Baby Bath and Shower Products Market By Product Type (Shampoo, Conditioner Soap, and shower gel), Price (Premium baby care products (>US$ 50), Mass baby care products (US$ 0-US$ 50)), Sales Channel (Hypermarkets/ Supermarkets, Specialty Stores, Multi-brand Stores, Online Retailers, Wholesalers & Distributors) & Region - Forecast 2021 - 2031

Baby Bath and Shower Products Market Snapshot

As per FMI analysis, baby bath and shower products market outlook remains positive with sales projected to rise at 6.5% CAGR between 2021 and 2031. Baby bath and shower products demand showcased 5.5% year on year growth in 2021 over 2020. The overall market valuation is projected to surpass US$ 2.24 Bn in 2021.

The U.S. has emerged as an exceptionally lucrative market for baby bath and shower products. After bucking initial challenges posed by COVID-19 outbreak, the U.S. market will register 1.8% year on year in 2021. Across North America, the overall baby bath and shower product market demand will top US$ 536.3 Mn by 2031.

Key Points Covered in Baby Bath and Shower Products Market Study

• Market estimates and forecast 2016-2031
• Key drivers and restraints impacting market growth
• Segment-wise, Country-wise, and Region-wise Analysis
• Competition Mapping and Benchmarking
• Brand share and Market Share Analysis
• Key Product Innovations and Regulatory Climate
• COVID-19 Impact on Global Baby Bath and Shower Product Market and How to Navigate
• Recommendation on Key Winning Strategies

2016-2020 Global Baby Bath and Shower Product Market Outlook Compared to 2021-2031 Forecast

Spurred by increasing focus of parents on baby’s care activities, the global baby bath and shower products market will rise at 6.5% CAGR between 2021 and 2031.

Parents’ concern about their newborn child's development as well as hygienic issues is not unknown to anybody. Owing to this, baby personal care products manufacturers are taking precautions about the ingredients used in their products.

An increasing number of customers consider trusted brand names to be the most important factor influencing their purchase decision. As a consequence, in the global baby care industry, the popularity of a brand name is still a guarantee of quality for customers. Given this, there has been an increase in demand for baby bath and shower product items, especially from these concerned parents.

As compared to period of 2000 to 2018, the infant population during 2019 to 2030 is likely to grow at higher rate. According to, UN Department of Economic and Social Affairs, Africa is expected to witness 24% growth in births during the same period. Asia Pacific might experience birth rate of 10%. Against this backdrop, the demand for baby care products is expected to remarkably surge in the coming years.

The baby’s raggedness while playing games and their implications are not new to parents. To counter such realities and provide hygienic surroundings, consumers are wisely opting for reliable brand products with different fragrances and types. This factor will deliver a steady growth opportunity to the baby bath and shower products manufacturers in the long run.

The launch of new-from-normal products and the power of social media are expected to create several opportunities for the leading players. The rapid development of in-shower versions, as well as an increase in penetration of baby spas across many regions that have attracted high number of customers, are expected to drive the expansion during the forecast period.

What are the Undertaken by Baby Bath and Shower Product Manufacturers?

Today's parents are increasingly concerned about their child's hygiene and they are taking necessary precautions. As a result, manufacturers have implemented several measures aimed at avoiding or eliminating potentially hazardous ingredients from their manufacturing processes.

For instance, introduction of ‘NO MORE TEARS’, a line of products launched by Johnson & Johnson’s Company in response to eliminate ingredients in soaps and shampoos that cause irritation in baby’s eyes. Such initiatives adopted by leading market players are expected to bode well for the global baby care products industry.

What Is the Impact of the COVID-19 Crisis On the Global Baby Bath and Shower Product Market?

Supply chain disruptions caused amid lockdown imposed to contain COVID-19 had buckled baby bath and shower products market growth rate. Product deliveries have been hampered or delayed as successive waves of the novel coronavirus compelled policy-makers to tighten their restrictions.

However, baby care products being essentials, continued gaining traction amid pandemic, albeit gradually. The availability of baby care products such as shampoos and soaps in medical centers, which remained operational throughout lockdown, resisted the highly expected negative impact on the baby bath and shower product industry.

Despite the tough circumstances, economies are gradually recovering. As supply and distribution networks recover, company operations have started to advance steadily. In light of this, the pandemic is unlikely to have a long-term effect on the global industry for baby bath and shower products.

Country-wise Insights

What is Driving the U.S. Baby Bath and Shower Products Market?

According to Future Market Insights, North America will continue to be one of the most lucrative markets throughout the forecast period. According to the study, the U.S. is expected to account for over 74.4% of the North America’s share through 2031.

Consumers in the United States showcase high spending on baby care, which is one of the key factors supporting the industry growth. The U.S. being one of the largest markets for baby care products, has a high level of penetration of some of the global leading manufacturers, who offer premium baby shampoos and soaps.

Apart from this, rising disposable income, high spending power, and high baby care awareness consumers in the U.S. will bode well for the market.

Why is Demand for Liquid Soaps Increasing in the U.K.?

Demand in the U.K. is projected to rise at nearly 4.1% CAGR over the forecast period. Hand washing has become more popular, mostly in children causing worries about hand health and creating opportunities for brands that make moisturizing and microbiome-friendly baby care products.

As per the report, baby hygiene has become more essential as a result of the pandemic. The quick solution and reliability with multi-use liquid soaps that can be easily used as a soap for bathing and as a shampoo is highly adopted by the consumers.

The need for frequently sanitizing in times of pandemic has led parents to care for more than one bath and a shower of their baby leading to the boost in demand.

What is driving Baby Bath and Shower Products Sales in China?

China is a leading manufacturer of baby bath and shower products in East Asia. By 2031, it is expected to account for over 44.4% of overall sales within the region.

The increasing demand for handmade baby soap is due to the fact that handmade soaps contains glycerin that help in moisturizing the skin, whereas, in mass produced soaps glycerin is not included.

Besides ingredients used, moisturizing qualities and mildness of handcrafted baby soaps that come in a variety of fascinating patterns, scents, shapes, and colors have attracted the regional population.

Manufacturers in the country have a competitive advantage as they have access to methods for manufacturing handmade soaps with demandable ingredients such as bath salts and natural herbs. Additionally, they are constantly evolving their products for different fragrances that are derived from natural sources rather than artificial ones which are resulting in a more promising opportunity for the regional players.

What are the Factors Impacting Baby Bath and Shower Product Sales in India?

In 2031, India will account for over 31.3% sales in South Asia. Government policies and programs are undertaken to give affordable and quality baby healthcare products. Such initiatives are anticipated to drive India's baby bath and shower product industry. For instance, National Commission for Protection of Child Rights (NCPCR) is one such commission that is playing a significant role in ensuring baby safety from harmful products.

Rising public consciousness about the use of chemical substances in bath and shower gels, such as sodium lauryl sulfate, dioxane, and parabens, is expected to stifle the demand growth. For instance, in 2019, the Food Safety and Drug Administration Department (FSDA) banned the use of baby shower shampoo manufactured by Johnson & Johnson’s Company which had used formaldehyde as an ingredient, hampering the company’s growth in the region.  Implementation of such stringent regulations will have considerable impact on the market.

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Category-wise Insights

Why is the Demand for Baby Soap and Shower Gel Continuously Rising?

Based on product types, soap and shower gel has emerged as the leading category, accounting for nearly 37.8% of the market in 2031. The use of baby soap and shower gel will continue increasing, thanks to increasing availability of various options in terms of ingredients used.

Soap and shower gel is expected to remain a top choice as parents willingly spend to ensure care towards baby skin. Use of traditional soaps can cause irritation and bacterial infection on baby’s skin. This has resulted in the increasing demand for shower gel and good quality soaps.

Why are Premium Baby Care Products Preferred More by Consumers?

Premium baby care products sales are increasing globally due to the increasing spending on high-quality baby care items. Premium baby care products are estimated to account for over 38.5% of the market by 2031.

The manufacturers have set their focus towards premium baby care products owing to the growing demand from developing countries such as China, India, Brazil, and others. The increasing spending power and image of the premium products as genuine and most effective, is leading customers to greater adoption of these products.

Online Retailing Platforms Emerging as Preferred Sales Channel

Online retailing channel is expected to contribute revenue share of more than 13.7% by 2031 in the global baby bath and shower product market. This is due to the presence of various brands and a wide range of products that are not available at other retailing channels.

The biggest benefit of online shopping is that it is more convenient for the customer. Most people lead busy lives and to buy something they mostly prefer online rather than visiting a physical store. It helps them save money, effort, and time. Doing so from the comfort of their own homes is much more convenient than doing so in a store.

Besides this, the outbreak of the pandemic has restricted consumers to their homes. In such time, players opted to set their shops online by offering various discounts and services such as no-contact delivery and this has caught the attention of many customers.

Competitive Landscape

Companies operating in the global baby bath and shower product market are aiming at strategic approaches such as launching promotional campaigns in collaboration with other brands to expand their product manufacturing and to cater to the demand of an expanding customer base.

• For instance, in June 2020, babycare brand Mother Sparsh in collaboration with FirstCry had launched a social media initiative to encourage and inform new parents about the benefits of natural baby care products. The brand's new PlantAndPure campaign emphasized the importance of plant-based baby products in infants' safe development and growth. The brand enlisted the support of several other influencers to broaden the campaign's reach and strength.

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Global Baby Bath and Shower Product Market by Category

By Product Types:

• Shampoo
• Conditioner
• Soap and shower gel
• Others

By Price:

• Premium baby care products (>US$ 50)
• Mass baby care products (US$ 0-US$ 50)

By Sales Channel:

• Hypermarkets/ Supermarkets
• Specialty Stores
• Multi-brand Stores
• Online Retailers
• Wholesalers & Distributors
• Other Sales Channels

By Region:

• North America
• Latin America
• Europe
• East Asia
• South Asia
• Oceania
• Middle East and Africa (MEA)