Baby Powder Global Market Report 2024

Baby powder is a fine powder primarily composed of talc or corn starch, applied by sprinkling or rubbing on the skin to absorb moisture and alleviate chafing. This light powder aids in drying and smoothing the skin and is commonly used to prevent diaper rashes in infants.

The main types of baby powder products in the market are talc-based and talc-free. Talc-based products are utilized to prevent rashes and irritation around an infant's bottom and genitals. Talc-based baby powder incorporates talc as its primary ingredient, with talc being a mineral mined from underground deposits in clay. Known for its softness, talc is a key component in the production of various products, including cosmetics and baby powders. Baby powder is available through both online and offline channels and is commonly used for infants and toddlers.

The baby powder market research report is one of a series of new reports that provides baby powder market statistics, including global market size, regional shares, competitors with a baby powder market share, detailed baby powder market segments, market trends and opportunities, and any further data you may need to thrive in the baby powder industry. This baby powder market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The baby powder market size has grown strongly in recent years. It will grow from $1.44 billion in 2023 to $1.57 billion in 2024 at a compound annual growth rate (CAGR) of 8.7%. The growth observed during the historical period can be attributed to several factors, including an increase in birth rates, changing lifestyles, a heightened awareness of product safety, evolving health and wellness trends, and increased urbanization. These factors collectively contributed to the growth and demand for baby powder during the specified historical timeframe.

The baby powder market size is expected to see strong growth in the next few years. It will grow to $2.27 billion in 2028 at a compound annual growth rate (CAGR) of 9.8%. The anticipated growth in the forecast period can be attributed to the expansion of e-commerce, the rise of digital parenting platforms, an increasing population of working women, and a growing disposable income. Key trends expected during this period include the adoption of talc-free formulations, a focus on natural and organic ingredients, the popularity of hypoallergenic products, the emergence of customizable fragrances, and the use of medical-grade powders. These trends reflect significant considerations in the baby powder market as it adapts to evolving consumer preferences and market dynamics.

The escalating demand for baby hygiene products is playing a significant role in driving the growth of the baby powder market. Baby hygiene involves maintaining the cleanliness and well-being of a baby's skin and genitals. Baby powder, with its moisture-absorbing properties, contributes to preventing sweating and bacterial growth, addressing the need for increased personal hygiene and cleanliness for children, particularly in the context of the ongoing impact of the COVID-19 pandemic. For example, in the United States, where the average monthly cost of center-based care for an infant is $1,230, there is a heightened emphasis on maintaining hygiene, making baby powder a sought-after product in the market.

The rise in the number of nuclear families is anticipated to be a driving force behind the growth of the baby powder market. Nuclear families, consisting of a married or cohabiting couple and their dependent children, often find baby powder to be a common and essential product for maintaining their baby's hygiene, preventing diaper rash, and managing moisture. The increase in the number of nuclear families, as observed in statistics from Iceland, where there was a rise of 1,632 nuclear families in a year, contributes to the growing demand for baby powder.

To maintain a competitive edge in the market, major companies in the baby powder industry are focusing on product innovation, introducing items like Vivvi and Bloom. Vivvi and Bloom is a talc-free baby powder that incorporates nature-derived ingredients, such as cornstarch or arrowroot powder, making it suitable for babies. Launched by Johnson & Johnson in July 2022, Vivvi and Bloom includes a range of products, including a 2-in-1 body wash and shampoo, body lotion, and massage oil, catering to the diverse needs of parents seeking high-quality and innovative baby powder solutions.

In August 2021, MyGlamm, an Indian-based direct-to-consumer beauty brand and baby care products company, successfully completed the acquisition of BabyChakra for an undisclosed sum. This strategic move is part of MyGlamm's broader expansion strategy into the mother and baby care category, with a specific focus on leveraging and strengthening BabyChakra's established community of mothers. As a prominent online parenting platform and provider of baby powder, BabyChakra's acquisition aligns with MyGlamm's goal to diversify its product offerings and engage with a wider audience.

In October 2021, the Good Glamm Group, a leading India-based provider of beauty and personal care products, finalized the acquisition of The Moms Co. in a transaction valued at $64 million. This strategic acquisition is aimed at facilitating Good Glamm's entry into the competitive market of mom and infant care products. Beyond product expansion, the acquisition is expected to provide The Moms Co. with enhanced distribution channels and scalability, further strengthening its position in the industry. The Moms Co., known for its talc-free baby powder and other related products, complements Good Glamm's portfolio and aligns with its strategic objectives.

Major companies operating in the baby powder market include Johnson & Johnson, Pigeon Corporation, Prestige Brands Holdings Inc., Burt's Bees, Mothercare, PZ Cussons, Himalaya Drug Company Pvt Ltd., Sebapharma GmbH & Co. KG, Kimberly-Clark Corporation, Mee Mee, Chattem Inc., GLÜKi Organics, Beiersdorf AG, Church & Dwight Co. Inc., Goodbaby International Holdings Limited, Gerber Products Company, Naterra International Inc., Unilever PLC, Chicco, Artsana USA Inc., Jahwa, Bausch Health Companies Inc., Bathtime Kids, Libero, Lion Corporation, Mamaearth, Mann & Schröder GmbH, Dabur Ltd., Oriflame Cosmetics, Revlon

Asia-Pacific was the largest region in the baby powder market in 2023. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the baby powder market analysis report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East and Africa.

The countries covered in the baby powder market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA.

The baby powder market consists of sales of cornstarch-based baby powder. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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