Baby Toiletries Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Global baby toiletries market is segmented by product type (Diapers, Skincare Products, Hair Care Products, Bathing Products, Wipes, and Others), distribution channels (Supermarkets/Hypermarkets, Specialist Retailers, Convenience Stores, Online Retail Stores, and Other Distribution Channels ); & by Geography.

Market Snapshot

Study Period: 2016 - 2026
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 5.8 %

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Market Overview

The global baby toilatories market is projected to grow at a CAGR 5.8% during the forecast period (2020- 2025).

  • Rising demand for more transparency in ingredients of the baby toiletries from consumers is changing the market dynamics from last few years. To cater to this consumer demand, major players in the market have developed baby toiletries products with high quality ingredients. For instance, Vermont Soap launched organic baby shampoo. Vermont Soap’s organics baby wash shampoo is a fragrance-free liquid soap, so it is easy to pump from the container and wash the baby.
  • Physical distribution channels, such as hypermarkets and baby stores, are the significant revenue generating channels of various baby carrier products, but the share of the e-commerce channels in the baby care products market is also expected to witness a significant growth.

Scope of the Report

The growing per capita expenditure on baby products has, in turn, increased the sales of baby toiletries products which include skin care products, hair care products, baby diapers, baby wipes, and others. The baby toiletries are extensively being distributed through robust distribution channels such as Supermarkets/Hypermarkets, Specialist Retailers, Convenience Stores, Online Retail Stores, and Online Retail Stores. The market is studied for each potential market under each region across the globe, to give a broader perspective.

By Type
Skin Care Products
Hair Care Products
Baby Diapers
Baby Wipes
By Distribution Channel
Specialist Retailers
Convenience Stores
Online Retail Stores
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 and Africa
South Africa
United Arab Emirates
Rest of Middle East and Africa

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Key Market Trends

Baby Diapers To Witness Significant Growth During The Forecast Period

Owing to development in disposable diaper technology, the baby diapers segment is expected to drive the growth of the market over the forecast period. Major players in baby toiletries are taking inspiration from the adult market in terms of product innovation in fabric along with shape and size of diapers. The demand of high quality disposable diaper is driving the parents to pay higher prices for high-quality baby diaper products. Supermarket/hypermarket distribution channel is expected to witness significant growth in sales of baby diapers products.  

Baby Toiletries Market 1

Asia Pacific Registered As A Fastest Growing Market

Robust economic growth and rising household incomes are expected to increase consumer spending on baby care products including toilatories in the developing countries of the Asia-Pacific region, such as India and China. Spending capacity is equipped with the facility of availing the information required over the internet. This is changing the way consumers in the developing region buy baby products. The role of artificial intelligence in the buying process may be re-enforced by the companies, in order to stay ahead in the competition. The urban population is already exploring innovative and high- quality products for the children and also their parents don’t have the budget constraint in providing their baby with the comfortable products. In response to this, there has been an influx of new brands in the region. Asia-Pacific likely to holds significant market share over the forecast period due to growth in infant population in the countries like India and China. 

Baby Toiletries Market 2

Competitive Landscape

Leading global manufacturers in the baby care product market focus on leveraging opportunities, to expand their consumer base in India. These companies, in order to retain their position within the market or gain advantage over its competitors, have set their focus upon R&D. Key players are investing in physical retail and promotions, to dilute the effect of single promotion. Omnichannel strategies are likely to drive the return on investment. Key brands are embarking on mergers and acquisitions, since their primary focus is to increase revenue and optimize offerings.


Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 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 Type

      1. 5.1.1 Skin Care Products

      2. 5.1.2 Hair Care Products

      3. 5.1.3 Baby Diapers

      4. 5.1.4 Baby Wipes

      5. 5.1.5 Others

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Specialist Retailers

      3. 5.2.3 Convenience Stores

      4. 5.2.4 Online Retail Stores

      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 and Africa

        1. South Africa

        2. United Arab Emirates

        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 Johnson and Johnson

      2. 6.4.2 Beiersdorf AG

      3. 6.4.3 The Himalaya Drug Company

      4. 6.4.4 Cotton Babies Inc

      5. 6.4.5 Procter & Gamble Co.

      6. 6.4.6 Kimberly Clark Corp.

      7. 6.4.7 KAO Corporation

      8. 6.4.8 Unilever


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Frequently Asked Questions

The Baby Toiletries Market market is studied from 2016 - 2026.

The Baby Toiletries Market is growing at a CAGR of 5.8% over the next 5 years.

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

North America holds highest share in 2020.

Johnson & Johnson, Procter & Gamble Co, Unilever, Kimberly-Clark Corporation, Beiersdorf AG are the major companies operating in Baby Toiletries Market.

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