2024
8
India Baby Personal Care Market Report 2024
2024-10-08T15:04:37+01:00
REP5360638A_CD12_475A_871A_98D43DF4E45D
2195
176567
[{"name":"Nappies and Baby Products","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/nappies-baby-products"}]
Report
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The baby personal care market in India is experiencing rapid growth, driven by a surge in Direct-to-Consumer (DTC) brands leading innovation, particularly in baby bodycare and shower products.Mothers are deeply…
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  8. India Baby Personal Care Market Report 2024

India Baby Personal Care Market Report 2024

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The baby personal care market in India is experiencing rapid growth, driven by a surge in Direct-to-Consumer (DTC) brands leading innovation, particularly in baby bodycare and shower products.

Mothers are deeply concerned about their baby’s sensitive skin, seeking products that offer immediate relief. Brands should emphasise claims around sensitive skin and explore alternatives like pH balance. Dermacosmetics are well-positioned to justify their premium pricing by highlighting their gentle nature.

Fragrance plays a crucial role in product selection for mothers. They prefer mild, subtle scents to avoid potential chemical harm. There is a significant demand for products with long-lasting, mild fragrances that can promote better sleep for babies.

Safety and efficacy are paramount for mothers. Science-backed validations and clinical testing are particularly important for working mothers. Non-working mothers lean more on traditional wisdom, favouring home remedies and doctor-recommended solutions.

This report looks at the following areas:

  • Usage of baby personal care products
  • Skin issues concerning mothers about their babies and the opportunity to innovate with soothing solutions
  • Important features when choosing baby personal care products
  • Fragrance innovations in baby personal care products
  • Prioritising safety and efficacy in baby personal care
  • Sources that mothers mainly turn to for information on products designed specifically for babies aged 0-3

Mothers prioritise baby's skin health and seek soothing solutions. Fragrance is crucial, so baby personal care brands can innovate with subtle scents. Use different features to bring both safety and effectiveness to the forefront.

Tanya Rajani, Principal Analyst, Beauty & Personal Care, India

Market Definitions

For the purpose of this Report, baby personal care products include: baby shampoo, baby hair oil, baby bar soap, baby body wash, baby body powder, baby body lotion/cream, baby sunscreen, baby facial cream, baby body oil, diaper/nappy cream and baby mosquito repellent. It excludes baby nappies/diapers and wipes, feeding and food preparation accessories. The demographic age coverage includes babies and toddlers aged 0-3.

Collapse All
  1. executive summary

    • Report definition
    • Mintel's perspective
    • Key issues covered in this Report
    • Overview
    • The outlook for the Indian baby personal care category
    • Focus on skin soothing solutions that prioritise baby's skin health
    • Graph 1: baby skin issues, 2024
    • Create baby personal care products that have a pleasant lingering fragrance
    • Enhance focus on safety and efficacy in baby personal care through diverse features
  2. key trends and market factors

    • What you need to know
    • Baby personal care in India is thriving
    • The baby personal care category is seeing buoyant activity
    • Graph 2: baby personal care launches, 2014-24
    • Bodycare dominates launches in baby personal care
    • Graph 3: India; baby personal care launches by sub-categories, 2019-24
    • The category has been a springboard for DTC brands
    • Natural has prevailed because of its link to safety
    • The natural narrative is deeply embedded in baby personal care
    • Graph 4: baby personal care launches by top 10 claims, 2019-24
    • Natural continues to enjoy the spotlight on social media
    • Desire for safety brings heightened awareness towards free from claims
    • Graph 5: baby personal care launches by select claims, 2014-24
    • Prioritising baby's skin health
    • Skin issues are a major concern for mothers
    • Sensitive skin claim is table stakes in the baby personal care category
    • Graph 6: baby personal care launches by select claim, 2014-24
    • Brands are approaching baby skin sensitivity with nuance
  3. what consumers want and why

    • What you need to know
    • Survey sample: mothers aged 0-3
    • Graph 7: age of the youngest child in the household, 2024
    • Graph 8: children aged 0-3, 2024
    • Usage of baby personal care products
    • Baby powder, bar soap and shampoo are the top three products commonly used by mothers
    • Graph 9: repertoire of baby personal care product usage, 2024
    • Mothers with older children go beyond the basics
    • Graph 10: baby personal care product usage, by children's age, 2024
    • Mothers in the East and West are using a higher repertoire of products
    • Graph 11: baby personal care product usage, by region, 2024
    • Mothers from lower tier cities are adopting new-age baby personal care items
    • Graph 12: baby personal care product usage, by city tiers, 2024
    • Advanced skincare benefits are desired from baby personal care products
    • Mothers worry about skin issues when their babies are young; mosquito bites become a concern only later
    • Graph 13: baby skin issues, 2024
    • Mothers in different regions are concerned with different issues
    • Graph 14: baby skin issues, by region, 2024
    • Offer preventative or treating solutions for heat rash
    • Take inspiration from scalp care in adult products to deal with cradle cap
    • Focus on soothing baby's sensitive skin
    • Graph 15: attitudes towards baby personal care products, by city tier and region, 2024
    • Do not overlook sensitive skin claims
    • Graph 16: baby personal care launches, by "for sensitive skin" claim, 2014-24
    • Case study: take inspiration from Mustela that targets babies' very sensitive skin
    • Brands can stand out with newer sensitive skin claims
    • Graph 17: baby personal care launches by select claims, 2014-2024
    • Consider additional claims that indicate safety for sensitive skin
    • Stress the importance of correct pH value for babies' skin
    • Combine with other benefits to provide added value
    • Capitalise on the trust in doctors to introduce dermacosmetic baby care products for sensitive skin
    • Graph 18: sources of information, by total vs mothers who are interested in products that instantly soothe baby's skin, 2024
    • Leverage the trust in doctors and paediatricians to provide effective solutions for skin health
    • Justify the value of dermacosmetics by guaranteeing skin gentleness
    • Graph 19: attitudes towards baby personal care products, by total vs mothers who are interested in products that instantly soothe baby's skin, 2024
    • Highlight the gentleness of derma baby products
    • Give instant relief to redness and itchiness
    • Graph 20: top three baby skin issues, by mothers who are interested in products that instantly soothe baby's skin, 2024
    • Case study: take cues from Aveeno that communicates instant itch relief
    • Showcase the use of hero soothing ingredients
    • Graph 21: baby personal care launches by top 10 soothing ingredients, 2019-24
    • Innovate with new products and ingredients that give relief to redness and itchiness
    • Harness the power of Ayurvedic ingredients: turmeric and sandalwood for soothing skin
    • Graph 22: Ayurvedic ingredients used and interest in using again, by total vs mothers with child(ren) in the household, 2024
    • Turmeric and sandalwood remain underutilised in baby personal care products
    • Graph 23: baby personal care launches by select ingredients*, 2019-24
    • Include turmeric and sandalwood for skin soothing
    • Meet the significant demand for products that ensure long-lasting moisture and softness
    • Graph 24: baby personal care launches by moisturising/hydrating claim, 2019-24
    • Graph 25: attitudes towards baby personal care, by total vs mothers who are interested in products that instantly soothe baby's skin, 2024
    • Dial up on moisturisation for baby body lotions
    • CHAID Analysis
    • Dial up on moisturisation for baby body lotions
    • Capitalise on niche moisturising ingredient: ectoin
    • Enhance usage of baby suncare by focusing on skin concerns
    • Graph 26: attitudes towards baby personal care products, by total vs users, 2024
    • Make suncare suitable for babies' delicate skin
    • Promote efficacious skin barrier strength in suncare
    • Highlight subtle fragrances in baby personal care
    • Fragrance plays a crucial role in baby personal care
    • Graph 27: important features in baby personal care, 2024
    • Unfragranced products may not satisfy mothers' preference for fragranced baby care items
    • Graph 28: baby personal care launches, by fragrance components, 2019-24
    • Shift the focus away from fragrance-free claims
    • Graph 29: baby personal care launches by fragrance free claims, 2019-24
    • Scent-driven Mothers: demographic profile
    • A subtle fragrance is preferred as it denotes less harm
    • Graph 30: important features in baby personal care, by total vs Scent-driven Mothers, 2024
    • Convey the safety of fragrances
    • Highlight its natural fragrance to convey it's less harmful
    • Innovate with mild fragrances for eczema-prone skin
    • Cater to the need for light fragrances in bodycare and hair oils
    • Graph 31: usage of select baby personal care products, by total vs Scent-driven Mothers, 2024
    • Call out the subtle fragrances in bodycare products
    • Take inspiration from hair treatments and make baby hair oils lightly scented
    • Baby personal care products are expected to leave a lingering scent
    • Graph 32: attitudes towards baby personal care, by total vs Scent-driven Mothers, 2024
    • Focus on providing a long-lasting pleasant fragrance
    • Soothe parents' need for sleep solutions
    • Graph 33: attitudes towards baby personal care products, by total vs Scent-driven Mothers, 2024
    • Incorporate ingredients that offer calming scents
    • Graph 34: baby personal care launches with select ingredients, 2019-24
    • Capitalise on soothing scents that offer relaxation to babies and parents
    • Innovate with NPDs that spotlight on calming and soothing scents
    • Safety and effectiveness are inherently linked
    • Incorporating safety and efficacy features is crucial for appealing to a broader range of mothers
    • TURF Analysis – important features in baby personal care
    • Working mothers trust science to validate safety and efficacy
    • Graph 35: important features in baby personal care, by gender and employment, 2024
    • Innovate with different scientific features
    • Graph 36: important features in baby personal care, by total vs users, 2024
    • Confluence of natural and science
    • Use scientific features to convey safety and efficacy
    • Non-working mothers depend on trusted wisdom to ensure safety and effectiveness
    • Graph 37: important features in baby personal care, by gender and employment, 2024
    • Case study: claim to be grandma-approved
    • Antibacterial claims hold appeal
    • Graph 38: important features in baby personal care, by total vs users, 2024
    • Naturalness remains a key priority…
    • Graph 39: important features in baby personal care, by total vs users, 2024
    • …but naturalness is not a point of difference
    • Graph 40: baby personal care launches, by select natural claims, 2019-24
    • Bring differentiation to innovation that focuses on naturalness
    • Call out glycerin as a hero ingredient
    • Go-to sources for baby personal care information
    • Mothers tend to rely on their personal networks for trustworthy advice
    • Graph 41: sources that mothers mainly turn to for information on products designed specifically for babies aged 0-3, 2024
    • Personal networks particularly resonate with Gen Z and mothers in the South
    • Graph 42: select sources from personal trust network for information on products designed for babies, by generation, 2024
    • Graph 43: sources from personal trust network for information on products designed for babies, by region, 2024
    • Traditional media is a popular choice among financially healthy mothers
    • Contemporary platforms hold promise as new age mothers start fostering interest in them
    • Graph 44: community-based digital networks as a select source that mothers mainly turn to for information on products designed specifically for babies aged 0-3, by employment status, 2024
    • Graph 45: sources that mothers mainly turn to for information on products designed specifically for babies aged 0-3, 2024
    • Merge peer trust with online accessibility to nurture community support
    • Case study: Parentune creates a large network of parents and experts for instant solutions and advice
    • The relevance of online shopping platforms for baby product insights remains restricted to metro cities
    • Graph 46: select sources that mothers mainly turn to for information on products designed specifically for babies aged 0-3, by city tier, 2024
  4. Appendix

    • Consumer survey methodology
    • Social data research methodology
    • Repertoire analysis
    • TURF analysis
    • CHAID analysis

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