This Report explores the purchasing habits of mothers, highlighting the baby personal care products they choose and the sources they buy them from.
Brands have an opportunity to tap into the willingness of Indian mothers to pay more for products that promise superior skin health benefits. Science plays a crucial role in enhancing product efficacy. Brands can align with innovative actives that are gaining ground in skincare and dermatological expertise to enhance product effectiveness.
A central finding is that roughly one-third of mothers demonstrate strong brand loyalty, primarily driven by convenience, quality and trust. High-quality ingredients that deliver on efficacy and safety are pivotal to maintaining brand loyalty.
Mothers exploring new brands are driven by better quality ingredients, not dissatisfaction. Offering value and convenience can help retain these consumers and prevent brand-switching.
This report looks at the following areas:
- Key trends in the baby personal care category
- Purchase of baby personal care products and their purchase channels
- Mothers’ behaviour towards baby personal care products
- Reasons for staying loyal to baby personal care brands
- Reasons for switching between baby personal care brands
- Features mothers are willing to pay a premium for in baby personal care products
Maintain brand loyalty in a competitive babycare market with quality and trust. Prevent brand-switching by prioritising convenience, and meet the demand for better skin health through innovation.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
Baby personal care includes the following categories only:
- Baby powder
- Baby bar soap
- Baby body wash
- Baby body lotion
- Baby face cream
- Baby sunscreen
- Baby bar soap
- Baby shampoo
- Baby hair oil
- Diaper/nappy cream
- Baby mosquito repellent
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of baby personal care in India
- Harness the prowess of science to deliver superior skin health benefits
- Graph 1: behaviours towards baby personal care products, by repertoire of buyers, 2025
- Leverage high-quality ingredients to sustain long-term brand loyalty
- Prevent brand-switching by increasing value with convenience
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Balancing value and premiumisation
- Consider the value-conscious nature of Indian consumers
- Parents prioritise meaningful purchases
- Current financial optimism inspires hope for a prosperous future
- Baby personal care brands eye premiumisation opportunities
- Graph 2: % of baby personal care product launches, by price in INR*, 2020-25
- Rise of science-backed features
- Desire for efficacy brings scientific features to the forefront
- Globally, baby personal care brands are harnessing the power of science
- Home-grown brands are dialling up on scientific features
- Ingredients remain central in baby personal care
- Ingredients are key to conveying product safety and gentleness
- Indian brands spotlight ingredients
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Survey sample: mothers of children aged 0-3
- Graph 3: age of the youngest child in the household, 2025
- Graph 4: number of children aged 0-3, 2025
- Purchase behaviour
- Baby powder, bar soap and shampoo are the top three products purchased by mothers
- Graph 5: repertoire of baby personal care products purchased, 2025
- Mothers of infants tend to purchase a greater variety of baby personal care products than mothers of toddlers
- Graph 6: baby personal care products purchased, by types of mothers, 2025
- Graph 7: repertoire of baby personal care products purchased, by types of mothers, 2025
- Mothers from the South lead in purchasing a wider repertoire of baby personal care products
- Graph 8: baby personal care products purchased, by region, 2025
- Graph 9: repertoire of baby personal care products purchased, by region, 2025
- Neighbourhood stores, chemists and supermarkets are popular destinations for buying baby products
- Graph 10: purchase channels of babycare products, 2025
- Mothers seek superior skin health benefits
- Mothers are ready to pay more for superior products
- Brands can offer superior skin health benefits by leveraging scientific features
- Maximise reach by pairing home remedies with scientific evidence
- Innovate with scientific features for enhanced efficacy
- Offering active ingredients in baby skincare is an emerging opportunity
- Graph 11: % of baby skincare and soap and bath launches with select ingredients, 2020-25
- Offering active ingredients in baby skincare is an emerging opportunity
- Metro-dwelling mothers prioritise ingredient transparency
- Graph 12: behaviours towards baby personal care products, by city tiers, 2025
- Ingredient transparency facilitates trial of new ingredients
- Now: double down on ingredient transparency
- Now: keep ingredient details at the forefront of messaging to depict efficacy
- Graph 13: features willing to pay more for in beauty and personal care, 2025
- Fill the white space for dermacosmetic babycare
- Be specific when referencing medical or scientific expertise
- Leverage dermatologist expertise for superior targeted solutions
- Create products that target specific skin concerns effectively
- Graph 14: % of baby personal care product launches with skin disorder claims, 2020-2025
- Graph 15: % of baby personal care product launches with skin disorder claims, 2020-2025
- Create products that target specific skin concerns effectively
- Creating a derma babycare product that leverages science and high-performing ingredients
- Focus on still-overlooked skin barrier health
- Graph 16: baby personal care launches by skin barrier claims*, 2022-25
- Spotlight familiar and emerging skin-barrier-supporting ingredients
- Winning with Brand-loyal Mothers
- Brand-loyal Mothers are Older Millennials and experienced mothers
- Convenience and trust are primary loyalty drivers
- Graph 17: Brand-loyal Mothers’ reasons for remaining loyal to their preferred babycare brand, 2025
- Winning with Brand-loyal Mothers is a gateway to becoming a one-stop shop for all babycare needs
- Become a one-stop solution for all things baby
- Mothers’ search for better quality ingredients can make or break a brand
- Brand-loyal Mothers embrace traditional naturalness as it is perceived to be safe and gentle
- Graph 18: behaviours towards baby personal care products, by total mothers vs brand-loyal mothers, 2025
- Bring ingredient-first innovation with novel natural ingredients
- Graph 19: baby personal care product launches, by the top three highest growing botanical ingredients, 2015-25
- Graph 20: baby personal care product launches, by the top 10 botanical product ingredients, 2024-25
- Explore trending ingredients to stand out in a cluttered natural market
- Case study: take inspiration from China’s focus on glacier water
- Home remedy-inspired ingredients will help win with Brand-loyal Mothers
- Graph 21: features willing to pay more for when purchasing a baby personal care product, by total mothers vs brand-loyal mothers, 2025
- Untapped home remedy-inspired ingredients: turmeric, sandalwood, saffron
- Prioritise transparency to foster trust in novel ingredients
- Graph 22: behaviours towards baby personal care products, by total mothers vs brand-loyal mothers, 2025
- Case study: maintain rigorous safety standards
- Enhance natural ingredient efficacy with science
- Creating a product with Mintel Spark using natural ingredients paired with science
- Demonstrate superior value through convenience
- Newbie mothers are Experimentative Mothers
- Experimentative Mothers try new brands to find better solutions, not because they’re unhappy
- Graph 23: Experimentative Mothers’ reasons for switching to another baby personal care brand, 2025
- Brand switching among Experimentative Mothers is driven by aspiration, not dissatisfaction
- Graph 24: Experimentative Mothers’ reasons for switching to another baby personal care brand, 2025
- Mini sizes facilitate easy experimentation
- Graph 25: features willing to pay more for when purchasing a baby personal care product, by total mothers vs experimentative, 2025
- Increase value by focusing on convenient features
- Graph 26: features willing to pay more for when purchasing a baby personal care product, by total mothers vs experimentative, 2025
- Graph 27: behaviours towards baby personal care products, by total mothers vs experimentative mothers, 2025
- Globally there is a greater focus on convenience
- Graph 28: baby personal care product launches, by ‘convenience’ claim category, 2020-25
- Graph 29: baby personal care product launches by convenience claims, 2020-2025
- Case study: Evereden earns top marks for easy to use and carry packaging
- Meet the notable interest in versatile babycare
- Multi-functionality can expand usage across varied occasions
- Case study: be clear and committed when repositioning babycare products as multiuse
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APPENDIX
- Report definition
- Consumer survey methodology
- TURF analysis
- Repertoire analysis
- CHAID/decision tree analysis
- Social data research methodology
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