The global baby bath products market was valued at USD 1.27 billion in 2017. Rising awareness regarding safety, hygiene and nourishment among parents is projected to have a positive impact on the market. Improving economic condition of the middle-class income groups in countries such as China and India is expected to increase consumer spending on these products.
The increasing inclination towards natural and organic products at large has also affected the baby products market. Consumers are increasingly looking for organic baby care products including soaps, baby wash, shampoos, and conditioners. Owing to the growing demand for natural and organic ingredients, companies are launching new products based on natural and organic ingredients. For instance, California Baby offers 100% plant-based baby care products in the U.S.
The trend is expected to strengthen further in the coming years, where consumer spending on naturally-derived baby care products in BRICS countries is expected to increase in the coming years.
Segmentation by product type
• Soap & Baby Wash
• Shampoo & Conditioner
In 2017, soap & baby wash was the largest market accounting for more than 55.0% of the market. The segment is expected to maintain its dominant position throughout the forecast period. The predominant consumption of products including bath soaps, body washes, and bubble washes on a daily basis is projected to remain a favorable trend over the coming years.
Shampoo & conditioner segment is expected to be the fastest growing market at a CAGR of more than 6.0% from 2017 to 2025. New multi-functional products and chemical-free product launches are expected to gain increasing adoption among consumers in the near future.
Segmentation by Distribution Channel
In 2017, the offline channel was the largest distribution format accounting for more than 70.0% of the market. Increasing penetration of players such as Johnson & Johnson, Himalaya, Chicco, and Pigeon through a well-established retail network in key growth countries such as India and China is projected to remain a strong driver in the coming years.
The online channel is expected to be the fastest growing market at a CAGR of more than 5.5% from 2017 to 2025. This growth rate is attributed to the increasing penetration of the internet and smartphones. Also, the popularity of e-commerce portals as an important platform has added to the growth of the market.
Segmentation by Region
• North America
• Asia Pacific
• Rest of the World
Europe was the largest market accounting for more than 35.0% in 2017. The rising importance of natural and chemical-free products among parents in countries such as Germany, France, and the UK is projected to remain a favorable growth factor in the near future.
Asia Pacific is expected to be the fastest growing market at a CAGR of around 6.5% from 2017 to 2025. Among the various baby bath products, soaps baby wash category has a relatively high penetration as the awareness about these products is high amongst consumers in key consumer markets such as India and China. The demand for natural products is expected to gain traction in the region in the coming years.
The global baby bath products market is highly competitive in nature. Johnson & Johnson, Chicco, and Pigeon Corporation are among the leading players in the market. These companies have a considerable presence across the globe and have well-established brands and strategic partnerships with distributors. Some of the key vendors include Johnson & Johnson, Beiersdorf, Unilever, Beiersdorf, and Burt's Bees.
In the coming years, companies are expected to focus on product innovation and launches to strengthen their presence in the market. In 2018, Johnson & Johnson relaunched the entire line of baby care product segment. The company claimed that these products are free from chemicals such as parabens, phthalates, formaldehyde-releasing preservatives, and sulfates.
Forging strategic partnerships with e-commerce portals is expected to remain one of the key competitive strategies over the coming years. Companies have expanded their presence and reach through online platforms such as Amazon, Alibaba, Firstcry, and Flipkart.
Research Support Specialist, USA