Baby Care Products Market

Baby Care Products Market Size

The global baby care products market size was estimated at 107.6 billion in 2024 and is anticipated to register a CAGR of 4.3% between 2025 & 2034.  The growth is mainly due to an increase in birth rates worldwide. For instance, Estonia, Iceland, and Sweden have shown definite signs of rising total fertility rates (TFR) in recent years.

In the 2023 reports published by the U.S. Bureau of Economic Analysis (BEA), disposable personal income (DPI) in the U.S. increased by 6.1% in 2023 compared to the previous year. This growth has been driven by factors such as wage increases, government transfers, and a strong labor market. For instance, the disposable income in the U.S. increased to USD 61,296 per capita, which reflects an increased capacity to spend.

Furthermore, the market for baby care is evolving, due to technological advancements. Even with the high-tech baby monitors, multifunctional baby gear, and eco-friendly diapers, parents are finding new ways to seamlessly integrate caring for their children into their busy lifestyles. Parents are adopting smart devices. According to the Juvenile Products Manufacturers Association (JPMA), sales of advanced baby monitors increased by 8% in 2023.

These devices now feature AI-powered cry detection, real-time health monitoring (e.g., heart rate and oxygen levels), and integration with smartphones. The parents striving for responsible parenting is also reflected in the Baby Products Association which noted a significant rise in the demand for eco-friendly baby products. The Baby Products Association (BPA) highlights that 75% of millennial parents prioritize sustainability when purchasing baby products.

In the U.S., NielsenIQ data shows that spending on infant care products (including diapers, baby food, and skincare) increased by 7.2% in 2023, outpacing overall retail growth. This is directly linked to higher disposable incomes and a willingness to spend on premium products. E-commerce has additionally helped in removing barriers to access for some baby care products. Today, most parents are able to purchase different products via the internet, making it easier for them to be informed before making the purchases. According to the United States Census IP, the sale of baby care products through e-commerce grew by 12% in 2022.

Baby Care Products Market Trends

• The Organic Trade Association (OTA) reports a surge of 12% in the sales of organic baby products for the previous year in 2022. Modern day parents are on the market looking for products that are effective for their children but also have little to no impact on the environment. Hence, organic baby food, biodegradable diapers, and natural skincare products for babies are on the rise. There are brands such as Johnson & Johnson, that are noticing a sudden growth in sales because of consumers’ preference for eco-friendly biodegradable raw materials.
  
• On the other hand, parenting and technology are combining at a very fast pace. In the U.S., the consumer technology association recommends that smart baby monitors and health trackers for babies have registered an increase of approximately 15% each year. This means parents can monitor their children from anywhere. Companies such as Owlet provides smart socks that monitor a baby’s heart rate and oxygen levels.
  

Baby Care Products Market Analysis

Learn more about the key segments shaping this market

Download Free PDF

• The market by age group is segmented into Newborns (0-2 months), Infants (3-6 months), Crawlers (7-12 months) and Toddlers (1-3 years).
  
• Crawlers (7-12 months) segment generated a revenue of USD 40.5 billion in 2024 and is anticipated to surpass USD 63.9 billion level by 2034.
  
• As children go through this stage, the changes undergoing initiate the demand for new props to be used as aids during the learning phase. These toys meet new teething needs, as well as the newly emerging safety issues.
  
• According to data from the Juvenile Products Manufacturers Association (JPMA), sales of these products have increased by over 15% during the past year. Parents have started to focus on items that aid children during the development phase. The educational toys and the appropriately soked supplements have seen a rise in demand by over 20% according to the U.S. Department of Health and Human Services.
  

Learn more about the key segments shaping this market

Download Free PDF

• The baby care products market by price range is segmented into low, medium, high.
  
• The medium was the leading segment in this market in 2024 with revenue greater than 58.4 billion and has a market share of 54.3%.
  
• This is fueled by the growing purchasing power of the middle class, especially in developing countries. Such families are more inclined to spend on baby care products that satisfy certain quality expectations relative to their price.
  
• Parents are more informed and conscious about health issues, therefore, there is greater emphasis on safety products as well as comfort and effectiveness. Another contributor to the market growth is the increasing number of dual income families. Such families tend to spend more on baby care products and consider moderate spending with organic, hypoallergenic and easy to use design and added safety elements.
  

Looking for region specific data?

Download Free PDF

• The U.S. baby care products market is very active because both the boomers and millennials are economic contributors. Organic and natural products are increasingly popular because of boomers and millennials being health conscious. These changes are also influenced by increased purchasing power. The surge in e-commerce helps the introduction of innovative medically oriented baby care products such as hypoallergenic and chemical-free items as well.
  
• Moreover, the expanding population of employed women has heightened the need for convenient but efficient baby care products thus increasing the demand on the market and the supply. The Juvenile Products Manufacturers Association (JPMA) estimates reveal that, in the US market, there will be a steady increase with no major shifts, but the emphasis will always be on safety and quality.
  
• North America: In 2024, the baby care products market revenue for the U.S. was around USD 33.6 billion and is expected to reach USD 50.6 billion by 2034. Nowadays, parents in the US are ready to spend on the best available care products for children, which is achievable due to better earnings.
  
• Similarly, In Canada, the growth of the baby care market is also driven by higher birth rates of Millennials and increased immigration. The government is encouraging this trend with policies like parental leave and child benefits, which allow families to spend more money on baby care.
  
• Asia Pacific: With an estimated revenue of 8.7 billion U.S. dollars, China was the leader from 2021 to 2023. There are expectations that this value will grow at a CAGR of 5.7 % from 2024 to 2032. One of the main factors stimulating growth is a large population and an increasing number of births resulting from the easing of the one-child policy.
  

Baby Care Products Market Share

• The top 5 companies in the market such as Procter & Gamble Co., Johnson & Johnson, Kimberly-Clark Corporation, Abott Laboratories, Nestlé S.A., holding a market share of 30%-35%.
  
• In the market, Johnson and Johnson has the largest share due to its comprehensive product portfolio. The company manufacturers, baby shampoos, lotions, and powders from Johnson & Johnsons have become staples due to its safety standards and dermatologically tested formulations. 
  
• For instance, Johnson & Johnson also introduced a new ‘Cotton touch’ product line of baby lotion and wash for infants that is infused with natural cotton. Their formulation is paraben, sulfate and dye free, which is appropriate for newborn skin. Cottontouch provides non greasy hydration and still feels soft.
  
• P&G has a diverse product portfolio of baby-care products, including diapers, wipes, baby oil, lotion, etc. The company has strong brand recognition, diverse product portfolio, and continuous innovation in their product lines.
  
• Kimberly-Clark specializes in diapers and wipes that has defined quality and characteristics. They have established brand visibility, product development like features of the diaper, which very effectively contributes to their market share
  

Baby Care Products Market Companies

Major players operating in the baby care products industry are:

• Abbott Laboratories   
• Artsana Group
• Babyganics LLC
• Burt's Bees (Clorox Company)
• Carter's, Inc.
• Graco (Newell Brands)
• Johnson & Johnson    
• Kimberly-Clark Corporation   
• Laboratoires Expanscience
• Munchkin, Inc.
• Nestlé S.A.      
• Pigeon Corporation
• Procter & Gamble (P&G)       
• Seventh Generation Inc.
• The Honest Company
  

Baby Care Products Industry News

• In February 2024, Kimberly-Clark launched the Huggies diaper brand introduction in the India market and has since then introduced new versions of the product for the Indian conditions.
  
• In October 2023, Burt’s Bees launched baby skin care products made from natural ingredients. This includes gentle cleansers, lotions, and diaper rash creams that do not contain parabens, phthalates and synthetic fragrances.
  

This baby care products market research report includes in-depth coverage of the industry, with estimates & forecasts in terms of revenue (USD Billion) and volume (Million units) from 2021 to 2032, for the following segments:

Click here to Buy Section of this Report

Market, By Product Type

• Baby diapers and wipes
  • Baby diapers
    • Disposable diapers
    • Reusable diapers
  • Baby wipes
    • Wet wipes
    • Dry wipes
• Baby food and formula
  • Infant formula
  • Baby food
• Baby skincare and bath products
  • Baby lotion and creams
  • Baby shampoo and wash
  • Other accessories
• Baby clothing and apparel
  • Top wear
  • Bottom wear
  • Rompers
  • Others
• Feeding and nursing products
  • Baby bottles
  • Pacifiers
  • Feeding accessories
• Toys and educational products
• Safety and security products
  • Baby monitors
  • Baby strollers
  • Safety gates
  • Others
• Furniture and bedding
• Others

Market, By Age Group

• Newborns (0-2 months)
•  Infants (3-6 months)
• Crawlers (7-12 months)
• Toddlers (1-3 years)

Market, By Price Range

• Low
• Medium
• High

Market, By Distribution Channel

• Online
  • Ecommerce
  • Company owned website
• Offline
  • Supermarket/hypermarket
  • Specialty stores
  • Pharmacies and drugstores
  • Other retail formats

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia 
• Latin America
  • Brazil
  • Mexico 
• MEA
  • Saudi Arabia
  • UAE
  • South Africa