Baby Toiletries Market Size, Share, Opportunities, And Trends By Product Type (Baby Shampoo, Baby Wipes, Toothpaste, Baby Bath Additives), By Distribution Channel (Offline (Distributors/Wholesalers, Hypermarket/Supermarket, Specialty Stores), Online), And By Geography - Forecasts From 2024 To 2029

  • Published : Jun 2024
  • Report Code : KSI061614251
  • Pages : 145

The baby toiletries market is expected to grow at a CAGR of 4.26%, reaching a market size of US$4.210 billion in 2029 from US$3.145 billion in 2022.

Baby toiletries include products used to maintain the safety and hygiene of babies and toddlers. They consist of multiple products that are easily obtainable in the market, including baby body and bath care, baby wipes, and even baby diapers.

Safety concerns and the rise in baby hygiene are regarded as factors that will boost the market for baby toiletries. The rising disposable income of households, coupled with the female working population, is likely to create multiple opportunities for the baby toiletries market.

Baby toiletries usually is a term that is given to a combination of products such as toothpaste for babies, baby wipes as well as diapers. In this regard, the rising penetration of such baby care products will act as another major factor driving this market growth. Furthermore, the rising investments in the research and development sector are creating opportunities for clinical testing for baby care products, which will further create quality products for babies, driving the market growth.

Baby Toiletries Market Drivers 

  • Rising quality concerns by the parents

Increasing parental concerns are regarded to be a major growth driver for this baby toiletries market.  Increased customer spending on baby care products has been growing substantially in recent years, which is resulting in the demand for baby oil products along with the growing popularity of various types of baby oil among individuals, such as olive oil, bastard oil, mustard oil, and others which are commercially available in the market and at an affordable rate.

Moreover, the increase in baby or promotional activities through social media channels and even television by baby product manufacturers is expected to support the market growth in the coming years. Parents’ concerns about their newborn child’s development regarding hygiene are not unknown to anyone.  Regarding this concern, manufacturers of baby personal care products are taking precautions about the ingredients that are being used in the making of these products.

The brand name is an efficient driver. An increasing number of customers make their purchase decisions based on a particular brand name and its popularity. As a result, in the global baby care industry, the brand name and its popularity guarantee quality for customers.

  • Increasing demand for organic baby care products

Parents are becoming more aware of the potentially harmful synthetic chemicals in baby care products, driving up demand for organic products. Consumer demand for organic baby care products is rising, including skincare products, diapers, and other items. Parents now prefer high-quality, eco-friendly baby care products because of their increased disposable income.

Major market players are creating new kinds of diapers by utilizing soft, organic fabric and organic components. Babies' skin is sensitive, so environmental factors like UV radiation, desert regions, dry environments, and many more affect them more readily. Additionally, as disposable income rises, consumers are choosing to use high-end baby care products.

  • Rising use of baby wipes

With time, baby wipes have changed to include softer formulas made especially for newborns' sensitive skin. Brands place a high priority on hypoallergenic components that are safe for everyday use and devoid of harsh chemicals. The goal of these formulations is to clean without making skin feel dry or irritated. When choosing baby wipes, hydration and moisturization are important factors. Aloe vera, chamomile, and oat extracts are frequently added to formulations to help calm and moisturize the skin.

Baby Toiletries Market Segmentation Analysis

  • Based on distribution channels, online is expected to grow considerably

Throughout the projection period, the online distribution channel is expected to grow at a faster rate. The biggest online sellers of baby care products are well-known e-commerce behemoths like Amazon, Walmart, and corporate websites. The expansion of the online market is being propelled by market participants who are also introducing baby care products via their corporate portals. For example, WADE Inc., a sustainable baby care brand with specially formulated products, launched its first line of "PROUDLY Baby Care Products" in April 2022, catering to babies with melanated skin. These products are accessible through the brand's website.

To get advice, direction, and comfort from medical professionals when it comes to selecting baby care products, more and more parents—especially mothers—visit pharmacies to buy baby care products. The clinical development manager at Superdrug Store, Niamh McMillan, says that new parents often feel overwhelmed by the amount of contradicting and confusing product information. To help parents make informed decisions, pharmacists and their teams work with parents to ensure that the products they buy are appropriate for their infant's skin type. These elements support the pharmacy's product sales.

Baby Toiletries Market – Geographical Outlook

  • Asia Pacific is witnessing exponential growth during the forecast period

Consumer spending on baby care products, including toiletries, is anticipated to rise in the region due to robust economic growth and rising household incomes. Because of the increasing birth rate, baby care products are seeing some of the fastest growth in the Asia-Pacific region. In addition, a wide distribution network and rising brand penetration are propelling the baby care products market in the area.

Moreover, due to growing environmental problems like heat, dry air, and ultraviolet (UV) rays, people are choosing to use protective skincare products for their infants. Consequently, there is a growing need for baby oils, moisturizers, lotions, and other products. In addition, the market for baby toiletries is expanding for e-commerce.

Baby Toiletries Market Key Updates

  • In October 2023, Baby Dove introduced two new product collections for new parents looking to improve their baby's daily and nightly skincare routines with gentle formulas and safe ingredients that keep baby's skin moisturized and healthy. Vitamin E and pure natural moringa oil are ingredients in Caring by Nature. It aids in preserving the resilience and natural moisture of a baby's skin. According to the brand, parents can feel at ease during bath time with the vegan, tear-free, and hypoallergenic formulas that have been tested by dermatologists and pediatricians.
  • In March 2023, Kimberly-Clark reintroduced Huggies Complete Comfort diapers to the Indian market. According to the company, the product's relaunch was centered on providing babies with 5-in-1 comfort, which includes softness and absorption.

The Baby Toiletries Market is segmented and analyzed as follows:

  • By Product Type
    • Baby Shampoo
    • Baby Wipes
    • Toothpaste
    • Baby Bath additives
  • By Distribution Channel
    • Offline
      • Distributors/Wholesalers
      • Hypermarket/Supermarket
      • Specialty stores
    • Online
  • By Geography
    • North America
      • USA
      • Canada
      • Mexico
    • South America
      • Brazil
      • Argentina
      • Others
    • Europe
      • Germany
      • France
      • United Kingdom
      • Spain
      • Others
    • Middle East and Africa
      • Saudi Arabia
      • UAE
      • Others
    • Asia Pacific
      • China
      • Japan
      • South Korea
      • India
      • Taiwan
      • Thailand
      • Others

Frequently Asked Questions (FAQs)

The baby toiletries market is projected to reach a total market size of US$4.210 billion in 2029.
The global baby toiletries market is projected to grow at a CAGR of 4.26% during the forecast period.
Baby Toiletries Market was valued at US$3.145 billion in 2021.
North American region is estimated to hold a significant share of the baby toiletries market.
Increasing parental concerns are regarded to be a major growth driver for this baby toiletries market.


1.1. Market Overview

1.2. Market Definition

1.3. Scope of the Study

1.4. Market Segmentation

1.5. Currency

1.6. Assumptions

1.7. Base, and Forecast Years Timeline

1.8. Key benefits to the stakeholder


2.1. Research Design

2.2. Research Process


3.1. Key Findings

3.2. Analyst View


4.1. Market Drivers

4.2. Market Restraints

4.3. Porter’s Five Forces Analysis

4.3.1. Bargaining Power of Suppliers

4.3.2. Bargaining Power of Buyers

4.3.3. Threat of New Entrants

4.3.4. Threat of Substitutes

4.3.5. Competitive Rivalry in the Industry

4.4. Industry Value Chain Analysis

4.5. Analyst View


5.1. Introduction

5.2. Baby Shampoo

5.2.1. Market opportunities and trends

5.2.2. Growth prospects

5.2.3. Geographic lucrativeness 

5.3. Baby Wipes

5.3.1. Market opportunities and trends

5.3.2. Growth prospects

5.3.3. Geographic lucrativeness 

5.4. Toothpaste

5.4.1. Market opportunities and trends

5.4.2. Growth prospects

5.4.3. Geographic lucrativeness 

5.5. Baby Bath Additives

5.5.1. Market opportunities and trends

5.5.2. Growth prospects

5.5.3. Geographic lucrativeness 


6.1. Introduction

6.2. Online

6.2.1. Market opportunities and trends

6.2.2. Growth prospects

6.2.3. Geographic lucrativeness 

6.3. Offline

6.3.1. Market opportunities and trends

6.3.2. Growth prospects

6.3.3. Geographic lucrativeness 

6.3.4. Distributors/Wholesalers

6.3.5. Hypermarket/Supermarket

6.3.6. Specialty stores


7.1. Introduction

7.2. North America

7.2.1. By Product Type

7.2.2. By Application

7.2.3. By Country United States Market Trends and Opportunities Growth Prospects Canada Market Trends and Opportunities Growth Prospects Mexico Market Trends and Opportunities Growth Prospects

7.3. South America

7.3.1. By Product Type

7.3.2. By Application

7.3.3. By Country Brazil Market Trends and Opportunities Growth Prospects Argentina Market Trends and Opportunities Growth Prospects Others Market Trends and Opportunities Growth Prospects

7.4. Europe

7.4.1. By Product Type

7.4.2. By Application

7.4.3. By Country Germany Market Trends and Opportunities Growth Prospects France Market Trends and Opportunities Growth Prospects United Kingdom Market Trends and Opportunities Growth Prospects Spain Market Trends and Opportunities Growth Prospects Others Market Trends and Opportunities Growth Prospects

7.5. Middle East and Africa

7.5.1. By Product Type

7.5.2. By Application

7.5.3. By Country Saudi Arabia Market Trends and Opportunities Growth Prospects UAE Market Trends and Opportunities Growth Prospects Others Market Trends and Opportunities Growth Prospects

7.6. Asia Pacific

7.6.1. By Product Type

7.6.2. By Application

7.6.3. By Country China Market Trends and Opportunities Growth Prospects Japan Market Trends and Opportunities Growth Prospects South Korea Market Trends and Opportunities Growth Prospects India Market Trends and Opportunities Growth Prospects Taiwan Market Trends and Opportunities Growth Prospects Thailand Market Trends and Opportunities Growth Prospects Others Market Trends and Opportunities Growth Prospects


8.1. Major Players and Strategy Analysis

8.2. Market Share Analysis

8.3. Mergers, Acquisition, Agreements, and Collaborations

8.4. Competitive Dashboard


9.1. Warner Chilcott (The Procter & Gamble Company)

9.2. Johnson & Johnson Consumer Inc

9.3. Kimberly-Clark Corporation

9.4. InvestIndustrial Holdings (Artsana S.p.A.)

9.5. California Baby

9.6. Unilever Group (Dove)

9.7. Maxingvest AG (Beiersdorf, Inc)

9.8.  Galderma Laboratories, L.P.

9.9. Nature’s Baby Organics

Warner Chilcott (The Procter & Gamble Company)

Johnson & Johnson Consumer Inc

Kimberly-Clark Corporation

InvestIndustrial Holdings (Artsana S.p.A.)

California Baby

Unilever Group (Dove)

Maxingvest AG (Beiersdorf, Inc)

 Galderma Laboratories, L.P.

Nature’s Baby Organics