According to product category:
The market for baby products is divided into categories such as baby food, cosmetics and toiletries, toys and equipment, clothing, feeding and nursing, furniture, and other items. In 2024, baby cosmetics and toiletries led the segment, holding the largest market share at 34.2%, with a value of USD 103.69 billion. This predominance is linked to heightened awareness regarding infant cleanliness, a rise in skin sensitivities, and the growing need for safe, gentle, and natural baby care products. Parents are progressively choosing dermatologically tested, paraben-free, pH-neutral, and plant-derived products, prompting the trend towards premiumization in both advanced and developing markets. Brands such as Johnson & Johnson’s (Kenvue), Dove Baby, Pampers, and Huggies have leveraged this trend by providing hypoallergenic and environmentally friendly personal care products, strengthening consumer confidence and encouraging repeat buys. The segment's robust growth path is additionally bolstered by advancements in eco-friendly packaging and natural formulations, particularly among health-focused millennial and Gen Z parents. Moreover, marketing approaches emphasizing clean-label items and “safe from day one” branding are increasingly gaining popularity worldwide. As urbanization grows and disposable incomes rise in nations such as China, India, and Brazil, the cosmetics and toiletries segment is anticipated to sustain its dominance, playing a crucial role in the overall growth of the baby product market.
According to Age Group:
The market for baby products is divided by age categories: infants/newborns (0–6 months), crawlers (7–12 months), and toddlers (1–3 years). In 2024, infants/newborns (0–6 months) ruled the age group category, achieving the highest market value of USD 149.15 billion and leading the growth rate at 7.10%. This supremacy is mainly fueled by the strong need for crucial baby care products in the early life stages, including infant formula, diapers, wipes, baby toiletries, and specific clothing.
Infants need more regular feeding, hygiene maintenance, and outfit changes, leading to higher usage.
Global Baby Products Market Key Players: