The baby toiletries market is estimated to be valued at USD 11.1 billion in 2023. It is set to grow at 5.2% CAGR during the forecast period. The sales of baby toiletries are expected to surpass USD 18.5 billion by 2033. The market is driven by several factors, including the rising demand for baby toiletries products, the growing popularity of travel size baby toiletries, and the increasing awareness of baby hygiene.
| Baby Toiletries Market Value Projected year (2023) | USD 11.1 billion |
|---|---|
| Baby Toiletries Market Value Projected year (2033) | USD 18.5 billion |
| CAGR% (2023 to 2033) | 5.2% |
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The following are some of the key drivers of the baby toiletries market growth:
Increasing demand for baby toiletries products:
The demand for baby toiletries is increasing rapidly due to the growing awareness of baby hygiene. Parents are increasingly concerned about the health and well-being of their babies, which is driving the demand for baby toiletries such as baby shampoo, baby wipes, and baby bath toiletries. The growing awareness of baby hygiene is a major driver of the baby toiletries industry, as parents are increasingly looking for products that can help them maintain their babies' health and well-being.
Growing popularity of travel size baby toiletries:
The demand for travel size baby toiletries is increasing due to the rise in travel and tourism activities. These types of baby toiletries are convenient for parents who want to take care of their babies hygiene while on the go. The growing popularity of travel size baby toiletries is a major driver of the baby toiletries industry, as parents are increasingly looking for products that are convenient and easy to use while traveling.
Increasing focus on natural and organic baby toiletries:
There is a growing trend towards natural and organic baby toiletries. Parents are increasingly aware of the potential harm that chemicals in baby toiletries can cause to their babies' health and are therefore choosing natural and organic baby toiletries products. The trend towards natural and organic baby toiletries is expected to drive market growth, as parents are increasingly looking for products that are safe and healthy for their babies.
Innovative packaging solutions:
Baby toiletries manufacturers are increasingly using innovative packaging solutions to attract customers. For example, some manufacturers are using easy-to-use pump bottles for baby shampoo, while others are using cute and attractive packaging designs. The trend towards innovative packaging solutions is expected to drive market growth, as manufacturers are increasingly using packaging as a way to differentiate their products from competitors.
High adoption rate in developed countries:
The adoption rate of baby toiletries products is higher in developed countries due to the high awareness of baby hygiene and the availability of a wide range of baby toiletries products. The high adoption rate in developed countries is expected to continue, as parents in these countries are increasingly looking for products that can help them maintain their babies' health and well-being.
Increasing adoption in developing countries:
The adoption rate of baby toiletries products is increasing in developing countries due to the growing awareness of baby hygiene and the increasing disposable income of consumers. The increasing adoption rate in developing countries is expected to drive market growth, as manufacturers are increasingly targeting these markets with new and innovative products.
Principal Consultant
Future Market Insights predict a comparison and review analysis of the dynamics of the baby toiletries industry, which is principally subjected to an array of industry factors along with a few definite influences concerning baby hygiene viewpoints that support industry innovation.
Some new advances that have taken place in the market include the surge in the offering of herbal and natural baby care products, and advancements in branding and promotional activities to attract a higher number of consumers.
According to FMI analysis, the variation between the BPS values observed in the baby toiletries market in H1, 2022 - Outlook over H1, 2022 Projected reflects a surge of 50 units. However, compared to H1, 2021, the market is expected to decline by 55 BPS in H1 -2022.
Despite a decline in the infant population in recent years, the baby toiletries industry is expected to grow at a considerable rate over the forecast period. Baby toiletries are considered among the mandatory baby care products, and include baby shampoo, baby wipes, baby toothpaste, baby bath additives, and baby soaps.
| Market Statistics | Details |
|---|---|
| H1,2021 (A) | 5.0% |
| H1,2022 Projected (P) | 5.0% |
| H1,2022 Outlook (O) | 5.5% |
| BPS Change : H1,2022 (O) - H1,2022 (P) | (+) 50 ↑ |
| BPS Change : H1,2022 (O) - H1,2021 (A) | (-) 55 ↓ |
Key reasons for this change in growth rate are attributed to the slow uptake of the market during the first half of the forecast period, owed to the slow and steady adoption of newly offered products and less consumer awareness regarding such new products. in September 2019, Amyris, Inc. announced the launch of a new brand named Pipette, catering to baby personal care products and toiletries.
During the launch of this brand, the company introduced seven new products, including shampoo, lotion, oil, wipes, and balm for babies as well as belly butter and oil for both expecting and postpartum mothers.
Despite these prospects, some likely opportunities stay ahead for the industry, which includes an increasing population, and a rise in the adoption of eCommerce for selling products globally by various companies. Moreover, manufacturers are aiming at continuously innovating their existing products and eventually increasing the rate of the new product launched every year in the global baby toiletries industry.
The parents of today take the hygiene of their new-borns very seriously. They try their best to ensure the availability of a healthy and safe environment to nurture their children. Hence, they are very particular about the baby bath and shower products that they use. These factors have encouraged several key manufacturers of baby toiletries to introduce products with new features and specifications that cater to the demands of their target customers.
For instance, in 2018, Johnson & Johnson launched a new line of baby toiletries that contain a higher proportion of natural ingredients. In the same year, the company launched another set of baby toiletries featuring JOHNSON’S Active Kids Shiny Drops Shampoo and conditioner for growing healthy and nourished hair. In 2017, Khomba Baby Soap re-launched its line of baby toiletries that contain new herbal ingredients with new soothing fragrances in the baby toiletries segment.
Unilever plc, another major player in the baby toiletries industry, launched a new set of baby soaps for the North American market. The company has been aiming to introduce new products for two consecutive years for the global baby toiletries market.
Benzethonium chloride has large-scale applications in the production of baby toiletries such as baby wipes. However, even if a small amount is ingested by an infant, it is likely to cause vomiting, collapse, convulsions, coma, or, in certain cases, death.
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Baby shampoo remains the bestselling product type, with a market share of 44%. The baby shampoo segment is dominating the market and is expected to continue to do so during the forecast period. The segment's dominance can be attributed to the rising demand for baby shampoo products due to increasing awareness of baby hygiene. Parents are increasingly concerned about maintaining their babies' health and well-being, and baby shampoo is a crucial product in this regard. The segment is expected to grow at a CAGR of 5.0% from 2023 to the end of the forecast period in 2033.
The new-born segment is the largest end-user segment in the baby toiletries market. The segment's dominance can be attributed to the high birth rate and increasing disposable income of consumers. The new-born segment is expected to continue to dominate the market, with a CAGR of 3.9% from 2023 to the end of the forecast period. The segment's growth can be attributed to the increasing demand for baby toiletries products such as baby wipes, baby bath toiletries, and baby shampoo for new-born.
The Japan baby toiletries industry is expected to reach a market size of USD 1.8 Billion by the end of the forecast period, growing at a CAGR of 3.3% from 2023 to 2033. The dominance of the Japan market can be attributed to the increasing awareness of baby hygiene and the rising number of working parents. Major manufacturers in the region such as Kao Corporation and Unicharm Corporation are focusing on developing innovative and high-quality baby toiletries products to cater to the growing demand.
The United States baby toiletries industry is expected to reach a market size of USD 1.6 Billion by the end of the forecast period, growing at a CAGR of 3.0% from 2023 to 2033. The rapid growth of the United States market can be attributed to the growing demand for organic and natural baby care products due to rising awareness of the harmful effects of chemicals used in conventional baby care products. Major manufacturers in the region such as Johnson & Johnson and Procter & Gamble are investing in research and development to launch organic and natural baby care products to cater to the growing demand.
The China baby toiletries industry is expected to reach a market size of USD 1.9 Billion by the end of the forecast period, growing at a CAGR of 6.7% from 2023 to 2033. The growth of the China market can be attributed to the high birth rates and rising disposable income of consumers. Major manufacturers in the region such as Pigeon Corporation and Unicharm Corporation are expanding their product portfolios and distribution networks to cater to the growing demand for baby toiletries products.
The India baby toiletries industry is expected to reach a market size of USD 1.7 Billion by the end of the forecast period, growing at a CAGR of 6.7% from 2023 to 2033. The growth of the India market can be attributed to the rising preference for herbal and ayurvedic baby care products due to rising awareness of the harmful effects of chemicals used in conventional baby care products. Major manufacturers in the region such as Himalaya Wellness and Dabur India are launching herbal and ayurvedic baby care products to cater to the growing demand.
The South Africa baby toiletries industry is expected to reach a market size of USD 1.4 Billion by the end of the forecast period, growing at a CAGR of 6.1% from 2023 to 2033. The growth of the South Africa market can be attributed to the growing demand for premium and customized baby care products due to rising disposable income and changing consumer preferences. Major manufacturers in the region such as Johnson & Johnson and Procter & Gamble are focusing on developing innovative and high-quality baby toiletries products to cater to the growing demand.
The baby toiletries industry is highly competitive, with several established and emerging players competing to gain a larger market share. The market players are constantly innovating their products and expanding their distribution channels to cater to the growing demand for baby toiletries across the globe. The competitive landscape of the baby toiletries industry can be classified into three categories:
The key players in the baby toiletries industry are Procter & Gamble, Johnson & Johnson, Unilever, and Kimberly-Clark Corporation. These companies have a strong presence in the global market, with a wide range of products catering to various segments of the market. The emerging players in the baby toiletries industry are focusing on product innovation and differentiation to gain a competitive advantage. These players include Earth Mama Organics, Himalaya Wellness, Beiersdorf AG, and Mustela.
Private label brands are becoming increasingly popular in the baby toiletries industry due to their affordability and easy availability. Some of the prominent private label brands in the market include Amazon Elements, Walmart, and Target.
The key players in the baby toiletries industry are focusing on product innovation and expanding their distribution channels to maintain their market position. They are also adopting strategies such as partnerships, mergers, and acquisitions to expand their market presence. Emerging players in the market are focusing on developing natural and organic products to cater to the growing demand for eco-friendly and safe baby toiletries.
Private label brands are focusing on offering affordable and high-quality products to gain a larger market share. Overall, the competitive landscape of the baby toiletries market is expected to remain highly competitive over the forecast period, with companies focusing on product innovation, differentiation, and expansion to gain a competitive advantage.
For instance, in 2018 Mother Sparsh launched 98% water-based baby wipes, one of the main types of baby toiletries for the Indian market. Liquid soaps are one such product that has been gaining traction amongst its target segments.
In the same year, Kimberly-Clark announced the launch of several new and improved versions of baby toiletries, such as baby wipes and baby soaps, under its famous brand Huggies. Launching new products in the global market is one of the key strategies adopted by the key manufacturers of baby toiletries to be competitive in the market.
The global baby toiletries industry is witnessing an upward trend due to the increasing population and the adoption of eCommerce as a selling platform by various companies in this industry. FMI analysts note the rise of the online sales channel and increasing product portfolios of market players through new product launches. eCommerce platforms play a significant role in promoting and ensuring the easy availability of baby toiletries products for the target customers.
The market is estimated to be valued at USD 11.1 billion in 2023.
The growth potential of the market is 5.2% through 2033.
India and China dominate the Asian market.
Artsana S.p.A. California Baby, Unilever group (Dove), and Beiersdorf, Inc. are the top players.
Baby shampoo is widely preferred in the product type category.
1. Executive Summary 2. Market Overview 3. Market Background 4. Global Market Analysis 2017 to 2022 and Forecast, 2023 to 2033 5. Global Market Analysis 2017 to 2022 and Forecast 2023 to 2033, By Product Type 5.1. Baby Bath Additives 5.2. Baby Shampoo 5.3. Baby Soaps 5.4. Baby Wipes 5.5. Toothpaste 6. Global Market Analysis 2017 to 2022 and Forecast 2023 to 2033, By Sales Channel 6.1. Convenience Store 6.2. Distributors/Wholesalers 6.3. Hypermarket/Supermarket 6.4. Online Retail 6.5. Specialty Store 7. Global Market Analysis 2017 to 2022 and Forecast 2023 to 2033, By End User 7.1. Infant 7.2. Newborn 7.3. Toddlers 8. Global Market Analysis 2017 to 2022 and Forecast 2023 to 2033, By Region 8.1. North America 8.2. Latin America 8.3. Europe 8.4. Asia Pacific Excluding Japan 8.5. Japan 8.6. Middle East and Africa 9. North America Market Analysis 2017 to 2022 and Forecast 2023 to 2033, By Country 10. Latin America Market Analysis 2017 to 2022 and Forecast 2023 to 2033, By Country 11. Europe Market Analysis 2017 to 2022 and Forecast 2023 to 2033, By Country 12. Asia Pacific Excluding Japan Market Analysis 2017 to 2022 and Forecast 2023 to 2033, By Country 13. Japan Market Analysis 2017 to 2022 and Forecast 2023 to 2033, By Country 14. Middle East and Africa Market Analysis 2017 to 2022 and Forecast 2023 to 2033, By Country 15. Key Countries Market Analysis 16. Market Structure Analysis 17. Competition Analysis 17.1. Procter & Gamble Co. 17.2. Unilever plc 17.3. Johnson & Johnson Inc. 17.4. Colgate-Palmolive Company 17.5. Kimberly-Clark Corporation 17.6. Beiersdorf AG 17.7. Artsana S.p.A. 17.8. California Baby 17.9. Galderma Laboratories L.P. 17.10. Dr. Fischer Ltd 17.11. Expanscience Laboratories 17.12. Weleda Inc 17.13. DCS Group Ltd 17.14. Premier Care Industries 17.15. Premier English Manufacturing Ltd 18. Assumptions & Acronyms Used 19. Research Methodology
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Baby Toiletries Market
