Baby bath products: Key market research findings
- EMEA dominates the market geographically
- Bath soaps account for a majority of the market’s revenue
- Key vendors – Beiersdorf, Chicco, Johnson & Johnson, Mamas and Papas, and Pigeon
Technavio’s market research analysts predict the global baby bath products market to grow at a CAGR of around 6% between 2016 and 2020. The demand for baby bath products is spurred by the initiatives taken by governments to create awareness about baby hygiene. The primary reason for an increase in the number of informed consumers globally is the exposure to reliable information and the growing awareness about products and services through the Internet, television, and other sources of information. Babies who are not washed and bathed regularly could develop skin conditions such as cradle cap. The global market for baby bath products was dominated by EMEA with a market share of around 36% in 2015. Factors such as a rise in disposable income, increased interest in natural and organic products, and an increase in dual-income households are expected to fuel the demand for baby bath products in EMEA during the forecast period.
The new market research report from Technavio presents a breakdown and analysis of the baby bath segments based on the product.
“The market is currently witnessing an increase in the demand for multifunctional baby bath products. Vendors in the market are focusing on innovation in terms of product offerings and packaging to build brand appeal and loyalty among consumers. Hipp Baby, based in Austria, offers its Liquid Soap product in a bottle shaped in the form of a duck that looks like a toy to appeal to younger consumers. The brand was able to create an identifiable brand image for the product through its distinctive shape, texture, and visual packaging elements,” says Brijesh Kumar Choubey, Lead Analyst, Consumer & Retail, Technavio Research.
By 2020, the baby bath soaps/wash segment will account for almost 54% of the overall market revenue to continue its dominance as the key revenue generator in the global baby bath products market. The segment includes baby bath soaps, baby body washes, and baby bubble washes. APAC was the market leader with the largest share in the global baby bath soap market by accounting for over 50% of the revenue generated from this segment. This can be attributed to the prevailing infant population, growth in online buyers, rising literacy, growing awareness about buying quality products, and an increase in brand awareness.
The key vendors in the global baby bath products market include Beiersdorf, Chicco, Johnson & Johnson, Mamas and Papas, and Pigeon. The global baby bath products market is characterized by the presence of well-diversified international and regional vendors. International players dominate the market and are expanding their presence in South and Central America, APAC, and MEA. The prevailing competition and frequent changes in consumer preferences such as the shift from synthetic to natural products constitute significant risk factors for vendors. Therefore, to survive and succeed in this competitive market, it is imperative for vendors in the market to distinguish their product offerings through a clear and unique value proposition.
A more detailed analysis is available in the Technavio report, Global Baby Bath Products Market 2016-2020.
We can customize reports by other regions and specific segments upon request.
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