GVR Report cover Baby Cleaning Products Market Report

Baby Cleaning Products Market Analysis Report By Product (Cleaning Wipes, Bottle Wash, Laundry Detergents), By Sales Channel (Retail, Non-Retail, E-Commerce), and Segment Forecasts, 2018 - 2026

  • Published Date: Nov 2018
  • Report ID: GVR-2-68038-485-7
  • Number of Pages: 85
  • Format: Electronic (PDF)
  • Historical Data: 2015 - 2016

Report Overview

The global baby cleaning products market size was valued at USD 3.16 billion in 2017. It is projected to rise at a CAGR of 5.3% during the forecast period. 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. 

U.S. Baby Cleaning Products market size

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 in order to prevent contamination. This, in turn, will spur the growth of the market.

In addition, lack of hygiene and sanitation lead to several complications, such as rashes, itchiness, and blisters, in babies or children. Increased willingness of parents to spend on their babies’ hygiene is estimated to provide a fillip to the market. Companies operating are trying to come up with innovative products, which is expected to support the growth of the overall market.

Product Insights

Based on product, the bottle wash segment is likely to witness the fastest CAGR during the forecast period, owing 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 prove to 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.

Laundry detergent dominated the baby cleaning products market in 2017. 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 are of 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 of the brands that commercialize baby specific laundry detergents at affordable prices.

Sales Channel Insights

On the basis of sales channel, retail sales channel dominated the market in 2017. Several buying schemes and availability of a wide range of options to choose from encourage buyers to opt for the retail sales channel. Johnson & Johnson, Pigeon, and Procter & Gamble are some of the brands offering more discounts on products through retail sales channel than other sales channels. Hence, all these factors are projected to contribute to the growth of the segment during the forecast period.

Global Baby Cleaning Products market share

The e-commerce sales channel segment is anticipated to witness the fastest growth over the forecast period owing to the availability of various online sites. Affordable discount rates and a wide range of products are added advantages of this segment. Low delivery cost and purchase reviews on online sites about various products are also playing a vital role in the growth of the segment. 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 in 2017 owing to 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 end users to adopt these products, which in turn will 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. 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.

Baby Cleaning Products Market Share Insights

Some of the prominent players are Johnson & Johnson Services, Inc.; Koninklijke Philips N.V.; Pigeon Corporation; Nuby; Mayborn Group Limited; Kimberly-Clark; and Procter & Gamble. Key players are making efforts to bring innovation in baby cleaning products in order to sustain in the market.

Key players are also taking initiatives to maintain transparency with customers 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 in maintaining genuine consumer relationships, thereby increasing the customer base of the company.

Baby Cleaning Products Market Report Scope

Report Attribute


Market size value in 2020

USD 3.66 billion

Revenue forecast in 2026

USD 4.99 billion

Growth Rate

CAGR of 5.3% from 2018 to 2026

Base year for estimation


Historical data

2015 - 2016

Forecast period

2018 - 2026

Quantitative units

Revenue in USD million and CAGR from 2018 to 2026

Report coverage

Revenue forecast, company share, competitive landscape, growth factors and trends

Segments covered

Product, sales channel, region

Regional scope

North America; Europe; Asia Pacific; Latin America; MEA

Country scope

U.S.; Canada; U.K.; Germany; China; Japan; India;   Korea; Thailand; Singapore; Malaysia; Pakistan; Indonesia; Brazil; Mexico; South Africa; Saudi Arabia

Key companies profiled

Johnson & Johnson Services, Inc.; Koninklijke Philips N.V.; Pigeon Corporation; Nuby; Mayborn Group Limited; Kimberly-Clark; Procter & Gamble

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

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Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest trends in each of the sub-segments from 2015 to 2026. For the purpose of this study, Grand View Research has segmented the global baby cleaning products market report on the basis of products, sales channel, and region:

  • Product Outlook (Revenue USD Million, 2015 - 2026)

    • Bottle Wash

    • Vegetable Wash

    • Cleaning Wipes

    • Laundry Detergents

    • Fabric Conditioners

    • Cleaning Sprays

    • Others

  • Sales Channel Outlook (Revenue USD Million, 2015 - 2026)

    • Retail

    • Non-Retail

    • E-commerce

  • Regional Outlook (Revenue, USD Million, 2015 - 2026)

    • North America

      • The U.S.

      • Canada

    • Europe

      • Germany

      • The U.K.

    • Asia Pacific

      • Japan

      • China

      • India

      • Korea

      • Thailand

      • Singapore

      • Malaysia

      • Pakistan

      • Indonesia

    • Latin America

      • Brazil

      • Mexico

    • MEA

      • Saudi Arabia

      • South Africa

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