Baby Powder Market Outlook - 2024 to 2034

The baby powder market is estimated to be valued at ~USD 1,107.0 million in 2024 and is anticipated to reach a valuation of ~USD 1,820.2 million by 2034. The adoption of baby powder is likely to advance at a CAGR of ~5.1% during the forecast period.

Shifting preference for organic ingredients in baby talc powder is creating major tailwinds in the market. On account of this, the overall sales in the market registered year-on-year growth of 5.2% in 2024.

In recent years, international organizations such as the International Agency for Research on Cancer (IARC) stated that the use of talc-based baby powder is harmful to babies. The chemicals cause fever, cough, and even increase carcinogens in the body.

Key companies are increasing the use of natural and plant-based ingredients such as corn starch, oat flour, and arrowroot starch as alternatives. The use of these ingredients in baby powder has no side-effects to the babies and contains larger particles.

On account of this, the demand for corn-starch based baby powder is expected to increase at a prolific rate over the forecast period.

Attribute Details
Actual Baby Powder Market Size (2023A) USD 1,052.5 million
Estimated Baby Powder Market Size (2024E) ~USD 1,107.0 million
Projected Baby Powder Market Valuation (2034F) ~USD 1,820.2 million
Value-based CAGR (2024 to 2034) ~5.1%
Collective Value Share: Top 5 Countries (2023A) 55% to 65%

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2019 to 2023 Global Baby Powder Market Outlook Compared to 2024 to 2034 Forecast

The sales of the global baby powder market grew at a CAGR of 4.6% between 2019 and 2023, and it is projected to grow at a CAGR of ~5.1% during the forecast period from 2024 to 2034.

Growth in this market is attributed to the growing demand for baby care products that include plant-based components. Additionally, increased birth rates across the globe have amplified the demand for safe and organic baby care products.

Hence, key players in the global baby powder market are introducing plant-based ingredients in the products. The Centers for Disease Control and Prevention advised that the repeated inhalation of these baby powders, which are based on talc, might damage the lung health of the newborn. In this context, several renowned companies have stopped producing baby powders made from talc-based.

In May 2020, Johnson & Johnson announced that they stopped selling talc-based Johnson's baby powder in the USA and Canada, after recalling some bottles in 2019 and also stopped selling the product worldwide prior to 2023. Additionally, the government in Europe has prohibited talc and asbestos in cosmetics and healthcare products. Taking all of this into account, the demand for plant-based and organic alternatives in baby powder will increase demand in the market.

Key Dynamics in the Baby Powder Market Worldwide

Are Baby Powder Producers Forging Powerful Alliances with E-Commerce Giants to Cultivate Unwavering Brand Devotion?

Major players of baby powder across the globe are aiming to create brand awareness. Following the baby powder discontinuation of talc form in North America and Europe, key players in the market are launching a plant-based baby powder to re-establish their consumer base.

Subsequently, the rise of online platforms supported by the penetration of social media platforms is the major factor that helps achieve brand loyalty to key players by reaching out to the global audience.

Is Talc-Based Baby Powder Putting Babies and Adults at Risk of Cancer?

Over the past few years, negative perceptions of talc-based baby powder have dampened the sales in the market. The use of talc and asbestos in talc-based baby powder has reduced the credibility of this powder among the baby’s parents.

As a result, multiple lawsuits have commenced against companies producing talc-based baby powder. In one of the notable cases, Johnson & Johnson faces over 61,000 suits alleging that talc is responsible for a variety of cancers. Many of the cases were consolidated before a federal judge in New Jersey. In addition, a U.S. court jury ordered Johnson & Johnson to pay USD 260 million to a baby powder user.

Brand Switching by Consumers Owing to Safety Concerns

Emerging market players have significant opportunities in the market as consumers are likely to switch brands due to their child safety. Brand switching highly varies across the world positive word-of-mouth is considerably vital in the Asia Pacific, which is below average in the rest of the world.

It accounts for around 47% of the share in choosing a particular brand by customers. Moreover, medical reason is another prominent factor affecting brand switching, especially in developing countries. In the Middle East and Africa (MEA) (37%) and Latin America (39%), recommendation of products from a healthcare expert holds utmost importance.

MEA (31%) and Latin America (30%) exceed the global average for brand switching due to medical issues. Besides, the lower cost of baby care products is a primary factor for consumers to result in brand switching.

Awareness about Good Health and Hygiene to Propel Demand for Organic Products

The growing demand for organic baby products with an increasing number of educated parents is looking for transparency in the target product. Consumers prefer products with fewer chemicals and preservatives due to increasing health safety concerns.

Ingredients such as kaolin clay, arrowroot powder, essential oils, and dried herbs are prominently used in organic baby powder products that are highly safe. According to Mintel’s research, ingredients quality (65%), value for money (50%), product performance (55%), and no additives (50%) are some of the major factors fueling the growth of organic baby care products, especially baby powder and other skincare products.

Sudip Saha
Sudip Saha

Principal Consultant

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Country-wise Insights

Demand Outlook of Baby Powder Market in India

India is expected to dominate the market, the growing birth rate in the country has increased the adoption of baby care products. Besides increasing awareness regarding the benefits of organic ingredients will boost the demand for corn-starch baby powder.

The growing number of emerging players in India is collaborating with online platforms to enhance their brand presence. Penetration of social media platforms is also aiding the sales of baby powder. According to the study, South Asia accounted for over 12.9% of the market share in the global baby powder market in 2023.

Growing Demand of Organic Baby Powder Surging Target Market in the United States

North America is expected to be the second-largest market for baby powder, accounting for more than 22% value share in 2023. The trend of increasing consumption of naturally made baby powder in the US is expected to drive the market.

The growth of the baby powder market is supported by the penetration of e-commerce platforms along with the presence of leading players in the United States. Also, talc-based baby powder has been banned in the United States and Canada, according to the Centers for Disease Control and Prevention, surging demand for organic baby powder.

All these parameters provide a favorable environment for the expansion of the market in the United States boosting the demand for baby powder.

Digital Marketing Strategies to Elevate Brand Value in the United Kingdom

The United Kingdom is expected to witness strong growth in the baby powder market, leading the growth in the region. Europe is the largest baby powder market, accounting for 26.1% of demand share in 2023.

Growth in the country is primarily attributed to the presence of leading brands of baby care products. To increase their revenues, key players are personalizing marketing strategies to align with consumer requirements. Besides this, increasing preference for natural-ingredients baby products is likely to improve the growth in the United Kingdom baby powder market in the future.

Category-wise Insights

Baby Powder Revolution: Why Are Corn-Starch Based Baby Powder Sales Rising in the Market?

In terms of ingredient, talc-based baby powder was the leading segment during the historic period. However, with a growing preference for organic and plant-based products, the corn-starch based baby powder segment will witness staggering growth over the anticipated period.

Corn starch as an ingredient is safer and organic than talc-based powder. Precedents for the use of talc powder increase carcinogens in the body fueling the demand in the corn-starch based baby powder segment.

Which Price Point Dominates the Industry Landscape?

In terms of price, the premium price products segment is estimated to witness significant growth over the forecast period. Growth in the segment is attributed to the premiumization of baby powders associated with high safety and quality standards.

Subsequently, the availability of premium products on e-commerce platforms and online sales channels will improve the growth in the market.

Baby Powder Market Showdown: Unveiling the Fierce Competition among Key Players

In the highly competitive baby powder market, numerous prominent players compete for consumer attention and loyalty. Key manufacturers such as Johnson & Johnson and P&G's Pampers dominate the market due to their significant brand recognition and expansive global distribution networks.

Nevertheless, the increasing demand for natural and organic products created opportunities for niche companies like Burt's Bees, which highlight their eco-friendly formulations and commitment to transparency.

Private-label brands by retailers like Walmart and Target offer affordable substitutes, attracting price-conscious consumers.

In the face of increased concerns over safety, new companies like Babyganics and Earth Mama attract customers with chemical-free, hypoallergenic products, which increases competition and encourages further innovation in the market.

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Competitive Landscape

The companies in this industry have invested in research & development, technology, collaboration and partnerships, and organic certification to cater to the increasing demand for naturally sourced raw materials in target products in the United States, Japan, India, China, Germany, Italy, France, and the United Kingdom.

For instance:

  • In 2022, J&J introduced its new baby care brand called Vivvi & Bloom. The brand targets Gen-Z and millennial parents with EWG-certified products for safety and transparency among parents.
  • In 2022, the company entered into a joint venture with a local company in Bangladesh namely Kallol Limited to venture into the international market.

Scope of Report

Attribute Details
Forecast Period 2024 to 2034
Historical Data Available for 2019 to 2023
Market Analysis USD Million/million for Value
Key Countries Covered

United States, Canada, Brazil, Mexico, Germany, UK, France, Spain, Italy, Russia, Benelux, South Africa, Northern Africa, GCC Countries, China, Japan, South Korea, India, Thailand, Malaysia, Indonesia, Australia, New Zealand, Others (as per request)

Key Segments Covered Ingredient, Price, Nature, Sales Channel, Region
Key Companies Profiled Forest Produce Ltd.; Artsana Group; Asahi Group Foods Ltd; The Burt's Bees; California Baby; Chattem; Inc.; GLÜKi Organics; Johnson & Johnson; Kimberly-Clark Corp; Libero; Lion Corporation; Mamaearth; Mann & Schröder GmbH; Mee Mee; Mothercare; Oriflame Holding AG; Osotspa Company Limited; Pigeon; Prestige Consumer Healthcare; Inc.; Procter & Gamble Co.; PZ Cussons; Others (As per Request)
Report Coverage Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives
Customization & Pricing Available upon Request

Baby Powder Market by Category

By Ingredient:

  • Talc-based
  • Corn-starch-based

By Price:

  • Mass
  • Premium

By Mature:

  • Conventional
  • Organic

By Sales Channel:

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

By Region:

  • North America
  • Latin America
  • Western Europe
  • Eastern Europe
  • South Asia & Pacific
  • East Asia
  • Middle East and Africa

Frequently Asked Questions

What Is the Expected Value of the Global Baby Powder Market In 2024?

The expected value of the global baby powder industry is estimated to be around ~USD 1,107.0 million in 2024.

What Is the Projected Growth Rate for The Baby Powder Market?

The baby powder market is expected to record a CAGR of ~5.1% during the forecast period.

Which Geographic Area Presents the Most Promising Revenue Opportunities In The Baby Powder Market?

Europe holds significant revenue potential in the baby powder market.

What will be the demand outlook for North America Baby Powder market?

The North America Baby Powder market is projected to grow at a 6.1% CAGR over the forecast period.

What is the market share of the leading players operating in the Baby Powder market?

Baby powder sales in India are projected to experience a significant surge at a CAGR of ~5.1% over the next decade.

What Is the Projected Market Size for The Baby Powder Market in 2034?

The baby powder market is forecast to surpass ~USD 1,800 million by 2034.

Table of Content
1. Executive Summary
2. Industry Introduction, including Taxonomy and Market Definition
3. Market Trends and Success Factors, including Macro-Economic Factors, Market Dynamics, and Recent Industry Developments
4. Brand Mapping Analysis
5. Global Market Demand Analysis 2019 to 2023 and Forecast, 2024 to 2034
6. Pricing Analysis
7. Global Market Demand (in Value or Size in US$ Million) Analysis and Forecast 2024 to 2034
8. Market Background
9. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Ingredient
    9.1. Talc-based Powder
    9.2. Corn-starch-based Powder
10. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Nature
    10.1. Organic
    10.2. Conventional
11. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Price
    11.1. Premium
    11.2. Mass
12. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Sales Channel
    12.1. Direct Sales
    12.2. Modern Trade
    12.3. Convenience Stores
    12.4. Departmental Stores
    12.5. Specialty Stores
    12.6. Mono Brand Stores
    12.7. Online Retailers
    12.8. Drug Stores
    12.9. Other Sales Channel
13. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Region
    13.1. North America
    13.2. Latin America
    13.3. Western Europe
    13.4. Eastern Europe
    13.5. South Asia & Pacific
    13.6. East Asia
    13.7. Middle East and Africa (MEA)
14. North America Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
15. Latin America Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
16. Western Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
17. Eastern Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
18. South Asia & Pacific Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
19. East Asia Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
20. MEA Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
21. Competition Outlook, including Market Structure Analysis, Company Share Analysis by Key Players, and Competition Dashboard
22. Company Profile
    22.1. Artsana Group
    22.2. Asahi Group Foods Ltd
    22.3. The Burt's Bees
    22.4. California Baby
    22.5. Chattem, Inc.
    22.6. GLÜKi Organics
    22.7. Johnson & Johnson
    22.8. Kimberly-Clark Corp
    22.9. Libero
    22.10. Lion Corporation
    22.11. Mamaearth
    22.12. Mann & Schröder GmbH
    22.13. Mee Mee
    22.14. Mothercare
    22.15. Oriflame Holding AG
    22.16. Osotspa Company Limited
    22.17. Pigeon
    22.18. Prestige Consumer Healthcare, Inc.
    22.19. Procter & Gamble Co.
    22.20. PZ Cussons
    22.21. Other Players (As Requested)
23. Assumptions and Acronyms
24. Research Methodology
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