Cosmetics and skincare have come a long way from being only focused on the female to a huge variety range of products specifically targeted towards babies & infants. The growth of the market has been successful in inspiring the already existing cosmetic brands to cater to this segment too. The recent publication of Bonafide Research- under the title of Global Baby Cosmetics & Toiletries Market Outlook, 2026, gives a clear market analysis for the industry, inclusive of different product categories and segments.
In the year 2015, the market was valued at USD 59410 Million backed by a constant introduction of different products of baby cosmetics and the entrance of several brands in the market. As the number of working women increased, there has been an incline in the spending power also. Coupled with this, the increasing use of the internet has made it possible for the new parents to understand and explore the new product range. Yet the market growth is hurdled by the number of hurdles, of which the stringent regulations across different companies play a major role. The growth of baby toiletries can be associated with the increasing recommendation from medical practitioners for the better skin nourishment of the baby. Parents even in the developing economic situation are willing to pay a higher price for premium quality products.
The overall increasing birth rate has been a major support to the market growth of baby cosmetics and toiletries. Even though the babies are the ultimate users, the parents remain the decision-makers, who don’t want to compromise on anything. With the extensive penetration of internet, the young parents are now demanding the organic alternative of these products. The manufacturers have now shifted their focus towards the inclusion of natural ingredients extracts like jojoba oil, almond oil, avocado oil, and beeswax. This baby cosmetic & toiletries market has been classified into the product segments of baby diapers, baby skincare products, baby bathing products, baby wipes, baby oral care, and baby massage oil. The market is led by the baby diaper segment for its obvious high uses. This segment accounted highest market share, the combined share of the rest of the product segments. In the historic period, massage oil grew as the fastest segment with a CAGR of 7.14%. The use of essential oils in the massage oil enhances the bay skincare regime.
Baby oil is much similar to human oil, which is a refined byproduct that is leftover of oil refining. Applying baby oil seals each cuticle and thus preventing moisture loss. The competitiveness in this market remained quite high given the presence of a large number of local brands and the traditional practices of making oil at home in countries like China & India. Smart diapers are the most recent innovation in baby diapers. They have a small patch that is fixed to the diaper which reacts when they come in contact with certain bacteria or water content. The major advantage of these diapers is that the frequency of change is much less, and thus relieving parents' tension & saves time.
By the forecasted period, the advancement towards packaging is expected to provide a harder push to the market. Clean label products and sustainable products are being demanded more by the parents. The leading marketers are to target young mothers with a marketing campaign focused on the mother-child bond and organic products. With growing awareness and understanding of the need, the baby wipes segment is also to grow considerably in the coming period. The use of dry wipes has been on the higher end in the recent period, however, wet wipes are to be the fastest-growing segment in the forecasted period. The baby oral care segment held to less than 2% in the market, yet is likely to become the fastest-growing segment in the forecasted period. On the other hand, the baby skincare segment is to be the slowest growing one with a CAGR of 5.57%. The ease of choosing from the lot and being a one-stop solution is the reason for the high dominance of the supermarket/hypermarket as a sales channel, holding nearly 40% of the share. Yet, with the lifestyle change, the pre-occupied parents now prefer online shopping, which is to let the online sales channel grow at an anticipated growth rate of 10.33%.
Asia leads the global baby cosmetics & toiletries market, with an approx. of 40%, backed by China. China is not the market leader, but also the industry’s biggest manufacturers & supplier. Apart from China, the growing population & awareness in India also aids the Asia Pacific market to grow as the market leader. The market of Europe & North America is to register a comparatively slower growth, already being a well-penetrated market. The Middle East & Africa market is demographically very lucrative but has very diverse economic profiles. Latin American region has economically been unstable, showing inflationary and recessionary trends; only to be made worst because of the Covid 19 pandemic. However, well-developed markets face a demographic challenge of falling fertility rates and falling population growth. While the international brands are leveraging in the baby cosmetic & toiletries market, the Asia Pacific & Middle-East and Africa the leading brands find it difficult to compete against the local unbranded players. The leading manufacturers are concentrating on the position in the physical stores as well as are investing heavily in online sales promotions.