Baby Personal Care Market (2020 - 2027)

Report Overview

The global baby personal care market size was valued at USD 5.67 billion in 2019 and is expected to expand at a compound annual growth rate (CAGR) of 6.2% from 2020 to 2027. The market is anticipated to register a healthy growth rate owing to rising concerns over baby health, increasing awareness among consumers regarding the personal hygiene of babies, and the growth of the organized retail sector.

This market is poised to witness significant growth owing to several factors. Rising birth rates in emerging markets, an increase in the disposable income of parents, changing lifestyles, and increasing number of working women are some of the key factors projected to drive the market in the foreseeable future.

Moreover, surge in the number of dual-income families across the globe and improved standard of living in developing countries are expected to fuel market growth in the coming years. Millennial parents have changed the dynamics of the market over the years. This factor has been impacting the demand for baby personal care products as this consumer group is becoming more financially strong.

Various studies across the globe suggest that 70% of mothers gather information about baby personal care products and nearly half of them take 3-4 days to make the final purchase. According to the U.S. Food and Drug Administration (FDA), 6 out of 10 consumers prefer organic products to achieve better health. The Food & Drug Administration regulates and monitors the production of baby personal care products. In this regard, manufacturers are required to adhere to the standards implemented by the FDA with respect to clinical trials and commercialization of these personal care products.

Other restraining factors in the market include high innovation and product development costs, followed by product testing cost, thus resulting in high pricing of the end product. According to the International Journal of Research in Social Sciences, 36% of consumers prefer quality products, and their final decision is based on the quality factors and 26% of consumers prefer economically priced products.

Product Insights

The baby personal care market is segmented into products, such as cosmetics, toiletries, and others. Cosmetic products include baby personal skincare, hair care, oral care, and bath care products. Toiletries comprise disposable diapers, fragrances, training nappy, and baby wipes. Other products include baby grooming products and baby personal care sets and kits.

Cosmetics emerged as a key segment in 2019. In the cosmetics segment, products such as baby bath care and hair care accounted for a significant market share. Though these products are expensive, a sizable number of consumers (parents) still prefer branded and quality products for their children.

Thus, the growing demand for organic baby personal care products with natural ingredients is expected to favor segment growth over the forecast period, disregarding the cost of certain baby personal care products. The toiletries segment is expected to witness considerable growth in the coming years. Baby diapers is a key category that is likely to contribute significantly to the growth of this segment.

Distribution Channel Insights

Based on distribution channel, the market is segmented into hypermarkets and supermarkets, specialty stores, and online. Hypermarkets and supermarkets led the market in 2019. Consumers prefer buying baby personal care products from hypermarkets and supermarkets owing to the availability of a wide variety of personal care products for babies in comparison with other distribution channels/platforms. Furthermore, hypermarkets and supermarkets offer baby personal care products at cheaper prices as compared to other retail stores.

The online sales channel is expected to witness the fastest growth over the forecast period. The major factors fueling the growth of this segment are increasing number of working women and doorstep delivery offered by the e-commerce companies. In addition, internet-savvy millennial parents are actively driving e-commerce sales.

Regional Insights

Asia Pacific dominated the market in 2019 and is expected to expand at the highest CAGR over the forecast period. Countries such as China and India are the major contributors to regional market growth. Demand for baby personal care products is expected to increase in Asia Pacific as population in this region is expected to increase exponentially in the near future. The market in Latin America is dominated by Brazil as it has the largest child population.

Europe and North America are the other prominent regional markets for baby personal care products. Consumers in Europe and North America are more product conscious, and hence consider ingredients of the baby personal care product before making the final purchase.

The trend in baby personal skincare is slowly shifting towards premium-priced organic and natural baby personal care products. A lot of new and existing successful brands are coming up with natural skincare products in the North American and European markets.

Key Companies & Market Share Insights

Key market players are likely to focus on establishing their business in Asia Pacific owing to rapidly expanding customer base in countries, such as India and China. In this respect, key market participants are expected to invest in research & development activities to remain competitive over the forecast period. Some of the prominent players in the baby personal care market include:

• Nestle S.A.

• BABISIL

• Cotton Babies, Inc.

• Danone S.A.

• The Himalaya Drug Company

• Farlin Infant Products Corporation

• Mead Johnson Nutrition Company

• Avon Healthcare Limited Company

• Bonpoint S.A.

• Dabur International Limited

• Wipro Consumer Care & Lighting (Wipro Group)

• Abbott Nutrition

• Burt’s Bees Inc.

• L’Oreal S.A.

• Marks & Spencer PLC

• Nivea

• Unilever PLC.

Baby Personal Care Market