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

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 forecasts in value (in USD million) for the abovementioned segments.

Market Snapshot

Baby Care Products Market Summary
Study Period: 2016 -2027
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: Europe
CAGR: 5.2 %
Baby Care Products Market Major Players

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Market Overview

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.

Scope of the Report

Baby care products like skin care, hair care, and toiletries are specially designed for infants due to their sensitive skin. These products are required throughout the baby's growing stages. Similarly, baby food and beverages contain essential nutrients that provide nourishment and promote development. The baby care products market is segmented by product type, distribution channel, and geography. For each segment, the market sizing and forecast have been done based on value (in USD million).

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
By Geography
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle-East and Africa
South Africa
Saudi Arabia
Rest of Middle-East and Africa

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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.

Baby Care Products Market : Sales of Functional Baby Food, in USD million, United STates, 2016 and 2020

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, and were the first online players in the baby care market. The key players in the online space, such as, 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.

Baby Care Products Market : Market Size (%), By Region, Global, 2021

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.

Major Players

  1. Kimberly Clark Corp

  2. Nestle SA

  3. Unilever

  4. Procter & Gamble Company

  5. Johnson & Johnson

Baby Care Products Market Concentration

Recent Developments

  • In March 2021, Danone SA launched formula milk in pre-measured tab formats in the United Kingdom. Danone partnered with Meiji to combine its formula milk recipes with Meiji's patented tablet production technology. The tabs will be available exclusively via the UK health and beauty retailer Boots under the Aptamil brand.
  • In July 2020, early childhood nutrition leader Gerber expanded its organic snacks line by introducing Gerber Organic BabyPops, a new puffed corn and oat snack in a fun, popcorn-like shape. BabyPops come in three varieties, namely, Peanut, Tomato, and Banana Raspberry.
  • In January 2020, Procter & Gamble invested USD 310 million to expand its manufacturing plant for Baby & Family Care products in Box Elder County, Utah, to cater to the growing consumer demand.

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 By 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. United Kingdom

        2. Germany

        3. Spain

        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 and Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle-East and 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 Nestlé SA

      2. 6.4.2 Procter & Gamble Company

      3. 6.4.3 Kimberly-Clark Corporation

      4. 6.4.4 Unilever PLC

      5. 6.4.5 Johnson & Johnson

      6. 6.4.6 Unicharm Corporation

      7. 6.4.7 Danone SA

      8. 6.4.8 Cotton Babies Inc.

      9. 6.4.9 Abbott Laboratories

      10. 6.4.10 Sebapharma GmbH & Co. KG

    5. *List Not Exhaustive


**Subject to Availability
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Frequently Asked Questions

The Baby Care Products Market market is studied from 2016 - 2027.

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 2021.

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

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