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.
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
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.
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