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Baby Care Products Market - Growth, Trends, COVID-19 Impact, and Forecast (2022 - 2027)

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  • 130 Pages
  • August 2022
  • Region: Global
  • Mordor Intelligence
  • ID: 4617243


  • Abbott Laboratories
  • Cotton Babies Inc.
  • Danone SA
  • Johnson & Johnson
  • Nestlé SA
  • Procter & Gamble Company
The baby care products market is projected to register a CAGR of 5.2% during the forecast period (2022 - 2027).

The COVID-19 outbreak had a mixed impact on the sales of baby care products. The bulk purchase of baby care products, primarily diapers and baby food, drove the baby care products market during the pandemic. However, certain markets, like India, where baby care products were not deemed as an essential commodity, led to the hampered distribution of these products.

Over the long term, the baby care product market will likely be driven by the rising baby health concerns, including skin diseases and the need for nutritional foods. However, the growing concerns over safety standards and lack of awareness are likely to dampen the industry's growth.

Innovative products with minimum environmental and health hazards, coupled with penetration in the untapped rural areas, are likely to drive the market's growth during the forecast period.

Key Market Trends

Increasing Preference for Fortified Baby Food

Globally, there is increasing demand for fortified baby food, with the rising awareness among parents to adequately fulfill the nutritional requirements of their babies. The increasing demand, especially for infant formula, is influencing the market's growth. For instance, Nestle SA, with its Nestle Cerelac Fortified Baby Cereal With Milk Multi-Grain & Fruits, became the leading company, catering to the demand for fortified baby food in India.

Additionally, nutrients used in the baby food fortification process include iron, calcium, zinc, and vitamins (A, D, E, K, C, and B). Iron deficiency is the most common nutritional deficiency among children. Consequently, key players in the market are introducing fortified baby food products rich in iron and folic acid for the baby’s physical and mental growth.

Asia-Pacific Emerges as the Fastest Growing Market

North America and Europe highly dominate the baby care products market. However, Asia-Pacific is one of the fastest-growing markets for baby care products due to the rising birth rate. Increasing brand penetration and a wide distribution network are driving the baby care products market in the region. The e-commerce sector is further supporting the growth of the market. Several baby care product websites entered the Indian market in the last couple of years. In 2020, FirstCry.com and BabyOye.com were the first online players in the baby care market. The key players in the online space, such as Babyoye.com, offer the ease of products being delivered to the customer’s doorstep. The online baby-care market mainly consists of baby food, skincare, toiletries/ diapers, toys, gears, and baby nurseries. The rising consumer awareness and increasing investments by key players, such as Johnson & Johnson and Unilever, are expected to drive the market in Asia-Pacific.

Competitive Landscape

Leading manufacturers in the baby care product market are leveraging opportunities from the emerging markets of Asia-Pacific to expand their consumer base. Key players are investing in physical retail and promotions to dilute the effect of a single promotion. Omnichannel strategies are likely to drive the return on investment. The market offers a diversified product portfolio, including organic baby infant nutrition and prebiotics-infused infant nutrition products. Nestle SA is one of the leading revenue generators, with popular brands such as Ceregrow, Lactogen, and Gerber, followed by Procter & Gamble, with Pampers being the most popular brand. Large multinational consumer goods companies are extending their core personal care brands to introduce premium baby care products. Johnson & Johnson (India) and Unilever PLC introduced extensions of their core brands Aveeno and Dove, respectively, to offer lotions, creams, soaps, shampoos, and body wash for babies.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

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  • Abbott Laboratories
  • Cotton Babies Inc.
  • Danone SA
  • Johnson & Johnson
  • Nestlé SA
  • Procter & Gamble Company

1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
4.1 Market Drivers
4.2 Market Restraints
4.3 Porter's Five Forces Analysis
4.3.1 Threat of New Entrants
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Bargaining Power of Suppliers
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry
5.1 By Product Type
5.1.1 Baby Skin Care
5.1.2 Baby Hair Care
5.1.3 Baby Toiletries Baby Bath Products and Fragrances Baby Diapers and Wipes
5.1.4 Baby Food and Beverages
5.2 By Distribution Channel
5.2.1 Supermarkets/Hypermarkets
5.2.2 Convenience Stores
5.2.3 Pharmacies/Drug Stores
5.2.4 Online Retailing
5.2.5 Other Distribution Channels
5.3 By Geography
5.3.1 North America United States Canada Mexico Rest of North America
5.3.2 Europe United Kingdom Germany Spain France Italy Russia Rest of Europe
5.3.3 Asia-Pacific China Japan India Australia Rest of Asia-Pacific
5.3.4 South America Brazil Argentina Rest of South America
5.3.5 Middle-East and Africa South Africa Saudi Arabia Rest of Middle-East and Africa
6.1 Most Active Companies
6.2 Most Adopted Strategies
6.3 Market Share Analysis
6.4 Company Profiles
6.4.1 Nestlé SA
6.4.2 Procter & Gamble Company
6.4.3 Kimberly-Clark Corporation
6.4.4 Unilever PLC
6.4.5 Johnson & Johnson
6.4.6 Unicharm Corporation
6.4.7 Danone SA
6.4.8 Cotton Babies Inc.
6.4.9 Abbott Laboratories
6.4.10 Sebapharma GmbH & Co. KG

A selection of companies mentioned in this report includes:

  • Nestlé SA
  • Procter & Gamble Company
  • Kimberly-Clark Corporation
  • Unilever PLC
  • Johnson & Johnson
  • Unicharm Corporation
  • Danone SA
  • Cotton Babies Inc.
  • Abbott Laboratories
  • Sebapharma GmbH & Co. KG