Baby Oral Care Market Size, Share, and Industry Analysis, By Product (Toothbrush, Toothpaste, and Others), By Distribution Channel (Offline Stores and Online Stores/E-commerce), and Regional Forecast till 2032

The global baby oral care market is expected to grow significantly owing to increasing health awareness. Baby oral care refers to products that maintain the oral health of infants and toddlers, to prevent dental issues, and establish good hygiene habits.

The COVID-19 pandemic had a significant impact on the global market. The pandemic in 2020 led to lockdowns imposed by governments across countries, causing supply chain disruptions and manufacturing delays, especially in regions heavily reliant on imports. Moreover, lockdowns and fear of virus exposure led to delays or postponement of routine pediatric checkups.   

Baby Oral Care Market Driver

Increasing Number of New Born Babies and Growing Health Awareness to Propel Market Growth

The increasing number of babies worldwide, particularly in regions with high birth rates, propels the market growth. According to the United Nations Children's Fund (UNICEF), an agency of the United Nations (an international government organization), the number of newborn babies worldwide increased from 134 million in 2022 to 134.28 million in 2023.

Moreover, increasing health awareness regarding oral hygiene among individuals drives market growth. Parents across countries are increasingly becoming health conscious and aware of rising oral diseases among babies, thus boosting product demand. Additionally, the growing number of oral hygiene awareness by government agencies and pediatric associations worldwide fuels the market growth.

Baby Oral Care Market Restraint

Stringent Government Regulations and Increasing Availability of Counterfeit Products to Limit Market Growth

Baby oral care products must adhere to stringent safety standards and regulations, including the usage of harmful chemicals, ingredient restrictions, packaging requirements, and clinical testing standards. These regulations are designed to ensure the safety and efficacy of oral care products, increasing compliance costs for manufacturers and also restricting the entry of new companies, limiting market growth.

Furthermore, the rising availability of counterfeit products at low prices attracts budget-conscious consumers, negatively impacting the revenue of prominent industry participants. Moreover, these counterfeit products usually contain harmful chemicals, which can cause severe health issues to babies, negatively impacting the integrity of established players.

Baby Oral Care Market Opportunity

Growing Popularity of Natural Products to Offer Lucrative Growth Opportunities

The increasing environmental awareness among individuals and corporations increasingly focuses on sustainability as part of their corporate social responsibility, boosting the demand for natural or organic products. Moreover, rising awareness regarding the presence of harmful chemicals among parents and soaring health consciousness boosts the demand for natural products made using chemical-free materials.

Furthermore, various key market participants are launching sustainable and eco-friendly products to attract eco-conscious consumers. For instance, in December 2024, Dabur, an India-based consumer goods company, launched its new Dabur Herb'l Kids Toothpaste for children aged three and above. According to the company, the new product contains no artificial flavor and is free from various harmful chemicals, such as fluoride, parabens, peroxide, triclosan, and SLS.

Segmentation

Key Insights

The report covers the following key insights:

• Overview of the Global Baby Oral Care Market
• Supply Chain & Regulatory Analysis
• SWOT Analysis
• Porter's Five Forces Analysis
• Recent Industry Advancement

Analysis by Product

Based on product, the market is segmented into apparel, footwear, and accessories.

The toothpaste segment holds the largest market share due to wide product availability by established players and growing parental awareness regarding early oral hygiene. Furthermore, the increasing availability of non-toxic, fluoride-free, and organic toothpaste across countries fuels the segment growth.   

The toothbrush segment is expected to grow considerably throughout the forecast period owing to the increasing product availability with various features such as soft bristles, ergonomic handles, and colorful designs. Moreover, several key market players are launching new products to diversify their portfolios. For instance, in February 2022, BURST Oral Care, a U.S.-based oral care company, partnered with CoComelon, a popular kids show, to launch its new limited-edition BURSTkids Sonic Toothbrush for kids ages 2+.  

Analysis by Distribution Channel

Based on the distribution channel, the global baby oral care market is bifurcated into offline stores and online stores/e-commerce.

The offline stores segment holds the largest share of the global market owing to the strong offline retail presence and parents preferring to ensure product safety and quality before purchasing.

Furthermore, the online stores/e-commerce segment is anticipated to witness significant growth over the forecast period owing to providing 24/7 access to a wide product variety and rising availability of exclusive products and attractive discounts.

Regional Analysis

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Based on region, the global baby oral care market is divided into North America, Europe, South America, and the Middle East & Africa.

North America region led the global market in 2023 owing to the presence of several prominent market players across the U.S. and Canada, coupled with increased product and oral hygiene awareness among parents.

The Asia Pacific market is expected to grow significantly throughout the forecast period owing to rising population across China, India, Japan, and Australia coupled with rising disposable among middle-class population. Moreover, oral hygiene awareness campaigns and initiatives by various government agencies, pediatric associations, and prominent international players are expected to boost product demand throughout the forecast period.

Key Players Covered

• Procter & Gamble (U.S.)
• Unilever (U.K.)
• Colgate-Palmolive (U.S.)
• Dabur (India)
• Johnson & Johnson (U.S.)
• Church & Dwight (U.S.)
• FrezyDerm (U.K.)
• Himalaya Wellness Company (India)
• Dr. Fresh (U.S.)
• Prestige Consumer Healthcare Inc. (U.S.)

Key Industry Developments

• In September 2023, Himalaya Wellness Company, an India-based personal care & pharmaceutical company, launched its new toothpaste, Himalaya Kids, to foray into the kid's toothpaste market. According to the company, the new toothpaste is available in three flavors: Orange, Cool Mint, and Bubble Gum.
• In March 2022, Grin Natural, an Auckland, New Zealand-based oral care company, launched its three new Kids Oral Care solutions, including fluoride toothpaste gel, dental flossers, and a complete oral care starter pack.