Baby Toiletries Global Market Report 2024

Baby toiletries are essential for maintaining baby hygiene and cleanliness, encompassing products designed for bathing, skin care, hair care, and nail care. Specially formulated to ensure proper care for delicate baby skin, hair, and overall well-being, these products aim to prevent skin damage and enhance the baby's appearance.

Key product types within the baby toiletries market include skin care products, diapers, hair care products, wipes, bathing products, and other items. Hair care products, specifically, are designed to clean the baby's scalp and/or facial hair through formulations that often contain anionic, non-ionic, or zwitterionic surfactants without harsh ingredients. Distribution channels for baby toiletries include hypermarkets, chemist and pharmacy stores, e-commerce platforms, and other distribution channels. The primary end-users for these products are newborns, infants, and toddlers. The market for baby toiletries addresses the specific needs of parents and caregivers in maintaining the hygiene and well-being of their little ones.

The baby toiletries market research report is one of a series of new reports that provides baby toiletries market statistics, including global market size, regional shares, competitors with a baby toiletries market share, detailed baby toiletries market segments, market trends and opportunities, and any further data you may need to thrive in the baby toiletries industry. This baby toiletries 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 toiletries market size has grown rapidly in recent years. It will grow from $32.27 billion in 2023 to $35.62 billion in 2024 at a compound annual growth rate (CAGR) of 10.4%. 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 toiletries during the specified historical timeframe.

The baby toiletries market size is expected to see rapid growth in the next few years. It will grow to $52.34 billion in 2028 at a compound annual growth rate (CAGR) of 10.1%. The anticipated growth in the forecast period can be attributed to overall economic growth, the expansion of e-commerce, a rising population of working women, and an increase in disposable income. Key trends expected during this period include the emergence of smart baby toiletries, products with multi-functionality, a focus on sustainability and eco-friendly packaging, the popularity of natural and organic products, and a trend towards personalized baby toiletries. These trends signify significant considerations in the baby toiletries market as it adapts to evolving consumer preferences and market dynamics.

The increasing awareness of various health-related issues is anticipated to drive the growth of the baby toiletries market in the foreseeable future. Babies often encounter health-related concerns, including skin dryness, eczema, bacterial and fungal infections, among others. To address and prevent such issues, a range of baby toiletry products such as shampoos, soaps, lotions, powders, diapers, diaper rash cream, wet wipes, cotton balls, hairbrushes, and nail clippers are utilized. In 2021, the American Academy of Pediatrics reported that 1 in 10 children suffers from eczema, emphasizing the significance of products designed to promote infant health. This growing awareness of health-related challenges contributes to the increased demand for baby toiletries.

The surge in single-parent households is poised to be a significant driver for the baby toiletries market. Single-parent households, where a sole adult, typically a mother or father, assumes the responsibilities of caregiving and provision for dependent children, rely on baby toiletries for maintaining their child's cleanliness and comfort. As of November 2022, the Census Bureau recorded 10.9 million one-parent family groups and 37.9 million one-person households. This rise in single-parent households underscores the sustained demand for baby toiletries, including items like baby shampoo, soap, lotion, and diapers.

Product innovation stands out as a noteworthy trend in the baby toiletries market, with major companies actively pursuing innovative solutions to enhance their market standing. A notable example is the collaboration between Glowderma, an India-based dermatology company, and Sanosan India. In April 2022, they jointly introduced the 'Sanosan Cleansing Range' for baby skincare in India. This range, enriched with natural ingredients like hydrolyzed milk protein and organic olive extract, highlights the industry's commitment to developing novel and effective products that cater to the specific needs of infant skin care.

Leading companies in the baby toiletries market are prioritizing product innovation to gain a competitive advantage, exemplified by offerings such as Goodnessme. Introduced by Godrej Consumer Products Limited (GCPL) in October 2021, Goodnessme encompasses a range of baby care products, including certified items such as baby lotion, baby oil, baby wash, and diaper rash cream. This product line is specifically designed for sensitive baby skin, formulated with organic ingredients and devoid of harmful toxins. Each component, from baby lotion providing a safe skin solution to baby oil protecting against rashes, redness, and minor cuts, and baby wash serving as a head-to-toe wash, to diaper rash cream for treating and preventing diaper rash, reflects the commitment to providing comprehensive care for infants.

In August 2021, MyGlamm, an Indian-based direct-to-consumer beauty brand and baby care products company, made a strategic acquisition by acquiring BabyChakra for an undisclosed amount. This acquisition is aligned with MyGlamm's objective to diversify its offerings into the mother and baby care category while strengthening its community of mothers. BabyChakra, an online parenting platform and provider of baby toiletries, adds value to MyGlamm's portfolio, positioning the company to cater to the evolving needs of mothers and infants within a digitally connected parenting community.

Major companies operating in the baby toiletries market include Johnson & Johnson Private Limited, Kimberly-Clark Worldwide Inc., The Procter & Gamble Company, Beiersdorf AG, Unilever PLC, The Himalaya Drug Company, Cotton Babies Inc., Hengan International Group Company Limited, Dabur Limited, Avon Healthcare Limited Company, Reckitt Benckiser Group PLC, Artsana S.p.A, Burt's Bees Inc., California Baby Inc., Svenska Cellulosa Aktiebolaget SCA., The Honest Company Inc., Earth Mama Organics LLC, Mustela, Babyganics Inc., Galderma Laboratories L.P., Episencial LLC ., Babo Botanicals LLC ., Baja Baby Inc., Bioderma Laboratories ., L'Oreal USA Inc., Artsana USA Inc., Dr. Bronner's Magic Soaps, Erbaviva LLC.

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

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

The baby toiletries market consists of sales of baby bath additives and baby shampoo. 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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