The baby powder market is currently valued at US$ 1,023.44 million in 2023 and is projected to reach US$ 1,800 million by 2033. Anticipated adoption of baby powder is set to progress at a compound annual growth rate (CAGR) of 5.8% throughout the forecast period. The increasing preference for organic ingredients in baby talc powder is driving significant growth in the market. Consequently, the market witnessed a year-on-year sales growth of 5% in 2022.
For example, the market leader in baby powder is Johnson & Johnson Company; they increased their lines of products by introducing three variants such as corn–starch–based halves.
In recent years, numerous studies have suggested that talcum powder exposure may lead to poisoning when using baby powder containing talc. Ingesting talc can cause symptoms such as fever, coughing fits, twitching seizures, and epileptic convulsions, which can ultimately be fatal. As a result, manufacturers are increasingly substituting talcum as the primary ingredient in baby powder with plant-based alternatives such as cornstarch, arrowroot powder, rice flour, baking soda, and tapioca starch.
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Key Takeaways of Baby Powder Market Study
- Talc-based baby powder was a dominant segment in the market. However, corn-starch-based baby powder is expected to gain considerable traction during the forecast period, attributable to perception of corn-starch as a safer and organic ingredient with relatively larger particles as compared to talc.
- North America and Europe combined account about 50 percent of market share in global baby powder market owing to high penetration rate in these regions.
- The premium price products segment is estimated to witness a significant CAGR growth in the global baby powder market over the forecasted period, owing to premiumization of baby powders associated with high safety and quality standards.
- The product availability of conventional baby powder is high in the market as compared to organic baby powder. Also, organic baby powder are relatively expensive. As a result, conventional baby powder has high sales.
Developing Countries to Offer Lucrative Opportunities
For the past decade, developed countries dominated the baby powder market owing to product availability and awareness among consumers. However, this trend is shifting towards the emerging markets. Countries such as Niger, Uganda, and Nigeria, are anticipated to have the highest birth rates in the forecast period. Therefore, the Middle East and Africa is considered a highly lucrative market for manufacturers of baby powder.
Moreover, countries such as China and India have a massive population, out of which approximately 20% are babies. Generating general awareness among the population in such developing countries is expected to create numerous opportunities in the current market scenario.
Who is Winning?
Some of the key players operating in the baby powder market
- Artsana Group
- Asahi Group Foods Ltd
- The Burt’s Bees
- California Baby
- Chattem, Inc.
- GLÜKi Organics
- Johnson & Johnson
- Kimberly-Clark Corp
- Libero
- Lion Corporation
- Mamaearth
- Mann & Schröder GmbH
- Mee Mee
- Mothercare
- Oriflame Holding AG
- Osotspa Company Limited
- Pigeon
- Prestige Consumer Healthcare, Inc.
- Procter & Gamble Co.
- PZ Cussons
Several prominent and emerging market players are significantly investing in research and development activities to introduce new corn-starch based baby power. Besides this, global market players are acquiring the small scale and new entrants in the market those are offering either herbal products or organic products. They are also willing to spend more on promotion and marketing of products through pediatricians and doctors. This way consumers develop a belief on the safety of the products.
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Baby Powder Market By Category
Ingredient:
- Talc-based
- Corn-starch-based
Price:
- Mass
- Premium
Nature:
- Conventional
- Organic
Sales Channel:
- Direct Sales
- Modern Trade
- Convenience Stores
- Departmental Stores
- Specialty Stores
- Mono Brand Stores
- Online Retailers
- Drug Stores
- Other Sales Channels
Region:
- North America
- Latin America
- Europe
- East Asia
- South Asia
- Oceania
- MEA
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