Report

Global baby powder market size was valued at USD 1.73 billion in 2023, expected to reach USD 2.99 billion in 2031, with a CAGR of 7.1% for the forecast period between 2024 and 2031. The baby powder market is dominated by talcum powder, although there has been a shift towards cornstarch-based alternatives owing to health concerns associated with talc. Baby powder is a fine powder typically used for infants and toddlers due to its soft texture and pleasant fragrance. It is primarily composed of talc or cornstarch as it serves various purposes, such as preventing diaper rash, absorbing moisture, and providing a soothing effect on the baby's delicate skin. Furthermore, baby powder is used by women for their intimate parts to reduce feminine odour. Additionally, adult men and women use baby powder to help soothe rashes and ease friction on the skin.
The product has evolved with hypoallergenic and fragrance-free options to cater to diverse consumer preferences and needs. In recent years, there has been a growing demand for natural and organic formulation reflecting an industry wide trend towards cleaner and safer ingredients. With a growing awareness among consumers for environmental sustainability, eco-friendly practices are becoming a major factor in influencing consumer choice. As regulatory scrutiny continues, manufacturers are adapting to meet evolving standards and consumer preferences which are shaping the future of this childcare product.
Asia-Pacific region shows dominance in the global baby powder market with a combination of population demographics, and evolving consumer tastes and preferences. The average birth rate in Asia for the year 2021 was 16.97 births per 1000 people. Countries such as India, China, and Japan are witnessing a surge in the demand for baby care products, including powders, due to an increase in middle-class population along with the overall population of the region. Moreover, the big and vast manufacturing facilities in the region enable the cost-effectiveness of production.
Multipurpose Baby Powder to Expand its Market Beyond Infants
Baby powder's multipurpose usage extend beyond infant care, while finding applications in various aspects of adult life. Adults use baby powder for personal hygiene, particularly in areas prone to moisture accumulation, such as underarms and feet, to absorb sweat and prevent chafing. Its ability to reduce friction makes it an ideal choice for athletes and individuals engaged in physical activities. Furthermore, baby powder is a dry shampoo alternative, absorbing excess oil from scalp and hair, refreshing and adding volume between washes. In skincare, adults use it to soothe irritation and itching caused by heat rash or minor skin conditions, due to its cooling and absorbent properties. Additionally, baby powder is useful in household tasks such as removing grease stains from clothing, deodorizing shoes, freshening carpets, and preventing squeaky floorboards. Its versatility, coupled with affordability and availability, makes it a staple in many households, catering to a wide range of needs beyond its original intended use for infant care.
In October 2022, R for Rabbit launched its latest product line 'Pure & Beyond', venturing into baby care with skin and body care essentials. The range includes creams, lotions, soaps, body washes, shampoos, powders, and oils made from organic and plant-based ingredients such as almond, lavender, oatmeal, coconut, and avocado.
Incorporating Baby Powder into Daily Hygiene Routine
Baby powders are essential to maintain cleanliness and comfort for infants. Parents incorporate baby powder into their baby's daily routines to prevent diaper rash, which is a common concern for babies due to prolonged exposure to water. During diaper changes, applying baby powder helps to absorb excess moisture and create a dry barrier between the skin and the diaper, reducing the likelihood of irritation.
Additionally, baby powder is used in skin folds and creases to maintain dryness, particularly in chubby or sensitive areas prone to friction. Parents may use baby powder after bathing to keep the baby's skin fresh and dry. Proper storage and handling of baby powder are crucial to prevent contamination and maintain hygiene standards. While applying baby powder, parents are advised to ensure it is gently massaged onto the skin to minimize airborne particles. Overall, incorporating baby powder into hygiene practices helps promote infant well-being by safeguarding against skin irritation and maintaining optimal skin health.
In April 2022, Chicco, a prominent global baby care brand, launched its latest line of advanced Baby Moments cosmetics, that do not contain Phenoxyethanol. The new product range features baby talcum powder, and is enriched with several natural ingredients sourced entirely from vegetarian origins, renowned for their nourishing properties on baby's delicate skin.
Growing Parental Disposable Income Leading to the Growth in the Market
The evolving parental spending patterns, driven by increasing disposable incomes, play a crucial role in shaping the baby care product market, particularly the sales of specialized and branded baby powders. The United States experienced a 0.5% increase in disposable personal income from October 2023 to November 2023. As disposable incomes rise, parents are more inclined to prioritize premium and high-quality products for their infants. It includes a willingness to invest in specialized baby powders from well-known brands, driven by the perception that these products offer enhanced safety, efficacy, and overall quality. The trend highlights a shift from necessities to more premium options, positively impacting the market as parents seek the best possible care for their infants and are willing to allocate a greater share of their disposable income to ensure the well-being and comfort of their children.
In October 2023, Herby Angel launched Bala Ashwagandhadi baby care product line. The range of eight organic, Ayurvedic products is available on Herby Angel's website, Amazon, and FirstCry for selling other items along with baby powder.
Growing E-commerce Trend Increases the Demand for Baby Powder
The increasing growth of e-commerce has significantly influenced the baby care product market, including baby powders. The expanding prevalence of online platforms offers consumers with unparalleled convenience and accessibility to a diverse array of baby care products. According to the Census Bureau of the Department of Commerce, the estimate for U.S. retail e-commerce sales in the third quarter of 2023 increased by 2.3 per cent from the second quarter of 2023 and by 7.6 per cent increase from the third quarter of 2022.
Parents seeking efficiency and a broad product selection, are increasingly turning towards e-commerce for their baby care needs. The ease of browsing, comparing, and doorstep delivery complements the busy lifestyles of modern consumers. The shift to online shopping contributes substantially to the overall expansion of the baby powder market, as digital platforms become instrumental in connecting consumers with a wide range of products, fostering competition, and enhancing the overall shopping experience for parents worldwide.
Impact of COVID-19
The global baby powder market has experienced significant impacts due to the COVID-19 pandemic. Continuous lockdowns, travel restrictions, and economic instability have led to a shift in consumer behavior which has further impacted the demand and supply of baby powder. Additionally, the pandemic has led to an increase in hygiene awareness and focus on home-based activities, owing to home remedies for kids. In addition, it has increased the demand for natural and organic products as people become more concerned about their health.
The shift in consumer preferences has resulted in a shift towards trusted and established brands, emphasizing safety and reliability. Furthermore, E-commerce channels have gained prominence as consumers turned to online platforms for their shopping needs.
However, production challenges, transportation issues, and workforce disruptions have impacted the supply side leading to the occasional shortages and fluctuations in product availability which has resulted in long delivery dates on e-commerce platforms. As the global economy is expected to stabilize, with ongoing trends of digitalization and health-conscious consumption, the market is shaping and will see growth.
Key Players Landscape and Outlook
In competitive landscape of global baby powder market, key players include multinational corporations and niche brands. Sebapharma GmbH & Co. KG is a major player and has held a significant market share with its iconic baby powder products. Other prominent manufacturers include Beiersdorf AG, Mothercare plc, and Artsana S.p.A. These market leaders are known for their extensive product lines, global distribution networks, and brand recognition. Additionally, emerging players are focusing on organic, natural, and eco-friendly formulations that has seen a growing demand due to the shift in consumer preferences. The market is characterized by innovation in product development, packaging, and marketing strategies to address evolving regulatory standards and consumer demands. Strategic collaborations, mergers, and acquisitions are prevalent as companies seek to strengthen their market positions and expand their product portfolios in response to changing trends and competitive dynamics.
In October 2023, Johnson's Baby Powder introduced a new cornstarch formula for its latest baby powder launch. The innovative formula is derived from plants containing aloe and vitamin E, providing several advantages to both parents and babies. The product claims to be clear of phthalates, dyes and parabens which makes it safe for the gentle skin of babies.