Baby Care Products Market - Growth, Trends, COVID-19 Impact, and Forecast (2021 - 2026)

The Baby Care Products Market is Segmented by Product Type (Baby Skin Care, Baby Hair Care, Baby Toiletries, and Baby Food and Beverage), Distribution Channel (Supermarkets / Hypermarkets, Convenience Stores, Pharmacies/Drug Stores, Online Retail, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The Report Offers Market Size and Forecast in Value (in USD million) for the Above-mentioned Segments.

Market Snapshot

Baby Care Products Market Overview
Study Period: 2016 - 2026
Base Year: 2020
Fastest Growing Market: Asia Pacific
Largest Market: Europe
CAGR: 5.2 %

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Market Overview

The global baby care products market is projected to register a CAGR of 5.2% during the forecast period.

The sales of baby care products witnessed a mixed impact of COVID-19. 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 accounted as an essential commodity, led to the hampered distribution of these products in such markets.

The baby care product market is primarily driven by the rising baby health concerns, including skin diseases and the need for nutritional foods. However, the growing concern over safety standards and lack of awareness are likely to dampen the growth of the industry.

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

However, stringent government regulations and quality standards governing the baby care products industry have a negative impact on the overall growth of the industry. Government initiatives to increase the awareness of breastfeeding among mothers and their emphasis on home-cooked food, such as ‘MAA’ – Mothers’ Absolute Affection, a national breastfeeding promotion program in India, are restricting the market growth during the forecast period.

Scope of the Report

The baby care products market is segmented by type, distribution channel, and geography. By product type, the market is segmented into baby skincare, baby hair care, baby toiletries, and baby food and beverages. The baby toiletries segment of the market is further divided into baby diapers and wipes, baby bath products, and fragrances. By distribution channel, the market studied is segmented into supermarkets/ hypermarkets, pharmacies/drug stores, convenience stores, online retailing, and other distribution channels. Based on geography, the market studied is segmented into North America, Europe, Asia-Pacific, South America, and Middle-East and Africa.

By Product Type
Baby Skin Care
Baby Hair Care
Baby Toiletries
Baby Bath Products and Fragrances
Baby Diapers and Wipes
Baby Food and Beverages
By Distribution Channel
Convenience Stores
Pharmacies/Drug Stores
Online Retailing
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Asia Pacific
Rest of Asia-Pacific
South America
Rest of South America
Middle-East & Africa
South Africa
Saudi Arabia
Rest of Middle-East & Africa

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Key Market Trends

Baby Diapers Dominate the Market

Baby diapers held the maximum market share in the global market. More than half of the global baby diapers market is dominated by North America and Europe. However, with the rise in the average birth rate of approximately 16.6% in developing markets, compared to 11.2% in developed markets, the baby diapers market in Asia-Pacific is expected to grow faster. The fastest-growing markets among the developed countries include India, Indonesia, Venezuela, Turkey, and Mexico. The market penetration of baby diapers in the United States recorded the lowest due to the stiff competition among key players and moderate product innovation. Among baby diapers, the diaper pants segment recorded the highest growth rate, compared to previous years, due to rising consumer awareness and ease of use.

Baby Care Products Market Latest Trends

Asia-Pacific Emerges as the Fastest Growing Market

The global baby care products market is highly dominated by North America and Europe. However, Asia-Pacific is one of the fastest-growing markets for baby care products due to the rise in the birth rate. An increase in brand penetration and a wide distribution network are the few factors driving the baby care products market in the region. The e-commerce sector is further supporting the growth of the market. The last couple of years recorded numerous baby care websites booming in the Indian market. The online baby care market began in 2010 with and The key players in the online world, such as, offer the ease of products being delivered to the doorstep. The online baby-care market mainly consists of segments such as baby food, skincare, toiletries/ diapers, toys, gears, and baby nurseries. The rise in consumer awareness and an increase in investments by the key players, such as Johnson and Johnson and Unilever, are expected to drive the market in Asia.

Baby Care Products Market Size

Competitive Landscape

Leading manufacturers in the baby care product market focus on leveraging opportunities posed by 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 and Gamble, with its Pampers being the most popular brand.

Recent Developments

  • In July 2019, Kimberly-Clark Corporation, under its brand, Huggies, introduced Huggies Special Delivery diapers, the diaper with plant-based materials designed specifically to provide the best for a baby's bottom without compromise.
  • In March 2019, Pampers launched a new diaper for active babies, Pampers Cruisers 360 FIT. The new diaper consists of a stretchy waistband designed to adapt to every wild move babies make with no tapes.
  • In February 2018, Procter & Gamble launched natural diapers and wipes, Pampers Pure Protection diapers, and Pampers Aqua Pure wipes at a global scale to expand its footprint in the natural category.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Baby Skin Care

      2. 5.1.2 Baby Hair Care

      3. 5.1.3 Baby Toiletries

        1. Baby Bath Products and Fragrances

        2. Baby Diapers and Wipes

      4. 5.1.4 Baby Food and Beverages

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Pharmacies/Drug Stores

      4. 5.2.4 Online Retailing

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle-East & Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle-East & Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Nestle SA

      2. 6.4.2 Procter & Gamble Co.

      3. 6.4.3 Unicharm Corporation

      4. 6.4.4 Danone SA

      5. 6.4.5 Kimberly-Clark Corporation

      6. 6.4.6 Unilever PLC

      7. 6.4.7 Johnson & Johnson

      8. 6.4.8 Cotton Babies Inc.

      9. 6.4.9 Abbott Nutrition

      10. 6.4.10 Sebapharma GmbH & Co.

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Baby Care Products Market market is studied from 2016 - 2026.

The Baby Care Products Market is growing at a CAGR of 5.2% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

Europe holds highest share in 2020.

Procter & Gamble Co., Kimberly Clark Corp, Nestle SA, Johnson and Johnson, Unilever are the major companies operating in Baby Care Products Market.

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