Baby Care Products Market Size, Share & COVID-19 Impact Analysis, By Product Type (Cosmetics & Toiletries, Baby Food, Baby Safety & Convenience, and Others), By End-user (Infants and Toddlers), By Sales Channel (Online and Offline), and by Regional Forecast, 2022-2029

The global baby care products market size was valued at USD 204.75 billion in 2021. The market is projected to grow from USD 215.13 billion in 2022 to USD 331.92 billion by 2029, exhibiting a CAGR of 6.40% during the forecast period. The global COVID-19 pandemic has been unprecedented and staggering, with baby care products experiencing higher-than-anticipated demand across all regions compared to pre-pandemic levels. Based on our analysis, the global market exhibited a growth of 4.21% in 2020 as compared to 2019. 

Baby care products include baby oil, baby shampoo, baby powder, diapers, baby wipes, baby seat and safety products, baby food, baby apparel, and baby toys that are a basic requirement for babies. The increasing number of newborn babies yearly is a crucial factor boosting the market growth. The rising demand for baby care kits in developed and developing countries worldwide to ensure healthy babies contributed to the market growth in 2021.

Growing demand for high-quality diapers, baby foods, and cosmetics that do not harm the baby's skin is driving market growth. Rising demand for organic and gluten-free infant feeding products is creating newer market growth prospects worldwide. Parents need to buy baby skin care products made of organic and eco-friendly materials to avoid skin irritation due to chemicals, driving the growth of the market.

 An increasing number of working mothers also impacted the sales of baby care kits in 2021. According to the data published by International Labor Organization, a United Nations Agency, the total female workforce increased compared to past years in 2021. The current global labor force participation rate for women is 53% and for men is 47%, increasing mothers' dependency on instant baby products, thus increasing sales of baby care kits/products.

COVID-19 IMPACT

Closure of Supermarkets During COVID-19 Pandemic Threatened the Growth of Market

The closure of supermarkets and hypermarkets amid COVID-19 due to global lockdown restrictions impacted product demand. Bottlenecks in the personal care industry's supply chain, international trade restrictions, and the closure of manufacturing facilities significantly lowered the product manufacturing and consumption rate globally. The global pandemic has resulted in fewer birth rates, negatively impacting product sales. Major brands such as Johnsons & Johnsons, Procter & Gamble, and Kimberley Clark experienced increased manufacturing costs during the pandemic, affecting product sales in 2020.

LATEST TRENDS

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Increasing Adoption of Organic and Natural Baby Care Products to Act as an Opportunity for Market Progression

Organic and natural baby care items are made of safe ingredients that cause no damage to the skin with zero to no side effects. Baby skin is far more fragile and delicate than older kids or adults. Over the past few years, several diaper brands have emerged to raise awareness of cotton diapers' natural and organic advantages by introducing new products containing organic ingredients. For Instance: In October 2021, Godrej Consumer Products Ltd, an India-based company, launched Goodnessme, a premium range of baby care kits made from organic ingredients for sensitive skin in babies and infants. Parents prefer organic products as they have no chemicals or preservatives for the baby's delicate skin and hair.

Companies such as Nestle, Pediasure, and DANONE include natural ingredients such as vitamins E, A, D, and C, and spinach to maintain the organic natural nutrient value, propelling the demand for organic products. Parents prefer to buy safe and high-quality products for babies, and the new variation of organic and non-chemical baby products is a huge growth opportunity for manufacturers and retailers.

DRIVING FACTORS

Growing Innovation in Baby Care Products is Driving the Market Growth

Growing innovation in different baby foods that include unique blends of fat and proteins is designed to promote babies' brain development, driving market growth. Increasing high-quality infant food products among consumers that provide the required nutrition for babies is crucial in accelerating market growth. For instance, in March 2021, Danone, a France-based company, launched formula milk which will be sold in pre-measured tab format in the U.K. The new formula milk tabs dissolve easily, making it simple and convenient for mothers to feed babies.

RESTRAINING FACTORS

Use of Chemicals in Baby Products to Hamper Product Sales

Product recalls are recovering a defective or potentially unsafe product from consumers. The manufacturer or government can request recalls after discovering safety issues with the product. Product recalls in the baby care segment can hamper manufacturers' brand reputation, affecting the consumer base and sales. For instance, in August 2022, Johnson & Johnson, a U.S.-based brand, announced that it would discontinue selling talc-based baby powder worldwide. The company was facing several lawsuits for using a harmful chemical called “Asbestos” in its talc-based baby powder leading to several health issues, including ovarian cancer, which hampered the brand's reputation.

SEGMENTATION

By Product Type Analysis

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Rising Consumer Concern for Safety to Trigger the Demand for Baby Cosmetics & Toiletries Segment

Based on product type, the market is divided into cosmetics & toiletries, baby food, baby safety & convenience, and others. Cosmetics & toiletries segment dominates the market. The most popular products include baby shampoos, conditioners, soaps, and wipes as they are frequently used on an infant's skin. In addition to providing benefits such as rapid hydration and rejuvenated skin, these products are simple to use and offer an efficient way to deal with problems such as dryness, infections, and diaper rashes. The increase in the number of young parents concerned over the safety and convenience of babies is one of the major factors propelling the demand for cosmetic & toiletries.

Baby food is the fastest-growing segment in terms of product and is designed for different age groups according to the nutrition requirement. Increased consumer spending on good quality baby food products that cater to the nutritional needs of babies surged the demand for baby food in 2021.

By End-user Analysis

Significant Consumer Demand for Infant Care Purpose Products Results in Infants Segment to Dominate Market 

By end-user, the market is categorized into infants and toddlers.

The infants segment is estimated to be the fastest-growing segment over the forecast period as parents think that infants could easily get exposed to bacteria and other dangerous viruses that could negatively affect their health and skin. Baby care kits help to protect babies from all kinds of infections, thus boosting the product demand, particularly for infants. The growing demand for sustainable and premium infant products accelerated the market growth in 2021.

By Sales Channel Analysis

Growing Number of Baby Care Product Stores is Boosting Sales from Offline Channels

By sales channel, the market is categorized into offline and online.

The offline segment is the dominating distribution channel in the market due to rise in supermarkets, hypermarkets and specialty stores in various regions at multiple locations, which encouraged the offline sales value in 2021. Parents are concerned over the health and safety of their babies, which leads to checking details, trying, and selecting the product carefully before purchasing.

The online segment is also expected to witness significant growth in the coming years, particularly due to the rise of various e-commerce platforms such as Amazon and Flipkart that sell multiple brands of baby products for parents. Easy availability of products to choose from, detailed information about the product, and home delivery services are some factors accelerating online sales for baby products in the forecast period.

REGIONAL INSIGHTS

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Based on geography, the global market is studied across North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Asia Pacific emerged as the largest market for baby care products. The Asia Pacific market is growing as the population of Asian countries is increasing rapidly at a high rate. The topmost populated countries are China and India, which are expected to boost the market. According to UNICEF, the top two countries with the highest birth rates in 2021 were India and China, which significantly impacted the baby care products market growth. Increasing urbanization and rising consumer spending have contributed to this remarkable market development in 2021.

North America is the second fastest-growing region for the market, particularly due to the high adoption of baby care kits, including strollers, car seats, baby monitors, and safety gates. Most parents in the U.S. focus on products that cater to the nutritional needs of their babies. Products with improved infant formulas and easy-to-digest baby foods that are safe to consume and are FDA-approved have higher demand in the U.S.

Europe is considered a lucrative market for baby products due to the growing number of well-informed parents for baby care in countries such as Germany, Italy, the U.K., and France. Due to strong demand, sales of baby care products from major companies, including Kimberly Clark grew in European countries amidst COVID-19. Increasing preference for low-sugar baby foods to foster healthy eating habits in infants and children is boosting the market growth in the region.

In South America, the growing disposable income of the middle-class population tends to increase the demand for baby care products. The increase in income level accelerates the demand for baby products.

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The Middle East & Africa region is expected to witness high demand in the forecast period. The rise in birth rate in South Africa, the UAE, Saudi Arabia, and other Middle East & Africa countries, with increasing awareness about hygiene and the health of babies, is fueling the market.

KEY INDUSTRY PLAYERS

Geographical Expansion and Acquisition are the Key Strategies Fueling Market Growth

High focus on collaboration and acquisition with other baby care companies is the key factor enabling key players to address new market trends and gain a competitive edge in the baby care products market share. For instance, in April 2022, ITC, an India-based brand, announced the acquisition of a 10% stake in Blupin Technologies Pvt. Ltd that owns the direct-to-consumer mother and baby platform Mylo. With this acquisition, ITC wants to expand its presence in the baby care D2C market.

Product differentiation will be a key factor driving product sales and impacting market dynamics throughout the forecast period. Increasing demand for baby care products in developed and developing economies across the globe is boosting the market growth. Major baby care market players focus on growth strategies such as new product development for babies and product advertising to grow their consumer base.

LIST OF KEY COMPANIES PROFILED:

• Johnson & Johnson (U.S.)


• Kimberly-Clark Corporation (U.S.)


• The Himalaya Drug Company (India)


• Procter & Gamble Company (P&G) (U.S.)


• Honasa Consumer Private Limited (Mamaearth) (India)


• Beiersdorf AG (Germany)


• Sebapharma GmbH & Co. KG (Germany)


• Nestlé S.A. (Switzerland)


• Unilever plc (U.K.)


• Essity AB (Sweden)

KEY INDUSTRY DEVELOPMENTS

• July 2022- Hindustan Unilever (HUL) launched a range of baby care items under its Dove brand to expand the presence of Johnson and Johnson in the global market.


• July 2022- Johnson & Johnson, a U.S.-based brand, launched a new skin and hair care brand for babies named "Vivvi & Bloom". The brand is launching shampoo, body lotion, and body massage oil for babies and toddlers. The brand launched the products to meet the increasing need of millennial parents for their little ones. The products will also be available on e-commerce platforms such as Amazon and Flipkart.


• April 2022- Sanosan Baby, a German premium skincare brand, launched the Sanosan Baby cleansing range in India, consisting of bath & shampoo, soap, and wash foam. The exclusive product range has been launched in India in collaboration with Glowderma, the company's Indian partner.


• October 2022- ITC, India-based brand, acquired 16% shares of Mother Sparsh, a direct-to-consumer company that focuses on mother and baby care segments.


• June 2021- Procter & Gamble announced the expansion of its research and development capabilities for its baby care portfolio with the launch of the Pampers' research facility at the P&G Singapore Innovation Center (SgIC).

REPORT COVERAGE

An Infographic Representation of Baby Care Products Market

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The research report analyzes the market in-depth and highlights crucial aspects such as prominent companies, product types, sales channels, and end-user areas. Besides this, the report provides insights into the market trends and highlights significant industry developments. In addition to the aspects mentioned earlier, the report encompasses several factors contributing to the market's growth in recent years.

Report Scope & Segmentation