The baby powder market is estimated to be valued at ~USD 1,107.0 million in 2024 and is anticipated to reach a valuation of ~USD 1,820.2 million by 2034. The adoption of baby powder is likely to advance at a CAGR of ~5.1% during the forecast period.
Shifting preference for organic ingredients in baby talc powder is creating major tailwinds in the market. On account of this, the overall sales in the market registered year-on-year growth of 5.2% in 2024.
In recent years, international organizations such as the International Agency for Research on Cancer (IARC) stated that the use of talc-based baby powder is harmful to babies. The chemicals cause fever, cough, and even increase carcinogens in the body.
Key companies are increasing the use of natural and plant-based ingredients such as corn starch, oat flour, and arrowroot starch as alternatives. The use of these ingredients in baby powder has no side-effects to the babies and contains larger particles.
On account of this, the demand for corn-starch based baby powder is expected to increase at a prolific rate over the forecast period.
| Attribute | Details |
|---|---|
| Actual Baby Powder Market Size (2023A) | USD 1,052.5 million |
| Estimated Baby Powder Market Size (2024E) | ~USD 1,107.0 million |
| Projected Baby Powder Market Valuation (2034F) | ~USD 1,820.2 million |
| Value-based CAGR (2024 to 2034) | ~5.1% |
| Collective Value Share: Top 5 Countries (2023A) | 55% to 65% |
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The sales of the global baby powder market grew at a CAGR of 4.6% between 2019 and 2023, and it is projected to grow at a CAGR of ~5.1% during the forecast period from 2024 to 2034.
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.
In May 2020, Johnson & Johnson announced that they stopped selling talc-based Johnson's baby powder in the USA and Canada, after recalling some bottles in 2019 and also stopped selling the product worldwide prior to 2023. Additionally, the government in Europe has prohibited talc and asbestos in cosmetics and healthcare products. Taking all of this into account, the demand for plant-based and organic alternatives in baby powder will increase demand in the market.
Are Baby Powder Producers Forging Powerful Alliances 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.
Is Talc-Based Baby Powder Putting Babies and Adults at Risk of Cancer?
Over the past few years, negative perceptions of talc-based baby powder have dampened the sales in the market. The use of talc and asbestos in talc-based baby powder has reduced the credibility of this powder among the baby’s parents.
As a result, multiple lawsuits have commenced against companies producing talc-based baby powder. In one of the notable cases, Johnson & Johnson faces over 61,000 suits alleging that talc is responsible for a variety of cancers. Many of the cases were consolidated before a federal judge in New Jersey. In addition, a USA court jury ordered Johnson & Johnson to pay USD 260 million to a baby powder user.
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.
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, especially baby powder and other skincare products.
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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 12.9% of the market share in the global baby powder market in 2023.
North America is expected to be the second-largest market for baby powder, accounting for more than 22% value share in 2023. The trend of increasing consumption of naturally made baby powder in the USA is expected to drive the market.
The growth of the baby powder market is supported by the penetration of e-commerce platforms along with the presence of leading players in the United States. Also, talc-based baby powder has been banned in the United States and Canada, according to the Centers for Disease Control and Prevention, surging demand for organic baby powder.
All these parameters provide a favorable environment for the expansion of the market in the United States boosting the demand for baby powder.
The United Kingdom 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 26.1% of demand share in 2023.
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 United Kingdom baby powder market in the future.
In terms of ingredient, 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.
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.
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The companies in this industry have invested in research & development, technology, collaboration and partnerships, and organic certification to cater to the increasing demand for naturally sourced raw materials in target products in the United States, Japan, India, China, Germany, Italy, France, and the United Kingdom.
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| Attribute | Details |
|---|---|
| Forecast Period | 2024 to 2034 |
| Historical Data Available for | 2019 to 2023 |
| Market Analysis | USD Million/million for Value |
| Key Countries Covered |
United States, Canada, Brazil, Mexico, Germany, UK, France, Spain, Italy, Russia, Benelux, South Africa, Northern Africa, GCC Countries, China, Japan, South Korea, India, Thailand, Malaysia, Indonesia, Australia, New Zealand, Others (as per request) |
| Key Segments Covered | Ingredient, Price, Nature, Sales Channel, Region |
| Key Companies Profiled | Forest Produce Ltd.; Artsana Group; Asahi Group Foods Ltd; The Burt's Bees; California Baby; Chattem; Inc.; GLÜKi Organics; Johnson & Johnson; Kimberly-Clark Corp; Libero; Lion Corporation; Mamaearth; Mann & Schröder GmbH; Mee Mee; Mothercare; Oriflame Holding AG; Osotspa Company Limited; Pigeon; Prestige Consumer Healthcare; Inc.; Procter & Gamble Co.; PZ Cussons; Others (As per Request) |
| Report Coverage | Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives |
| Customization & Pricing | Available upon Request |
The expected value of the global baby powder industry is estimated to be around ~USD 1,107.0 million in 2024.
The baby powder market is expected to record a CAGR of ~5.1% during the forecast period.
Europe holds significant revenue potential in the baby powder market.
The North America Baby Powder market is projected to grow at a 6.1% CAGR over the forecast period.
Baby powder sales in India are projected to experience a significant surge at a CAGR of ~5.1% over the next decade.
The baby powder market is forecast to surpass ~USD 1,800 million by 2034.
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Baby Powder Market
