Baby Toiletries Market Report 2025

This Baby Toiletries market report covers market characteristics, size & growth, segmentation, regional & country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The baby toiletries market size has grown rapidly in recent years. It will grow from $35.39 billion in 2024 to $38.96 billion in 2025 at a compound annual growth rate (CAGR) of 10.1%. The growth in the historic period can be attributed to increase in birth rates, changing lifestyles, rise in awareness of product safety, health and wellness trends, increased urbanization.

The baby toiletries market size is expected to see rapid growth in the next few years. It will grow to $58.45 billion in 2029 at a compound annual growth rate (CAGR) of 10.7%. The growth in the forecast period can be attributed to economic growth, e-commerce growth, increasing population of working women, increasing disposable income. Major trends in the forecast period include smart baby toiletries, multi-functionality, sustainability and eco-friendly packaging, natural and organic products, personalization.

The growing awareness of various health-related issues is anticipated to drive the growth of the baby toiletries market in the coming years. Babies face health-related concerns such as skin dryness, eczema, and bacterial or fungal infections. To prevent these issues, a range of baby toiletry products is used, including shampoos, soaps, lotions, powders, diapers, diaper rash creams, wet wipes, cotton balls, hairbrushes, and nail clippers. For instance, in July 2024, the Australian Institute of Health and Welfare, a national agency in Australia, reported that cancer-related deaths increased to 51,269 in 2023, an increase of 680 from the 50,589 deaths recorded in 2022. Thus, the rising awareness of various health-related issues is propelling the growth of the baby toiletries market.

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.

Major companies in the baby toiletries market are concentrating on product innovation, particularly in cleansing items, to gain a competitive advantage. A cleansing product is formulated to eliminate dirt, oil, and impurities from the skin, hair, or other surfaces, thereby promoting hygiene and cleanliness. For example, in October 2023, Baby Dove, a US-based provider of baby care products, introduced the Caring by Nature and Ultra Gentle Foaming Wash Collections. The Caring by Nature line features two exceptional products enriched with Vitamin E and 100% natural moringa oil, which help preserve the natural moisture and resilience of a baby's skin. Both products have been tested by pediatricians and dermatologists and are formulated to be vegan, tear-free, and hypoallergenic, offering parents reassurance during bath time. The innovative light and airy foam formulas not only ensure trusted moisture and care for babies' faces, bodies, and hair but also add an engaging sensory experience to bath time, having undergone rigorous testing for gentleness by dermatologists, pediatricians, and ophthalmologists.

In October 2022, Hetero, a generic pharmaceutical company based in India, acquired Johnson & Johnson's Indian baby powder manufacturing facility for $16 million. Hetero has set ambitious goals for the 55-acre site, indicating that it will become its flagship facility and generate 2,000 new jobs. This development is expected to boost the production of biopharmaceutical products, including biologics and biosimilars. Johnson & Johnson is a US-based manufacturer of baby powder.

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.

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.

Europe will be the largest region in the baby toiletries market in 2024. 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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