Global Online Baby Care Products Market Size, Share, Opportunities, COVID-19 Impact, And Trends By Type (Baby Food (Dried Baby Food, Milk Formula, Others), Baby Skin Care Products (Lotions, Creams, Others), Baby Hair Care Products (Oils, Shampoo, Others), Baby Safety And Convenience Products (Prams, Strollers, Others)), And By Geography – Forecast From 2023 To 2028

  • Published : Jun 2023
  • Report Code : KSI061612959
  • Pages : 120

The global online baby care products market is expected to grow at a compound annual growth rate of 12.89% over the forecast period reaching US$66.077 billion in 2028 from US$28.285 billion in 2021.

Baby care products are products intended to be used on infants and children under the age of three. Ingredients chosen for their mildness and non-irritability are used in baby products. An increase in parental concern over baby hygiene, rapid urbanization, and changing lifestyles across the globe are expected to drive the global baby care market.  According to The Census Bureau of the Department of Commerce, US, there was an increase of 7.8% in e-commerce sales in the first quarter of 2023 compared to the first quarter of 2022, along with the 15.1% e-commerce sales of the total retail sales.


Widespread adoption of smartphones.

The widespread adoption of smartphones and mobile apps has further boosted the online baby care products market. Mobile commerce offers convenience and on-the-go accessibility, allowing consumers to purchase anytime and anywhere, contributing to market growth. Overall, the market continues to thrive due to increasing internet penetration, convenience, wide product assortment, competitive pricing, consumer reviews, global accessibility, and the influence of mobile commerce. As these drivers continue to shape consumer preferences and behavior, the market is expected to experience sustained growth in the coming years.

Increasing internet penetration.

The increase in internet penetration is a key driver of growth in the online baby care products market. As internet penetration increases, more people gain access to online platforms. This expanded customer base allows online retailers to reach a larger audience, including individuals who may not have easy access to physical baby care product stores. Parents, especially those with young children, often face time constraints and find it challenging to visit physical stores. Online shopping allows them to browse and purchase baby care products at any time and from anywhere, providing a hassle-free shopping experience.

Market Developments:

  • In 2020, J&J Consumer launched baby care goods such as lotion, cream, and oil on e-commerce platforms such as Amazon, Flipkart, Big Basket, and First Cry in the second half of 2020 after seeing a massive boost in the online baby care market as per the press release by Johnsons and Johnsons in September 2020.
  • Two European companies created a baby food joint venture in Italy in July 2020 to promote 100% organic goods. This collaboration has enabled Hero to expand its reach beyond organic spreads and snack foods into the core infant market, with plenty of room for development. The MadreNatura business sells 27 goods under the Hero Solo brand in select food shops, pharmacies, and infant speciality stores throughout Italy and through its e-commerce network.
  • In May 2022, Abbott Laboratories' division in India was successful in completing a recall of infant formula items made from the company's troubled Michigan operation in the United States. Following the infections, the business introduced a variety of powdered Similac, Alimentum, and EleCare formulae in the US and other countries.

Growing demand for baby food and milk formula.

The milk formula market is expected to grow significantly as this segment allows product variations to meet specific requirements. This includes formulas for different age groups (such as newborns, infants, and toddlers) and specialized formulas for infants with specific health conditions or allergies. The decision to use milk formula is a personal choice made by parents, influenced by various factors such as convenience, lifestyle, medical conditions, and personal preferences. Some parents may combine breastfeeding with formula feeding, while others rely solely on milk formula.

Apart from such effective options which are driving the growth of the market, there are some key developments that have contributed to the growth of the milk formula segment in the baby food industry. For instance, in July 2022, Danone launched a blend of dairy and plant-based baby formula Aptamil, suitable for vegetarian, flexitarian, and plant-based diets.  It consists of 60% plant-based protein mixed with dairy protein.

Geographic Insights:

The online baby care products market is geographically segmented into North America, South America, Europe, the Middle East and Africa, and Asia Pacific regions. One of the key elements anticipated to significantly fuel the expansion of the baby care products market in North America during the assessment period is the rising proportion of working women in the area. Baby food accounts for the majority of baby care goods due to the extensive use of baby food and formula by American infants. On the other hand, the growing urbanization and internet penetration in the Asia Pacific is anticipated to fuel the expansion of the online baby care products market in the region.

The United States held a significant market share.

According to data from released in April 2021, parents have been spending more on baby care since the epidemic. For instance, as of March 2021, parents in the District of Columbia spent 26.3% of their income on child care, 24.4% in Massachusetts, 21.9% in Indiana, and 21.3% in New York.

The rise in spending power, changing parenting styles, rising independence, growing penetration of smartphones, and rising participation of women in the workforce are all predicted to contribute to the market's expansion. Owing to this, many manufacturers are focusing on online sales of baby care products. For instance, Coty Inc. teamed up with the well-known baby brand Kylie Baby in September 2021 to provide a line of shampoos, conditioners, and lotions for babies that are vegan, cruelty-free, and gluten-free. On the brand's direct-to-consumer website, the goods are promoted.

Global Online Baby Care Products Market Scope:


Report Metric Details
Market Size Value in 2021 US$28.285 billion
Market Size Value in 2028 US$66.077 billion
Growth Rate CAGR of 12.89% from 2021 to 2028
Base Year 2021
Forecast Period 2023 – 2028
Forecast Unit (Value) USD Billion
Segments Covered Type and Geography
Regions Covered North America, South America, Europe, Middle East and Africa, Asia Pacific
Companies Covered Nature's One, Nestlé, Johnson and Johnson, Himalaya Wellness Company, Mamaearth, The Honest Company, Inc., Amishi Consumer Technologies Private Limited (MyGlamm), Redsbaby
Customization Scope Free report customization with purchase


Market Segmentation:

  • By Type
    • Baby Food
      • Dried Baby Food
      • Milk Formula
      • Others
    • Baby Skin Care Products
      • Lotions
      • Creams
      • Others
    • Baby Hair Care Products
      • Oils
      • Shampoo
      • Others
    • Baby Safety and Convenience Products
      • Prams
      • Strollers
      • Others
  • By Geography
    • North America
      • United States
      • Canada
      • Mexico
    • South America
      • Brazil
      • Argentina
      • Others
    • Europe
      • UK
      • Germany
      • France
      • Italy
      • Spain
      • Others
    • Middle East and Africa (MEA)
      • Saudi Arabia
      • UAE
      • Others
    • Asia Pacific
      • China
      • Japan
      • South Korea
      • India
      • Indonesia
      • Thailand
      • Taiwan
      • Others

Frequently Asked Questions (FAQs)

Online Baby Care Products Market was valued at US$28.285 billion in 2021.
The global online baby care products market is expected to reach a market size of US$66.077 billion by 2028.
The online baby care products market is expected to grow at a CAGR of 12.89% over the forecast period.
An increase in parental concern over baby hygiene, rapid urbanization, and changing lifestyles across the globe are expected to drive the global baby care market.
North America is expected to hold a significant share of the online baby products 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


2.1. Research Design

2.2. Assumptions


3.1. Research Highlights


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


5.1. Introduction

5.2. Baby Food

5.2.1. Dried Baby Food

5.2.2. Milk Formula

5.2.3. Others

5.3. Baby Skin Care Products

5.3.1. Lotions

5.3.2. Creams

5.3.3. Others

5.4. Baby Hair Care Products

5.4.1. Oils

5.4.2. Shampoo

5.4.3. Others

5.5. Baby Safety and Convenience Products

5.5.1. Prams

5.5.2. Strollers

5.5.3. Others


6.1. Introduction

6.2. North America

6.2.1. United States

6.2.2. Canada

6.2.3. Mexico

6.3. South America

6.3.1. Brazil

6.3.2. Argentina

6.3.3. Others

6.4. Europe

6.4.1. UK

6.4.2. Germany

6.4.3. France 

6.4.4. Italy

6.4.5. Spain 

6.4.6. Others 

6.5. Middle East and Africa (MEA)

6.5.1. Saudi Arabia

6.5.2. UAE

6.5.3. Others

6.6. Asia Pacific

6.6.1. China

6.6.2. Japan

6.6.3. South Korea

6.6.4. India

6.6.5. Indonesia 

6.6.6. Thailand 

6.6.7. Taiwan 

6.6.8. Others


7.1. Major Players and Strategy Analysis

7.2. Emerging Players and Market Lucrativeness

7.3. Mergers, Acquisitions, Agreements, and Collaborations

7.4. Vendor Competitiveness Matrix


8.1. Nature's One

8.2. Nestlé

8.3. Johnson and Johnson

8.4. Himalaya Wellness Company

8.5. Mamaearth

8.6. The Honest Company, Inc.

8.7. Amishi Consumer Technologies Private Limited (MyGlamm)

8.8. Redsbaby

Nature's One


Johnson and Johnson

Himalaya Wellness Company


The Honest Company, Inc.

Amishi Consumer Technologies Private Limited (MyGlamm)