Baby Toiletries Market

Baby Toiletries Market: Products with Natural and Organic Claims Trending the Market: Global Industry Analysis 2013 - 2018 and Opportunity Assessment 2019 - 2027

Baby Toiletries Sales to Soar through 2027; Rise in Demand for Baby Care Products Driving the Market

From an estimated market size of US$ 9,226.0 Mn in 2019, the value sales of baby toiletries is expected to reach US$ 13,514.7 Mn by 2027, expanding at a CAGR of 4.9%.

The global baby personal care industry has been surging at a significant rate in terms of revenue, which can be attributed to the rising concerns of parents regarding the safety and hygiene of new-born babies and toddlers. Owing to these factors, various baby care products including baby toiletries are witnessing burgeoning demand in the global market.

Despite a decline in the infant population in recent years, the baby toiletries market is expected to grow at a considerable rate over the forecast period. Baby toiletries are considered among the mandatory baby care products, and include baby shampoo, baby wipes, baby toothpaste, baby bath additives, and baby soaps.

Manufacturers endeavour to introduce new and innovative products in the baby toiletries market

The parents of today take the hygiene of their new-borns very seriously. They try their best to ensure the availability of a healthy and safe environment to nurture their children. Hence, they are very particular about the baby bath and shower products that they use. These factors have encouraged several key manufacturers of baby toiletries to introduce products with new features and specifications that cater to the demands of their target customers.

For instance, in 2018, Johnson & Johnson launched a new line of baby toiletries that contain a higher proportion of natural ingredients. In the same year, the company launched another set of baby toiletries featuring JOHNSON’S Active Kids Shiny Drops Shampoo and conditioner for growing healthy and nourished hair. In 2017, Khomba Baby Soap re-launched its line of baby toiletries that contain new herbal ingredients with new soothing fragrances in the baby toiletries segment.

Unilever plc, another major player in the baby toiletries market, launched a new set of baby soaps for the North American market. The company has been aiming at introducing new products for two consecutive years for the global baby toiletries market.

Packaging of baby toiletries products is an influential factor that plays an important role in consumer buying behaviour

With continuous improvements and progress in various baby toiletries, manufacturers are seriously considering the introduction of innovative packaging for these products. Packaging plays a pivotal role in influencing the minds of consumers to buy a certain product in global baby toiletries market. In the recent years, the manufacturers of baby toiletries have been aiming at introducing various innovative formats of packaging.

For instance, in 2016, Beiresdorf AG, one of the key players in the baby toiletries market, launched its baby wash and shampoo products in a new packaging format under its own brand Aquaphor Baby.

Manufacturers of baby toiletries are adopting precautionary measures during production

Owing to the growing concerns of parents regarding the maintenance of the hygiene of their new-borns and toddlers, the manufacturers of baby toiletries are planning to change the ingredients used for the production of the baby toiletries produced by them.

For instance, in 2014, Johnson & Johnsons announced that it has created a new formula for its shampoo, which is being sold under the label “improved formula” in baby toiletries segment. In the improved formula, the company claims to have removed the formaldehyde content. Formaldehyde, which is a naturally-occurring chemical found in several types of fruits, is considered as a cancer-causing agent when used in high doses.

The company has been taking special care when it comes to the production of these types of baby toiletries for the global market. Similarly, there are several other harmful ingredients that need to be used cautiously by the manufacturers of baby toiletries. These include triethanolamine and Cocamide DEA, some of the other cancer-causing agents used in the production of several baby toiletries such as shampoos and soaps.

Benzethonium chloride has large-scale applications in the production of baby toiletries such as baby wipes. However, even if a small amount is ingested by an infant, it is likely to cause vomiting, collapse, convulsions, coma, or, in certain cases, death.

Baby toiletries market witnessing new product launches at regular intervals

Owing to the varying needs and demands of the parents of today, manufacturers of baby toiletries are aiming at continuously innovating their existing products and eventually increasing the rate of new product launched every year in the global baby toiletries market. At every launch initiated, these manufacturers of baby toiletries introduce special features in their products that cater to the demands of buyers.

For instance, in 2018 Mother Sparsh launched 98% water-based baby wipes, one of the main types of baby toiletries for the Indian market. Liquid soaps are one such product which has been gaining traction amognst its target segments.  

In the same year, Kimberly-Clark announced the launch of several new and improved versions of baby toiletries, such as baby wipes and baby soaps, under its famous brand Huggies. The launching new products in the global market is one of key strategies adopted by the key manufacturers of baby toiletries to be competitive in the market.

For instance, in 2016, Hindustan Unilever launched a new set of baby care products to pose stiff competition against the dominance of Johnson & Johnson in the Asia Pacific region, thus creating a whole new competitive phase in the global baby toiletries market.

Moreover, increasing population, rise in the adoption of e-commerce for selling products globally by various companies in the business of baby toiletries has led to a surge in the growth of B2C businesses in various domains. Growth of the global online sales channel, along with increasing product portfolios of various market players through new product launches, is projected to further accelerate the growth of global baby toiletries market.

E-commerce platforms not only promote baby toiletries products, but also ensure their easy availability for target customers. Various manufacturers of baby toiletries are now aiming to introduce their own websites for their target customers. Thus, e-commerce is an influential component responsible for the growth of the global baby toiletries market over the forecast period.

Baby Toiletries Market Competitive Landscape: Multinational players are relatively highly concentrated in the global baby toiletries market as compared to local and regional manufacturers of baby toiletries

Detailed profiles of companies are also included in the global baby toiletries market report to evaluate their strategies, key product offerings and recent developments.

Some of the key players profiled in the global baby toiletries market study include The Procter & Gamble Company; Johnson & Johnson Consumer Inc.; Kimberly-Clark Corporation; Artsana S.p.A.; California Baby; Unilever group (Dove); Beiersdorf, Inc.; Galderma Laboratories, L.P.; Nature’s Baby Organics; Expanscience Laboratoires; Weleda, Inc.; DR. Fischer Ltd.; Earth Mama Organics; DCS Group(UK) Limited; Wordsworth UK Limited; Premier English Manufacturing; DeltPak Pty Ltd.; Ekko International Pty Ltd.; Ampar International and Premier Care Industries.

Key Segment

Based on product type

  • baby shampoo
  • baby wipes
  • baby toothpaste
  • baby bath additives
  • baby soaps

Based on potential end users

  • new born
  • infants
  • toddlers

Based on sales channel

  • distributors/wholesalers
  • hypermarket/supermarket
  • specialty store
  • convenience store
  • online retailer

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Baby Toiletries Market