During the forecast period, the adoption of baby oral care is expected to grow at a Compound Annual Growth Rate (CAGR) of 2.3%. The market size for baby oral care is projected to increase from US$ 1.31 Billion in 2023 to US$ 1.64 Billion in 2033.
Several factors are anticipated to drive the growth of the baby oral care market. Modern parenting practices, coupled with increased access to childcare products and services, are contributing to the rising adoption of baby oral care products. Furthermore, top companies and government programs focusing on improving children’s health and well-being are running mass awareness campaigns, which are expected to further fuel market growth.
Leading market players are expanding their market reach and diversifying their product offerings by introducing innovative baby oral care products. Examples include bamboo toothbrushes and fruit-based, chemical-free toothpaste. These innovations cater to the growing demand for eco-friendly and natural oral care solutions for infants.
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However, the baby oral care sector faces challenges, particularly from counterfeit goods. Counterfeit products can be of poor quality and pose risks to consumer safety, while also negatively impacting brand reputation. Early childhood caries, a prevalent dental issue affecting a significant portion of the global population, with prevalence rates ranging from 60% to 90% according to the World Health Organization (WHO), highlights the importance of reliable and authentic baby oral care products.
The development of organised distribution channels, including supermarkets, hypermarkets, grocery stores, convenience stores, and department stores, is also offering manufacturers a lucrative opportunity for growth.
Key Takeaways from Market Study
- With a revenue share of more than 30.0%, the toothpaste sector dominated the market in 2021. In the upcoming years, the prevalence of cavities, gum disease, and tooth decay will increase, driving up toothpaste consumption.
- In 2021, the home segment’s revenue share was above 70.0% of the total market. In the long run, increased disposable income and spending on oral hygiene products will fuel market expansion. The home market makes the most use of oral care items.
- With a revenue share of more than 35.0% in 2021, the hypermarkets and supermarkets category dominated the industry. These markets bring together a wide range of goods from various brands.
- In 2021, Asia Pacific had a revenue share of about 35.0%, dominated the market. Long-term revenue growth will be highest in Asia Pacific due to its vast population and rising parental awareness of oral health, particularly in China and India.
- Europe, Latin America, and the Middle East and Africa are expected to see moderate revenue growth, owing to increased awareness of innovative oral hygiene products among individuals in many of these regions.
- Snazzy, a start-up in direct-to-consumer dental care, has secured $2.2 million in seed funding from YCombinator, Form Capital, Goodwater Capital, and ANIM Fund. Along with other investors, the round included Kunal Shah (founder of CRED), Bobby Goodlatte (angel investor at Stripe and Coinbase), Eric Idiahi (partner at Verod Capital), and others.
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Competitive Landscape
There are many domestic and foreign competitors in the fiercely competitive baby oral care sector. To improve their market positions, the firms are implementing strategic techniques like joint ventures, mergers and acquisitions, and product innovation. To help children’s dental health and oral motor skills, Safe-O-Kid, one of India’s fastest-growing baby product brands, introduced innovative Oral Care and Sensory Kits in July 2022. Children up to the age of 12 can buy the product.
Some of the Key Players Operating in the Baby Oral Care Market Include:
- Colgate-Palmolive Company
- Johnson & Johnson
- Church & Dwight Co. Inc.
- Unilever
- Proctor & Gamble
- Pigeon Corporation
- Anchor Group
- Oriflame
- Amway
- Dr. Fresh
- Chattem
- Dabur
- Splat Baby
Key Segments Covered in the Baby Oral Care Market Report
By Product:
- Toothpaste
- Toothbrush
- Denture Products
- Mouthwash
- Others
By Application:
- Home
- Dentistry
By Distribution Channel:
- Hypermarkets/Supermarkets
- Specialty Stores
- Online Retailers
- Others
By Region:
- North America
- Latin America
- Western Europe
- Eastern Europe
- Asia Pacific excluding Japan (APEJ)
- Japan
- Middle East & Africa (MEA)
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