Baby Bath Products Market By Product, Distribution Channel, and Geography - Forecast 2023-2027

 Baby Bath Products Market Forecast 2023-2027

The Baby Bath Products Market size is forecast to increase by USD 2.14 billion at a CAGR of 5.61% between 2022 and 2027. Market expansion hinges on multiple factors, notably innovation and portfolio diversification, driving product premiumization. In developed markets, heightened consumer awareness regarding child health and hygiene contributes to market growth, propelled by matured perspectives and evolving preferences. Simultaneously, initiatives by governments and non-governmental organizations (NGOs) in developing markets are fostering increased product penetration. These efforts aim to address the needs of growing populations and improve accessibility to essential child care goods. The convergence of these factors underscores the dynamic nature of the child care market, emphasizing the importance of strategic initiatives and responsive measures to cater to diverse consumer demands across different regions.

What will be the size of the Market During the Forecast Period?

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Market Segmentation

This report extensively covers market segmentation by product (baby bath soaps and washes, baby shampoos and conditioners, and baby bath accessories), distribution channel (offline and online), and geography (North America, Europe, APAC, South America, and Middle East and Africa). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.

Market Dynamics and Customer Landscape

The market is driven by a surge in parents' focus on health and safety, leading to a demand for natural and organic baby care products and chemical-free skincare. Trend-wise, there's a shift towards gender-neutral baby care products and inclusive offerings, challenging traditional stereotypes. However, challenges include meeting the diverse needs of Babies and Children while ensuring hygienic surroundings and providing breastfeeding support. The E-commerce industry plays a significant role, facilitating purchase decisions and offering a wide range of skincare products tailored for Women and caregivers. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

Key Market Driver

The innovation and portfolio extension leading to product premiumization are notably driving the bath and shower products market growth. Manufacturers of baby bath goods are more focused on developing and launching new and innovative products to fulfill the changing needs and demands of parents.

Moreover, companies are also focusing on differentiating their products from what pharmaceutical companies provide. Therefore, they choose to innovate on product ingredients and technologies. Consumers are willing to pay more for innovative goods, thereby leading to product premiumization along with product line extension. They prefer to innovate ingredients and technologies that can benefit the overall well-being of the babies. Such factors are expected to drive the growth of the bath and shower goods market in focus during the forecast period.

Significant Market Trend

An increase in the offering of multifunctional bath products and bath kits is the key trend in the bath and shower products market. The growing market for child care products has led companies to innovate in terms of product offerings and packaging. Increasing demand for innovative and upgraded goods in the market has helped companies to build brand appeal and loyalty among consumers.

For instance, Little Softie Top to Toe Wash by Mothercare can be used for both hair and body wash. The 3-in-1 child bathtub from Aqua Scale is also a perfect example, as this bathtub can measure the child's weight and water temperature and display it on a digital monitor, which is placed at the top end of the tub. Hippy Baby, based in Austria, offers its Liquid Soap product in a bottle shaped in the form of a duck that also looks like a toy. Zwitsal, a child care brand by Unilever, has shampoos and washes in bottles with cartoon characters on them. All these innovations propel the growth of the bath and shower products market in focus during the forecast period.

Major Market Challenge

The decline in the birth rate globally is the major challenge in the bath and shower products market. There is a decline in birth rates in developing countries, such as India, China, and Brazil, as well as in developed countries, such as the UK, the US, France, Japan, and Canada. Factors such as religious beliefs, economic structure, urbanization, and changes in lifestyle have significantly affected birth rates globally over the past few years. 

Moreover, a few other factors that have adversely impacted birth rates globally include cultural changes across several countries. The shift in ideas toward an ideal family size of 3-4 members to maintain the quality of life is seen among the new generation. The availability of contraceptives has facilitated the postponement of childbirth and contributed to a reduction in family size. These factors, which result in a decline in the birth rate globally, are expected to have a severe impact on the bath and shower products market during the forecast period.

Key Market Customer Landscape

The market report includes the adoption lifecycle of the bath and shower products market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.

Market Customer Landscape

Who are the Major Market Players?

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the bath and shower products market.

Himalaya Drug Co. - The company offers baby bath products such as gentle baby soap, refreshing baby wash, and nourishing baby soap. The company offers various products such as personal care products, animal health products, baby care products, nutrition products, pharmaceuticals, and other products.

The report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:

• D and G Laboratories Inc.
• Erbaviva LLC
• Farlin Corp.
• Galderma SA
• Honasa Consumer Pvt. Ltd.
• Johnson and Johnson
• Laboratoires Expanscience
• Me n Moms Pvt Ltd.
• Mothercare Plc
• Natera Inc.
• Pigeon Corp.
• S.C. Johnson and Son Inc.
• Sebapharma GmbH and Co. KG
• The Clorox Co.
• Unilever PLC

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

What is the Fastest-Growing Segment in the Market?

Market segmentation is defined by various factors that cater to the diverse needs and preferences of parents and customers. Manufacturers in the baby care industry prioritize health and safety by offering natural and organic baby care products free from harmful chemicals, promoting hygienic surroundings and peace of mind for caregivers. Reliable brand products play a crucial role in the purchase decision of parents, who prioritize ingredients and look for chemical-free skincare options. The market also reflects a shift towards gender-neutral baby care products and clothing, challenging traditional stereotypes and fostering inclusivity. As awareness grows regarding babies and children's needs for proper skincare, hydration, and nourishment, the demand for skincare products tailored for Babies and Children increases. The E-commerce industry further facilitates access to a wide range of baby bath products, catering to the convenience and preferences of Women and caregivers.

The market share growth of the baby bath soaps and washes segment will be significant during the forecast period. This segment includes child bath soaps, body wash, and bubble washes. This is due to increasing brand awareness through different mediums, such as the Internet. Furthermore, the preference for natural and organic goods is increasing among consumers, which will foster the growth of natural and organic goods during the forecast period.

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The baby bath soaps and washes segment was valued at USD 2.57 billion in 2017 and continued to grow until 2021. Non-medicated and medicated soaps and washes are available in the market. Non-medicated bath soaps and washes are offered in different varieties and are generally priced lower than medicated bath soaps and washes. Consumers belonging to the lower-level income group are the key customers of non-medicated bath soaps and washes. Medicated bath soaps and washes are prescribed by medical professionals in the case of infection or any allergic skin condition. Companies are also coming up with new product launches propelling the market growth during the forecast period.

Which are the Key Regions for the Market?

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North America is estimated to contribute 35% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

In North America, the US is leading the regional market and is expected to maintain its position during the forecast period. Innovation and portfolio extension, along with an increase in awareness regarding child hygiene goods, are the primary factors propelling the growth of the market in focus in the region. Most child bath products in the region are sold through offline channels such as hypermarkets and supermarkets. However, with the rise in the inclination of consumers toward online purchases, pure-play e-retailers, such as Amazon and eBay, have gained traction for the distribution of these goods, primarily across the US and Canada. These factors are contributing to the growth of the market in focus in the region.

Segment Overview

The market report forecasts market growth by revenue at global, regional & country levels and provides a market growth analysis of the latest market trends and growth opportunities from 2017 to 2027. 

• Product Outlook 
  • Baby bath soaps and washes
  • Baby shampoos and conditioners
  • Baby bath accessories

• Distribution Channel Outlook 
  • Offline
  • Online

• Region Outlook 
  • North America
    • The U.S.
    • Canada
  • Europe
    • The U.K.
    • Germany
    • France
    • Rest of Europe
  • APAC
    • China
    • India
  • South America
    • Brazil
    • Argentina
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa

Market Analyst Overview

The market is influenced by a multitude of factors shaping consumer preferences and industry dynamics. With a growing emphasis on health and safety, parents are increasingly turning to chemical-free skincare and natural and organic baby care products for their little ones. The rise of eco-friendly diapers and recyclable baby products reflects a broader trend towards environmentally conscious choices among health-conscious parent populations. The influence of social media and internet penetration is significant, driving awareness and shaping purchase decisions. As parents prioritize health benefits, hygienic surroundings, and holistic approaches to infant care, the Market continues to evolve, offering a diverse range of products to support babies, toddlers, and families alike.

Moreover, innovations in baby skincare and bath products, including baby body washes, moisturizers, and cleansing gels, cater to the specific needs of newborn baby's skin while ensuring hydration and nourishment. Manufacturers are focusing on organic ingredients and herbal products to offer preservative-free and synthetic-free solutions, addressing concerns such as rashes and allergies. Moreover, the e-commerce industry and personalized online shopping experience are transforming the way consumers interact with baby care products, providing convenience and accessibility. Gender-neutral baby care products and clothing promote inclusivity and challenge traditional stereotypes in the market. The report covers key aspects of baby care, emphasizing personal care products from various manufacturers. It highlights the importance of engaging infants in play activities for their development. Additionally, it advocates for the consumption of organic baby food for optimal nutrition and health benefits.

Furthermore, the market encompasses a wide array of essential items designed for the hygiene and comfort of infants and toddlers. From baby bath and shower products to baby moisturizers and skincare products, manufacturers in the baby care industry focus on providing safe, gentle, and effective solutions. Parents today are increasingly conscious of using organic and herbal products that are free from preservatives and synthetic ingredients. They are opting for eco-friendly packaging and gender-neutral clothing options, reflecting changing societal norms and a desire for inclusivity. In addition to traditional physical retail stores, the market is witnessing a surge in e-commerce platforms offering a wide range of reliable brand products tailored to meet the needs of health-conscious parent populations. The power of social media plays a crucial role in shaping purchase decisions, as it enables parents to access reviews, recommendations, and information about baby care products.

Market Scope
Report Coverage	Details
Page number	162
Base year	2022
Historic period	2017-2021
Forecast period	2023-2027
Growth momentum & CAGR	Accelerate at a CAGR of 5.61%
Market growth 2023-2027	USD 2.14 billion
Market structure	Fragmented
YoY growth 2022-2023(%)	6.28
Regional analysis	North America, Europe, APAC, South America, and Middle East and Africa
Performing market contribution	North America at 35%
Key countries	US, China, Japan, Germany, and UK
Competitive landscape	Leading companies, Market Positioning of companies, Competitive Strategies, and Industry Risks
Key companies profiled	Artsana Spa, Beiersdorf AG, Caboo, California Baby, D and G Laboratories Inc., Erbaviva LLC, Farlin Corp., Galderma SA, Honasa Consumer Pvt. Ltd., Johnson and Johnson, Laboratoires Expanscience, Me n Moms Pvt Ltd., Mothercare Plc, Natera Inc., Pigeon Corp., S.C. Johnson and Son Inc., Sebapharma GmbH and Co. KG, The Clorox Co., The Himalaya Drug Co., and Unilever PLC
Market dynamics	Parent market analysis, Market forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period.
Customization purview	If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market between 2023 and 2027
• Precise estimation of the market size and its contribution to the parent market
• Accurate predictions about upcoming trends and changes in consumer behavior
• Growth of the industry across North America, Europe, APAC, South America, and Middle East and Africa
• Thorough market growth and forecasting analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive market research and growth analysis of factors that will challenge the growth of market companies

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