Baby products, used on infants and children generally below the age of three years, are specially formulated to be mild and non-irritating and use ingredients that are selected for these properties. Baby cosmetics and toiletries include baby oil, baby shampoo, powder, baby wipes, baby creams, moisturizers, baby soaps, and toothpaste.
Baby cosmetic products help to keep the baby clean, germ free, nourish the skin and keep it healthy, and reduce inflammation.
North America holds maximum share in the baby cosmetics and toiletries products market globally, followed by Europe and Asia Pacific. North America and Europe are mature markets for baby cosmetics and toiletries. Parents are concerned about baby health and skin, and demand baby cosmetic products. Buying decisions related to baby care products depend on ingredients of the product, benefits offered by the product, product suitability with baby’s skin, and cost efficiency and usage convenience. Key manufacturers such as J&J, P&G, and Kimberly-Clark specialize in manufacturing baby cosmetics due to demand from young parents.
Europe is the second largest market for baby cosmetics across the world. The U.K. and France are significant baby cosmetic product markets in Europe. Companies operating in the market mainly focus on offering organic baby care products due to preference of people in the region for natural products. This also helps manufacturers to deal with the competition and maintain their customer base.
Manufacturers of baby cosmetics and toiletries focus on usage of natural ingredients
Manufacturers strive to manufacture baby wipes and baby oral products which are eco-friendly, and also innovate to produce bio-degradable products.
Factors such as demographic changes, growing population, and rapid urbanization are expected to drive the demand for baby cosmetics. This is because of the demand from younger parents who have baby health concerns and disposable incomes, as both the parents are working. Working parents increasingly demand innovative, safe, and easy to use products for their babies. Hence, established players such as J&J and P&G focus on new product development to maintain the leading position in the market and maintain their consumer base.
However, the high cost of some of the baby cosmetic products and government regulations and policies related to product manufacturing are expected to hamper the growth of the market during the forecast period. Further, side effects of long term use of cosmetic products might hinder the growth of the market.
Increase in demand for baby cosmetics coupled with rise in baby health concerns across the globe is expected to provide good growth opportunities in the near future.
The global baby cosmetics and toiletries products market has been segmented based on product type, distribution channel, and region.
Product Type - In terms of product type, the global baby cosmetics and toiletries products market has been classified into baby skin care products, baby hair care products, baby bath products, baby oral care products, and others. Baby skin care products are sub-segmented into baby massage oil, baby lotions, baby creams/moisturizers, baby wipes, baby powder, and others. Baby hair care products are sub-segmented into baby shampoo & conditioner, and baby hair oil. Baby hair care products are sub-segmented into soaps, bubble bath/shower gel, and others. Baby oral care products are sub-segmented into toothpaste and toothbrush.
Distribution Channel - The market has been bifurcated into online and offline based on distribution channel, where the offline segment has been further divided into hypermarkets/ supermarkets, specialty stores, and brand stores. The online channel is segmented into company website, e-commerce websites etc.
Region - Based on region, the market is classified into North America (U.S, Canada, and Rest of North America), Europe (U.K, Italy, France, Germany, and Rest of Europe), Asia Pacific (India, China, Japan, and Rest of Asia Pacific), Middle East & Africa (GCC, South Africa, and Rest of Middle East & Africa), and South America (Brazil, and Rest of South America)
The baby cosmetics and toiletries products market is fragmented due to the presence of numerous established and local players. Intense competition among manufacturers is expected to increase in the coming years due to organic products being offered by both established and local players.
Key companies profiled in the baby cosmetics and toiletries research report include Procter & Gamble Company, Johnson & Johnson, Kimberly-Clark Corporation, Krauter Healthcare, Vasa Global Cosmetics, TWASA Cosmetics, Unilever Plc., Ontex International, Beiersdorf AG, and KAO Corporation.