Baby Personal Care Products Market

Parents Looking for Improved Transparency

Modern parents are getting more cautious when it comes to things related to their babies. Whether it is readily available baby food/formula or personal care baby products, parents are demanding high level of transparency regarding the ingredients being used in the manufacturing of these products. Although chemicals are known to cause a multitude of side-effects, the products based on these synthetic ingredients had been recording steady sales.

Thanks to penetration of the internet and other sources of information, modern parents are rendered conscientious. With parents growing aware about the negative impacts of chemical based products and the knowledge regarding availability of much healthy and natural alternative, the players in the market have a huge opportunity and potential for growth.

Manufacturers of personal care products for babies also have immense scope for innovations. Switching to organic and natural ingredients will provide scope for a totally new product line which will attract their end users. Moreover, it will also pave way for use sustainable raw materials for the manufacturers.

Lifestyle Change: A Boon for Industry

Rising disposable income and the resultant willingness to spend on good quality products among consumers in developing countries have been giving significant impetus to the market. With rural and urban gap growing smaller, an increasing number of consumers are gaining access to these products which were considered a privilege before.

Recent studies prove that the market potential for baby personal care products has improved significantly in past few years, thanks to the inclusion of semi urban and rural population to the target customer base.

The industry is poised to grow in the coming years as this inclusiveness is predicted to rise more than before.  This means an equal opportunity for existing players, leaders and new entrants in the market to penetrate these newer segments, riding on innovative products with a personal touch.

Rising Focus on Baby Skin Care

Market for baby products for personal care is gaining momentum owing to developments of products which target specific needs and demand. Babies have unique and sensitive skin which requires manufacturers to pay special attention when formulating products for them.

The American Academy of Dermatology (AAD) recommends the use of sun screen with an SPF of 30 or higher for children irrespective of their skin tones. Studies suggest that sunburns in childhood can double the risk of serious skin cancer in their lifetime.

Proper skin care routine for infants, toddlers and children has become imperative today. Surpassing the chemical based sun protection products for babies, mineral based sunscreens are dominating the market. Mineral sunscreens are well tolerated by sensitive skin of babies and hence are the best line of defense against sun damage, premature aging and skin cancer.

Key Challenges

Baby personal care Products market is a big business, and with new markets opening up in Asia and Latin America, the potential for growth in the industry is enormous.

However, counterfeit products pose a huge restraint to the market and such incidences have been witnessed in China. Growing safety concerns and mistrust over domestic brands has led to an increased demand for western baby products.

Counterfeit sunscreen is also particularly hazardous in that it has been found to contain little or no SPF at all, and as a result, offers little, if any, protection against harmful UV rays, which could lead to long term skin damage.

Region-wise Analysis

Europe Baby Personal Care Products Market

Europe has emerged as a global leader in baby personal care products market. As the skin care industry in the region is a highly lucrative one, several leading brands are aiming at capitalizing on the opportunity, making Europe one of the most attractive markets for baby personal care products. Europe is expected to stay as the top market for baby personal care products throughout the forecasted period of 2020 – 2030, followed by North America in a close second position.

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Increasing awareness about the ingredients used in the products and their effects on the children is driving the market along with the rising concern about skin care routines of the babies. In addition to this, financial stability of the parents in developed countries is another factor contributing to growth of baby personal care products market.

Although diapers continue to hold the top place in the baby personal care products, premium products like skin care products, hair care products and products for oral hygiene are gaining popularity by the day.

Though the effects of pandemic on economies across the world are hampering the market, baby personal care products industry is predicted to bounce back soon, especially in developed European countries like Germany, France, Italy etc. 

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North America Baby Personal Care Products Market

North America is the second largest market for baby personal care products, not very far behind Europe market. With countries such as the U.S. and Canada at the forefront, the market is poised to grow throughout the forecasted period.

Considering the rising focus on hygiene, health and nutrition of their young ones parents are more willing to spend on premium baby personal care products. Also, as the consumer is becoming aware of the good and bad effects of components of a product, demand for use of natural and Organic ingredients in the products is rising. While the increasing awareness and demand act as drivers for the market, high spending power in these developed countries makes it possible for the parents to spend on the premium and organic products.

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South Asia Baby Personal Care Products Market

South Asia is emerging as a potential market for baby personal care products in recent years. It is predicted to offer lucrative opportunities for growth of the market over the forecast period.

 Manufacturers are looking for expanding their target base geographically and focusing on developing countries. Also, one of the key drivers of baby personal care products market is the increasing birth rate in these countries. Another important factor driving the market is the increased spending power of people in this area.

With middle class population growing more and more aware about the baby personal care products and willing to spend on them, this market can prove to be of huge potential in future.

Products like diapers top the market of South Asia region , while premium products like skin lotions and fragrances for babies are seeing an upwards trend, which is predicted to continue during the forecasted period

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Category-wise Insights

Skincare Products Hold Dominance

Skincare products for babies are leading the baby personal care products market, with hair care products tagging along as the close second.

Rising concern about skin diseases among babies is driving the market for skin care products.  According to American Dermatology Association (ADA), all children irrespective of their skin tone should use sunscreen. As baby skin is sensitive and skin burns at young age can be a cause of skin cancer in their adult life as well.

Also popular among baby personal care products are body care and oral hygiene products. Toiletries, fragrances, color cosmetics are few segments which fall into the premium products category and are attracting the millennial parents.

Innovations with respect to the ingredients used is a rising trend in the baby care products industry as demand from parents for products with organic, natural and nontoxic ingredients is on the rise.

Many brands are riding high on this wave, trying to give the customer what it wants exactly. For instance, Toddler training toothpaste by Hello is fluoride free and vegan, keeps new teeth and delicate gums clean, while the organic apple flavor keeps children happy and excited to brush.

Individuals to Remain Key End Users

Individual end users account for the majority market share of around 80%. Meanwhile, the commercial / industrial segment is seeing a positive shift in the market owing to the rising popularity of premium baby personal care products.

Conventional Segment Continues to Lead

The conventional products segment continues to be the leader in the market contributing majorly towards revenue and market share of baby personal care products market. Conventional products diapers cover the overall market in both developed as well as developing countries across the world.

However, the demand for sustainable organic products is seeing an increase like never before. As parents are becoming more aware and cautious about the products they are using for their young ones, the products with organic ingredients which are nontoxic in nature grows by the day. This trend is expected to continue throughout the forecasted period.

Toddlers Account for Maximum Share

The baby personal care industry is divided as per the age group of children. Baby personal care products for toddlers are clear leaders in the market, closely followed by infants and babies products. This trend can be attributed to the huge market for products like diapers and baby wipes across the globe.

Girls Cover Leading Share

The baby personal care products industry has majority of its market covered by products for girls when classified gender wise. Also, the products which cater to unisex market of both boys and girls are gaining momentum and increasing in popularity.

Mass Segment Emerges Dominant

The mass segment holds a major share in the market, when classified by price of the products. On the other hand, the premium products are gaining popularity by the day. This popularity is predicted to grow during the period of forecast.

Competitive landscape

The presence of several established companies has rendered baby personal care products market highly fragmented. This has also resulted in fierce competition within the market at both domestic and international levels.

In order to gain competitive advantage key players are picking up on the pulse of the consumers and are bringing new product lines to suit the demands of the end users. Parents often seek out efficacious products, which have no harmful effects on the babies, which is influencing strategies adopted by bigwigs in the market.

Manufacturers are trying to keep pace with the growing demand for organic based products that are toxin free and have no harmful effects on the babies.

Overall, innovation in products and product launches are to remain key strategies adopted by the companies to gain advantage in the market. Also, strategic alliances to build market and expand footprint along with product portfolio development are expected to intensify competition over the forecasted period.

For instance baby personal care products giant Johnson & Johnson has launched a new product line in India with safety of the babies in mind. The new baby care product line called ‘Cottontouch’ will include products like lotion, cream, oil and wash. This launch is made by keeping in mind the highest safety standards for babies.

Report Scope

Key Questions Answered by the Report

• What is the expected rate of growth for Baby Personal Care Products market?

  The market is forecast to rise at 6.7% CAGR to reach US$ 89 Bn by the end of year 2030.

• What factors are driving the baby personal care products market?

  Greater focus on deriving benefits from organic and natural ingredients as well as changing lifestyles owing to improved spending power are driving the market towards growth.

• Which is the leading market for premium baby personal care products?

  Europe is the leading market, with growth driven by higher penetration of premium products within the market space.

• Who are the key players in the Baby Personal Care Products Market?

  Hindustan Unilever Group, Proctor & Gamble, Kimberley Clark, Johnson & Johnson and Colgate-Palmolive are among the leading players operating in the market.

• Which is the most lucrative product segment in the Baby Personal Care Products Market?

  Skincare and personal hygiene products and toiletries comprise the most lucrative segment in the market currently. Skincare is likely to witness steady demand during the course of the forecast period.

• How long will the Baby Personal Care Products Market take to recover from impact of COVID-19?

  The market is expected to bounce back once the normalcy returns post pandemic. The increasing focus on skincare and innovative product developments will spike the growth despite a temporary period of sluggish return due to COVID-19 outbreak.

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• Is this research conducted by Future Market Insights?

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  FMI follows a methodology that encompasses demand side assessment of the market, and triangulates the same through supply side analysis. This methodology is based on use of standard market structure, methods and definitions. Request detailed methodology

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• What are the sources of secondary research?

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Key Segments

Product

• Skincare
  • Creams & Lotions
  • Face Cleanser
• Body Care
  • Soaps
  • Shower Gels
  • Creams
  • Oils
• Hair Care
  • Shampoos
  • Conditioners
  • Hair Oils
  • Other Hair Care Products
• Oral Care
  • Toothpaste (includes Tooth Powder, Gel)
  • Toothbrush
  • Teethers
• Toiletries
  • Diapers, Training Pants
  • Baby Wipes
• Fragrances & Deodorants
• Colour Cosmetics

Nature

• Organic
• Conventional

End User

• Individual/Residential
• Institutional/Commercial

Price

• Mass
• Premium

Gender

• Boys
• Girls
• Unisex

Age Group

• New Born & Infants (0 - 1 Year )
• Toddlers(1 - 5 Years )
• Kids (5- 13 Years)

Sales Channel

• Modern Trade
• Convenience Stores
• Departmental Stores
• Specialty Stores
• Mono Brand Stores
• Online Retailers
• Drug Stores
• Other Sales Channel

Regional Outlook

• North America (U.S., Canada)
• Latin America (Mexico, Brazil, Rest of LATAM)
• Europe (Germany, U.K., France, Italy, Spain, Poland, Russia, Rest of Europe)
• Middle East and Africa (GCC Countries, Turkey, Northern Africa, South Africa)
• East Asia (China, Japan, South Korea)
• South Asia (India, Thailand, Malaysia, Vietnam, Indonesia)
• Oceania (Australia, New Zealand)