The global baby powder market is poised for substantial expansion, increasing from USD 1,165.7 million in 2025 to USD 1,898.8 million by 2035. The market is expected to grow at a CAGR of 5.0% from 2025 to 2035.
During recent years the International Agency for Research on Cancer (IARC) determined that talc-based baby powder use results in harm to babies. The substances induce fever along with cough while simultaneously raising the body's carcinogen levels.
Major manufacturers are shifting their production toward natural plant-based alternatives which consist of corn starch, oat flour, and arrowroot starch. These ingredients used in baby powder present no adverse effects to babies while utilizing larger particulate matter. Research indicates that corn-starch-based baby powder will experience explosive market growth during the forecast period.
Global Baby Powder Industry Assessment
| Metric | Value |
|---|---|
| Industry Size (2025E) | USD 1,165.7 Million |
| Industry Value (2035F) | USD 1,898.8 Million |
| CAGR (2025 to 2035) | 5.0% |
Baby powder has established itself in the global personal care industry because of multiplying birth rates and improved awareness about child hygiene as well as evolving consumer preferences. Traditional talc-based powders dominate the market but consumers now prefer corn-starch-based and natural alternatives because they are avoiding potential health effects from talc materials.
Leading companies including Johnson & Johnson and Pigeon together with Burt's Bees deal with litigations and compliance issues about talc safety which results in modified products and new product developments. The consumer market seeks organic and hypoallergenic baby powders more and more especially within Europe and North America because parents favor products without chemicals.
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The below table presents the expected CAGR for the baby powder industry over semi-annual periods spanning from 2025 to 2035.
| Particular | Value CAGR |
|---|---|
| H1 2024 | 4.0% (2024 to 2034) |
| H2 2024 | 6.2% (2024 to 2034) |
| H1 2025 | 6.4% (2025 to 2035) |
| H2 2025 | 3.6% (2025 to 2035) |
The CAGR exhibits a fluctuating trend, initially increasing by 40 BPS from H1 2024 to H2 2024 indicating stronger growth momentum in the latter half. Further, a slight increase of 64 BPS in H1 2025 suggests temporary market stabilization or external growth.
Growth declines in H2 2025 with a 36 BPS decrease, reflecting renewed demand or industry expansion. This pattern suggests cyclical variations, with stronger growth in the second half of each period, possibly driven by evolving market conditions and strategic investments.
Baby Powder Producers Collaborating with E-Commerce Giants to Cultivate Unwavering Brand Devotion
Major players of baby powder across the globe are aiming to create brand awareness. Following the baby powder discontinuation of talc form in North America and Europe, key players in the market are launching a plant-based baby powder to re-establish their consumer base.
Subsequently, the rise of online platforms supported by the penetration of social media platforms is the major factor that helps achieve brand loyalty to key players by reaching out to the global audience.
Awareness about Good Health and Hygiene to Propel Demand for Organic Products
The growing demand for organic baby products with an increasing number of educated parents is looking for transparency in the target product. Consumers prefer products with fewer chemicals and preservatives due to increasing health safety concerns.
Ingredients such as kaolin clay, arrowroot powder, essential oils, and dried herbs are prominently used in organic baby powder products that are highly safe. According to Mintel’s research, ingredients quality (65%), value for money (50%), product performance (55%), and no additives (50%) are some of the major factors fueling the growth of organic baby care products,
Brand Switching by Consumers Owing to Safety Concerns
Emerging market players have significant opportunities in the market as consumers are likely to switch brands due to their child safety. Brand switching highly varies across the world positive word-of-mouth is considerably vital in the Asia Pacific, which is below average in the rest of the world.
It accounts for around 47% of the share in choosing a particular brand by customers. Moreover, medical reason is another prominent factor affecting brand switching, especially in developing countries. In the Middle East and Africa (MEA) (37%) and Latin America (39%), recommendation of products from a healthcare expert holds utmost importance.
MEA (31%) and Latin America (30%) exceed the global average for brand switching due to medical issues. Besides, the lower cost of baby care products is a primary factor for consumers to result in brand switching.
The sales of the global baby powder market grew at a CAGR of 3.4% between 2020 and 2024, and it is projected to grow at a CAGR of ~5.0% during the forecast period from 2025 to 2035. Growth in this market is attributed to the growing demand for baby care products that include plant-based components. Additionally, increased birth rates across the globe have amplified the demand for safe and organic baby care products.
Hence, key players in the global baby powder market are introducing plant-based ingredients in the products. The Centers for Disease Control and Prevention advised that the repeated inhalation of these baby powders, which are based on talc, might damage the lung health of the newborn. In this context, several renowned companies have stopped producing baby powders made from talc-based.
The pharmaceutical manufacturer Johnson & Johnson decided to discontinue the sales of their talc-based Johnson's baby powder in North America then followed by ending worldwide distribution by 2023. The European government directed its ban against both talc and asbestos regarding their presence in healthcare and cosmetic items. The market demand will rise because consumers choose plant-based along with organic alternatives for baby powder.
Three distinct market segments comprise the Baby Powder market according to company classification and market domination. The market landscape shows that Tier-1 companies seize nearly 40-50% of the total share while Johnson & Johnson and Kimberly-Clark Corp lead this group.
Courts and Kimberly-Clark Corp benefit from dedicated R&D departments together with large distribution networks and substantial manufacturing capabilities leading to their position as market leaders. The company has maintained its market leadership through its commitment to environmentally compliant high-performance sustainable products.
In Tier-2, mid-sized companies such as Lion Corporation and Mothercare account for 15-20% of the market. This group comprises businesses that achieve success through their specialized formula development and their innovative natural product lines and their strategic alliances with selective brands. Their strategy revolves around developing customized solutions for the rising market demand of eco-friendly mild products.
Market shares of specific and incoming businesses in Tier-3 amount to 25-30% thereby accounting for combined dominance of Mamaearth, Mee Mee, California Baby, The Burt's Bees, Artsana Group, and Forest Produce Ltd.
The market expansion strategy of these companies includes providing cost-effective innovative solutions that specifically meet region-specific requirements while targeting both developing markets and local consumer bases. The market competition is increasing as user demand for sulfate-free biodegradable products continues to grow.
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| Countries | CAGR (2025 to 2035) |
|---|---|
| USA | 3.3% |
| UK | 6.2% |
| Germany | 3.4% |
| Japan | 3.7% |
| GCC | 5.4% |
India is expected to dominate the market, the growing birth rate in the country has increased the adoption of baby care products. Besides increasing awareness regarding the benefits of organic ingredients will boost the demand for corn-starch baby powder.
The growing number of emerging players in India is collaborating with online platforms to enhance their brand presence. Penetration of social media platforms is also aiding the sales of baby powder. According to the study, South Asia accounted for over 13.2% of the market share in the global baby powder market in 2024.
North America is expected to be the second-largest market for baby powder, accounting for more than 22.4% value share in 2025. The trend of increasing consumption of naturally made baby powder in the USA is expected to drive the market.
The USA baby powder industry continues to grow because e-commerce continues expanding while major manufacturers remain active in the American market. Talc-based baby powder received a market ban in both the USA and Canada due to findings from the Centers for Disease Control and Prevention which increases the market need for organic baby powder.
The market expansion potential in the US receives support from these factors which increases the demand for baby powder.
The UK is expected to witness strong growth in the baby powder market, leading the growth in the region. Europe is the largest baby powder market, accounting for 25.9% of demand share in 2024.
Growth in the country is primarily attributed to the presence of leading brands of baby care products. To increase their revenues, key players are personalizing marketing strategies to align with consumer requirements. Besides this, increasing preference for natural-ingredients baby products is likely to improve the growth in the UK baby powder market in the future.
| Segment (Ingredient) | CAGR (2025 to 2035) |
|---|---|
| Talc-Based Baby Powder | 2.4% |
In terms of ingredients, talc-based baby powder was the leading segment during the historic period. However, with a growing preference for organic and plant-based products, the corn-starch-based baby powder segment will witness staggering growth over the anticipated period.
Corn starch as an ingredient is safer and organic than talc-based powder. Precedents for the use of talc powder increase carcinogens in the body fueling the demand in the corn-starch-based baby powder segment.
| Segment (Price) | CAGR (2025 to 2035) |
|---|---|
| Premium | 6.4% |
In terms of price, the premium price products segment is estimated to witness significant growth over the forecast period. Growth in the segment is attributed to the premiumization of baby powders associated with high safety and quality standards.
Subsequently, the availability of premium products on e-commerce platforms and online sales channels will improve the growth in the market.
In the highly competitive baby powder market, numerous prominent players compete for consumer attention and loyalty. Key manufacturers such as Johnson & Johnson and P&G's Pampers dominate the market due to their significant brand recognition and expansive global distribution networks.
Nevertheless, the increasing demand for natural and organic products created opportunities for niche companies like Burt's Bees, which highlight their eco-friendly formulations and commitment to transparency. Private-label brands by retailers like Walmart and Target offer affordable substitutes, attracting price-conscious consumers.
In the face of increased concerns over safety, new companies like Babyganics and Earth Mama attract customers with chemical-free, hypoallergenic products, which increases competition and encourages further innovation in the market.
The nationwide baby powder recall by Dynarex Corporation reached 42,000 bottles after the FDA discovered asbestos contamination through its routine sampling process last October 2024. The affected products entered the market through 35 US states together with online distribution. The company ordered consumers to stop utilizing the contaminated products right away and to request refund payments.
The USA Food and Drug Administration presented new testing standards in January 2025 to confirm the asbestos-free nature of talc-containing cosmetics. The project seeks to resolve consumer anxiety stemming from legal battles against multinational firms including Johnson & Johnson regarding claims that talc exposure leads to cancer development.
Talc-based and Corn-starch-based are the key segments driving market growth.
Price is segregated into include Mass and Premium categories.
The market spans across North America, Latin America, East Asia, South Asia & Pacific, Western Europe, Eastern Europe, and the Middle East & Africa.
The market is expected to grow at ~5.0% CAGR between 2025 and 2035.
The industry stood at USD 1,165.7 million in 2025.
The market is projected to reach USD 1,898.8 million by 2035.
South Asia is expected to grow at a 5.1% CAGR during the forecast period.
Major players include Forest Produce Ltd., Artsana Group, The Burt's Bees, California Baby, Johnson & Johnson, Kimberly-Clark Corp, Lion Corporation, Mamaearth, Mee Mee, and Mothercare among others.
| Estimated Industry Size (2025E) | USD 8.62 Billion |
| Projected Industry Value (2035F) | USD 39.07 Billion |
| Value-based CAGR (2025 to 2035) | 16.3% |
| Estimated Market Size (2023E) | USD 6.08 Billon |
|---|---|
| Projected Market Valuation (2033F) | USD 8.71 Billion |
| Value-based CAGR (2023 to 2033) | ~5% |
| Market Value (2022) | USD 3,244.9 Million |
|---|---|
| Market Forecast Value (2032) | USD 5,811.2 Million |
| CAGR (2022 to 2032) | 3.5% |
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