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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Baby Personal Care market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Create awareness about the need for baby care products beyond soap, powder and oil
  • Build brand equity for safe baby care products by highlighting natural attributes
  • Capitalise on experienced mums, whose babies have grown up, as brand champions

What you need to know

Second-largest populated country

India is the second-largest country in the world with a population of over a billion. With a total fertility rate (TFR) of 2.3 births per woman, quite a few players are focusing on the baby care market.

Poised for growth

The growing middle class, with its rising disposable incomes, is furthering consumption across categories. India has the lowest per capita spend on disposable nappies at 0.73 (2018) in the APAC region; however, it has the highest CAGR for the next five years at 23.5%.

Natural is a must

66% of mothers are interested in natural ingredients when purchasing any baby personal care product. For the period 2014-18, among baby personal care products, botanical/herbal claims in India stood at 72% vs 57% globally.

Expert analysis from a specialist in the field

Written by Minu-Srivastava, a leading analyst in the Health & Wellbeing sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Tap into the growing baby care market through a natural narrative. Focus on brand building to establish trust in a category driven by product safety. Minu-Srivastava
Health & Wellbeing Analyst


What's included

What's included

Table of contents

Table of contents

  1. executive summary

    • key trends

      • Key drivers
      • Global trends and how they are playing out in India
      • [Graph] India: Top 10 claims in baby & toddler (0-4 years) beauty & personal care products, 2014-18
      • [Graph] Global: Top 10 claims in baby & toddler (0-4 years) beauty & personal care products, 2014-18
    • Consumer insights

      • Chapter 1: Attitudes and concerns
      • [Graph] India: Agreement with baby personal care attitude statements – top three, April 2019
      • [Graph] India: Top concerns about baby personal care products, April 2019
      • Chapter 2: Product usage
      • [Graph] India: Repertoire of baby personal care products used, April 2019
      • [Graph] India: Baby personal care products used for 6-7 days a week, April 2019
      • [Graph] India: Baby personal care products used for 6-7 days a week, April 2019
      • [Graph] India: Top four baby personal care products used typically, by occasion, April 2019
      • [Graph] India: Age when switching from baby soap to regular soap, April 2019
      • Chapter 3: Purchase behaviour
      • [Graph] India: Top five places of purchase for baby/children personal care products in the last 12 months, April 2019
      • [Graph] India: Repertoire of places of purchase of baby personal care products, April 2019
      • [Graph] India: Top five purchase influencers for baby personal care products, April 2019
    • market application

      • Opportunities
      • [Graph] India: Top five baby care products interested in trying, April 2019
      • Who's innovating
      • [Graph] India: Top 10 claims in diapers, 2014-18
      • [Graph] Global: Top 10 claims in diapers, 2014-18
      • Global innovators
    • appendix


        About the report

        This report will tell you which major trends are impacting your market and how it changes according to the different regions and demographics across India. These trends are validated from our proprietary consumer data and market research. Our industry experts provide analysis and recommendations to help you identify opportunities and make better decisions faster. Access this report now and you’ll quickly understand:

        • The Consumer

          What They Want. Why They Want It.

        • The Innovations

          New Ideas. New Products. New Potential.

        • The Trends

          What’s Shaping Demand – Today And Tomorrow.

        • The Opportunities

          Where The White Space Is. How To Make It Yours.

        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.