Growing awareness among people for baby health and healthcare products is driving the market for baby care cosmetics and toiletries. This market comprises of baby skin care products, hair care products, bath care products, diapers, perfumes, and convenience and safety products. The overall market is broadly classified under two major segments:
- Baby Cosmetics Products
- Baby Toiletries Products
The baby cosmetics and toiletries market is the largest segment of baby care products industry which accounted for the total market share of about 92.2% in 2011. This market is forecasted to strengthen its position in upcoming years and hold the market share of 93.2% by the year 2017. The major driver of this market are the growing attention of parents towards baby health, increasing baby population in developing economies, and increase in disposable incomes of parents.
Worldwide market for baby care cosmetics and toiletries was valued at USD 41.3 billion in the year 2011 and forecasted to reach the value of USD 62.3 billion by the year 2017 at the compounded annual growth rate of 7.1% during the forecasted period.
Increase in age of parents is also contributing to the growth of this market as higher aged parents are considered financially more stable and hence can spend more money on baby care and convenience. Moreover, increasing number of women entering the mainstream workforce is helping this industry to grow as the average disposable income of family is growing. This market is also witnessing growing trend in specific products, particularly baby cosmetics. There is also increasing demand for organic baby care products that pose no threats to baby’s health.
The baby skin care market is one of the major market segments with highest market share and positive future outlook. The baby hair care market offers small market penetration; however, it is expected to witness healthy growth in the near future due to increasing attention of parents towards baby care. The baby sun care segment is relatively small segment as parents avoid their babies taking into direct sunlight. Increasing trend of using shower gel as bath product for babies is creating new opportunities for the growth of this segment.
The baby care products market is largely categorized and dominated by toiletries manufacturers like Procter & Gamble (P&G), Kimberly-Clark, and Johnson and Johnson. Procter and Gamble leads this market with its premier diaper brand “Pampers”. Kimberly-Clark is the next largest baby care products manufacturers and mainly involved in manufacture of baby toiletries brands like Pull-Ups, Huggies, GoodNites, and DryNites. Johnson and Johnson is the third largest players of this market with wide range of baby skin care, sun care, hair care, and bath care products.
Development and innovation in products is allowing retailers and manufacturers to widen the market with the help of advanced marketing approach. Changing lifestyle trends and mothers returning to work earlier is resulting in growing demand for baby care products, thus boosting the overall market growth.