The market for baby personal care products always had a conventional customer base for personal hygiene products like diapers. However, a spike in the demand for premium products like wipes and training pants is witnessed, especially in developing countries. This new trend has opened up a wide range of market penetration opportunities and potential for innovations in the segment for the manufacturers.

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Although skincare products enjoy the number one position in the baby personal care products market, other categories like oral hygiene and hair care products are gaining popularity.

In addition to this, the increase in market potential and opportunities due to these trends is getting a huge push by the growing demand for organic and natural products. Thus giving a whole new area for manufacturers to explore and find niche.

FMI’s report provides a comprehensive overview of the market, covering important market dynamics.

Key takeaways from the report:

• Market players are focusing on bringing innovative products, keeping in mind the demands of the consumer
• Focus on products with ingredients that are natural and non-toxic is going to be the future of the baby personal care products industry
• Online sales channels are seeing an upper hand over conventional stores, owing to the restrictions put forth by the pandemic
• Skincare is gaining prominence, while personal hygiene products account for a sizeable share
• Europe is going to be the largest market for premium products throughout the forecasted period
• Developing countries are emerging as the potential market for baby personal care products

“Steered by changing consumer preferences, leading brands are gradually shifting towards organic ingredients. With consumers more willing to spend on premium products, focus towards innovation in skincare is expected to surge,” said a lead analyst at FMI.

Steady Growth Expected Despite COVID-19

As the world came to a standstill with lockdowns imposed by governments across the world, the impact on the market of baby personal care products was significant. Retail channels being one of the worst-hit due to shortage of labor and transport restrictions, major reliance on E-commerce was the only way to move ahead.

The lockdown has forced industries and online service providing platforms to join hands in order to cater to the customers. In a way, e-commerce has come to the rescue by redefining commercial activities globally.

Meanwhile, the segment of the population that was not open to online shopping has also shown its willingness to adapt during these turbulent times.

The lack of transport facilities at the beginning of the lockdown has left a dent in the baby personal care products market. However, experts believe that market is going to recover soon with restrictions being lifted by governments in phases across the world.

“As the industry recovers from the effects of a pandemic on its business, focus on premium products and bringing in a new range of organic and 100 % natural products will shape the market in a positive way in the near future” quotes a lead analyst at FMI.

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Who is winning?

Some of the market players featured in the baby personal care products report are Me n Moms Pvt. Ltd., Klee Naturals, Tubby Todd Bath Co., Hindustan Unilever Limited, Johnson & Johnson, L’Oreal, Kimberly Clark, Colgate-Palmolive, Beiersdorf AG, Shiseido, Ontex Group, Biotique, Himalaya Global Holdings Ltd., Weleda Inc., The Clorox Company (Burt’s Bees), Babylist Inc. (Earth Mama Organics), among others.

Product launches will remain a key strategy adopted by market players to gain a competitive advantage. The baby personal care products industry holds immense potential globally. Companies are introducing products which satisfy the kids as well as the adults. The reason is, products that are healthy and safe top the list for adults and products that are fun and attractive appeal to the kids.

For instance, Tree-Free baby wipes by Caboo are made from bamboo spun lace and are rich in vitamin E, chamomile flower, and aloe vera leaf. While this gives the baby a soothing touch, it also gives the adults satisfaction to adults of doing their tiny bit for the planet.

Key Segments

Product

• Skincare
  • Creams & Lotions
  • Face Cleanser
• Body Care
  • Soaps
  • Shower Gels
  • Creams
  • Oils
• Hair Care
  • Shampoos
  • Conditioners
  • Hair Oils
  • Other Hair Care Products
• Oral Care
  • Toothpaste (includes Tooth Powder, Gel)
  • Toothbrush
  • Teethers
• Toiletries
  • Diapers, Training Pants
  • Baby Wipes
• Fragrances & Deodorants
• Colour Cosmetics

Nature

• Organic
• Conventional

End-User

• Individual/Residential
• Institutional/Commercial

Price

• Mass
• Premium

Gender

• Boys
• Girls
• Unisex

Age Group

• New Born & Infants (0 – 1 Year )
• Toddlers(1 – 5 Years )
• Kids (5- 13 Years)

Sales Channel

• Modern Trade
• Convenience Stores
• Departmental Stores
• Specialty Stores
• Mono Brand Stores
• Online Retailers
• Drug Stores
• Other Sales Channel

Regional Outlook

• North America (U.S., Canada)
• Latin America (Mexico, Brazil, Rest of LATAM)
• Europe (Germany, U.K., France, Italy, Spain, Poland, Russia, Rest of Europe)
• Middle East and Africa (GCC Countries, Turkey, Northern Africa, South Africa)
• East Asia (China, Japan, South Korea)
• South Asia (India, Thailand, Malaysia, Vietnam, Indonesia)
• Oceania (Australia, New Zealand)

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