Baby Cleaning Products Market Size, Share & Trends Analysis Report By Product (Cleaning Wipes, Bottle Wash, Laundry Detergents), By Sales Channel (Retail, Non-retail, E-commerce), By Region, And Segment Forecasts, 2023 - 2030

Report Overview

The global baby cleaning products market size was valued at USD 4.0 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 4.6% from 2023 to 2030. Demand for baby cleaning products is slated to increase due to rising awareness about baby hygiene, growing innovation in baby cleaning products, and increasing disposable income in developed countries.

Rising awareness regarding baby hygiene and various initiatives being undertaken to promote the same are among the primary growth stimulants for the market. For instance, in October 2018, the United Nations International Children's Emergency Fund (UNICEF), in collaboration with BBC Media Action, funded a project named Baby WASH in Zequalla and Sekota Woredas in Northern Ethiopia.

The main motive of this project was to reduce microbial contamination in young children and babies. Such initiatives are anticipated to encourage parents to use baby cleaning products, such as baby wash, wipes, and baby-specific laundry detergents and fabric conditioners, instead of regular products to prevent contamination. This, in turn, is expected to spur the market's growth.

In addition, lack of hygiene and sanitation leads to several complications, such as rashes, itchiness, and blisters, in babies or children. The increased willingness of parents to spend on their babies' hygiene is estimated to provide a fillip to the market. Several companies are trying to develop innovative products which are expected to support the growth of the overall market. For instance, in July 2022, Johnson & Johnson Consumer Health announced the launch of the Vivvi & Bloom brand for babies and toddlers, which is developing skin and hair care products formulated with purposeful ingredients. The Vivvi & Bloom brand was co-created with Millennial and Gen-Z parents and caregivers to develop products that suffice their expressed needs.

Incorporating organic ingredients in baby cleaning products is expected to propel the demand for such products. Earlier, harmful chemicals or ingredients such as sodium lauryl sulfate, phthalates, lanolin, and cornstarch in baby cleaning products have resulted in several complications in babies, such as rashes, irritation, and blisters. In addition, sulfates tend to irritate the soft and sensitive skin of babies easily, and if used near the eyes, they have an increased chance of being absorbed by the skin.

Aloe Vera and other natural ingredients are skin friendly and provide extra moisture to baby skin, leading to a relatively low risk of rashes and other complications. Furthermore, GreenShield offers organic laundry detergents, which are devoid of harmful chemicals and suitable for cleaning baby clothes effectively.

Low disposable income and less awareness about baby hygiene in some developing countries are expected to hinder the market's growth over the forecast period. Countries such as Korea, Mexico, and South Africa generally have low disposable income. Laundry wash is expected to command the largest market share owing to its frequent usage for cleaning baby clothes and maintaining hygiene. However, bottle wash is anticipated to witness the fastest growth over the forecast period due to increasing awareness of baby hygiene among parents.

Using a proper bottle wash is very much essential for maintaining hygiene and sanitation. Normal bottle wash generally contains certain harmful ingredients, such as Sodium Laureth Sulfate (SLES), Sodium Lauryl Sulfate (SLS), and artificial fragrance, which remain in the bottle even after proper washing. Such chemicals may have harmful effects on babies.

Baby-specific cleaning wipes are generally organic, gentle, and safe on baby skin. Brands such as Pampers, Huggies, BabyGanics, Pigeon, and Johnson & Johnson offer baby-specific cleaning wipes. In addition, these wipes are easily available at affordable prices through various sales channels.

Product Insights

The market is segmented based on products into bottle wash, fabric conditioners, cleaning wipes, vegetable wash, laundry detergents, and cleaning sprays. The laundry detergent segment accounted for the largest revenue share in 2022. Baby-specific laundry detergents are generally mild and safe without any artificial chemical fragrance. Standard laundry detergents contain harsh chemical content, which may create irritability on the delicate skin of babies. Baby-specific laundry detergents are hypo-allergic, chemical fragrance-free, without brighteners, and contain organic content. In addition, such laundry detergents are biodegradable, non-toxic, and almost 96.0% plant-based content. Greenshield Organic, All Free Clear, Dreft, BabyGanics, ECOS, and Mrs. Meyers are some brands that commercialize baby-specific laundry detergents at affordable prices.

The bottle wash segment is expected to grow at the fastest CAGR during the forecast period. The growth of the segment is due to rising awareness regarding baby hygiene. Using a proper bottle wash is imperative for maintaining hygiene and sanitation. Normal bottle wash generally contains certain harmful ingredients, such as Sodium Laureth Sulfate (SLES), Sodium Lauryl Sulfate (SLS), and artificial fragrance, which remain in the bottle even after proper washing.

These chemicals may have harmful effects, cause hormonal dysfunction, and be carcinogenic for babies. Thus, baby-specific bottle wash is preferred for safety. Such products are generally organic and free from harmful ingredients. Thus, these factors are poised to boost the demand for baby-specific bottle wash over the forecast period. Evorie offers a liquid cleanser made from 100% natural plant extract, which is capable of cleaning baby bottles, fruit, and vegetables.

Sales Channel Insights

The retail sales channel segment accounted for the largest revenue share of over 50% in 2022. Several buying schemes and the availability of a wide range of options encourage buyers to opt for the retail sales channel. Johnson & Johnson, Pigeon, and Procter & Gamble are some brands offering more discounts on products through retail sales channels than other sales channels. Hence, all these factors are projected to contribute to the segment's growth during the forecast period.

The e-commerce sales channel segment is estimated to register the fastest CAGR of 5.0% over the forecast period. The segment's growth is attributed to the availability of various online sites. Affordable discount rates and a wide range of products are added advantages of this segment. Low delivery costs and purchase reviews on online sites about various products are also vital to the segment's growth. Amazon, Firstcry, Buy Buy Baby Inc., and Dapple are some of the popular online sites for baby care products.

Regional Insights

North America dominated the market and accounted for the largest revenue share of over 35% in 2022, owing to the increasing birth rate and the constant launch of new product lines related to baby care by major key players. In addition, innovative marketing strategies being adopted by major key players to promote and market baby care-related products are estimated to encourage the adoption of these products, which in turn is expected to stimulate the growth of the regional market.

Various initiatives related to baby hygiene are undertaken by major key players, which is expected to propel the U.S. market. The increasing incidence of diseases related to poor hygiene and sanitation is expected to augur well for the market in the country. For instance, as per World Vision International, every year, around 159 million children under the age of 5 years face the problem of stunted growth; around 45.0% of child deaths occur due to undernutrition, and 50.0% of underweight status is due to poor hygiene and sanitation.

Multiple initiatives related to baby hygiene are being undertaken by local and major UK players, which are expected to boost market growth over the forecast period. For instance, Essity, one of the world’s largest players in the market for baby cleaning products and Europe, has introduced new product lines related to baby hygiene, which is anticipated to increase the scope for growth in the market.

Asia Pacific is expected to expand at the fastest CAGR of 4.9% during the forecast period. The region’s fast growth can be attributed to the significant population of infants and newborns, which creates a high demand for baby cleaning products. Furthermore, urbanization and the growth of the middle class have resulted in changing consumer preferences, with a greater emphasis on convenience and product variety. These factors collectively contribute to the growth of the baby cleaning products market in the region.

Key Companies & Market Share Insights

Key players are trying to bring innovation in baby cleaning products to sustain in the market. Furthermore, the increasing consumer preference for sustainable products has led market players to develop environment-friendly products. For instance, in February 2022, Pigeon Corporation announced the launch of a baby skincare line Natural Botanical Baby. The new line of products is safe for baby's skin and the environment; it is developed to attract millennial and Gen Z parents due to their increasing preference for sustainable products. In addition, in April 2022, ARM & HAMMER announced the launch of ARM & HAMMER Baby Hypoallergenic Liquid Laundry Detergent. The liquid detergent developed for infants and newborns is free from dyes, preservatives, and harsh chemicals.

Companies are also taking initiatives to maintain customer transparency by disclosing their product content. For instance, in August 2018, Johnson & Johnson announced the disclosure of 100.0% ingredient composition used in their baby products range. Such initiatives may help maintain genuine consumer relationships, thereby increasing the company's customer base. The following are some of the major participants in the global baby cleaning products market:

• Johnson & Johnson Consumer Inc.

• Koninklijke Philips N.V.

• Pigeon Corporation

• Admar

• Mayborn Group Limited

• KCWW

• Procter & Gamble

Baby Cleaning Products Market Report Scope

Global Baby Cleaning Products Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global baby cleaning products market based on product, sales channel, and region:

• Product Outlook (Revenue in USD Million, 2018 - 2030)

  • Bottle wash

  • Vegetable wash

  • Cleaning wipes

  • Laundry detergents

  • Fabric conditioners

  • Cleaning sprays

  • Others

• Sales Channel Outlook (Revenue in USD Million, 2018 - 2030)

  • Retail

  • Non-retail

  • E-commerce

• Regional Outlook (Revenue in USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

    • Denmark

    • Sweden

    • Norway

  • Asia Pacific

    • Japan

    • China

    • India

    • Australia

    • Thailand

    • South Korea

  • Latin America

    • Brazil

    • Mexico

    • Argentina

  • Middle East and Africa

    • South Africa

    • Saudi Arabia

    • UAE

    • Kuwait