft N Dry Diapers Corp.

Danone