North America Baby Body Care Market - Forecasts from 2022 to 2027

The North America baby body care market is projected to grow at a CAGR of 4.78% during the forecast period to reach US$56.982 billion by 2027, from US$41.097 billion in 2020.

Baby products are items designed specifically for babies and children under the age of three. Baby products are made to be soft and non-irritating, with ingredients explicitly selected for these characteristics. Due to escalating concerns about newborn skin disorders such as irritation, redness, and diaper rashes, the popularity of baby body care products is growing. Furthermore, companies in the North American region are developing products that are safe and organic as a result of the growing trend toward natural and eco-friendly products, driving demand for eco-friendly baby products and propelling the growth of the baby body care market in this region. Parents are keener to give the best for their children as breakthrough items that provide comfort and safety for babies are introduced, boosting sales of baby body care products.

Increased demand for organic products and growth in e-commerce is expected to drive the baby body care market in North America.

Because babies' skin is delicate, it requires special attention and sustenance. As a result, makers of baby care products are concentrating on developing powders and skin-nourishing body lotions that will help to alleviate discomfort caused by various circumstances. Additionally, companies focus on providing diapers that do not cause rashes in infants despite being used for more extended periods. Natural and organic products are considered the best option for skin care because they are mild and nurture the skin. With the rise of the internet, young parents are becoming more careful as they become more aware of the detrimental effects of chemical components. This has also generated ample opportunity and growth potential for the market's leading companies. For instance, in September 2019, in collaboration with Rosie Huntington-Whiteley, Amyris launched Pipette, the first-ever clean infant skincare line. In addition, Amyris' patented sugarcane-derived squalane, which is believed to be a safe and sustainable version of squalene that is suited for infant skin, is the range's star component. Similarly, in December 2021, Johnson's Baby introduced new Milk + Rice lotion. With its 24-hour moisture lock, the lotion, loaded with pure milk proteins and rice extracts, helps keep the baby's skin nourished, moisturized, and soft all day. Furthermore, in September 2021, with the launch of Baby Dove, Walmart offered inclusive baby care to multicultural parents. Walmart is the first large retailer to establish a multicultural baby care section to fulfill a void in the market. Moreover, the growth of e-commerce is expected to aid market expansion in the region. According to Statistics Canada, e-commerce sales reached a new high of $3.9 billion in May 2020, up 99.3 percent from February 2020. The Mexican Online Sales Association estimated that the domestic eCommerce business was worth USD 15.8 billion in 2020, up 81 percent from 2019. Besides, according to figures released by the US Census Bureau, Americans spent $791.7 billion on e-commerce in 2020, up 32.4 percent from 2019.

Low birth and fertility rates may act as restraints for market growth.

According to the US Centers for Disease Control (CDC) and Prevention National Center for Health Statistics, 3.6 million babies were born in the United States in 2020, a 4% decrease from the previous year. The general fertility rate in the United States was around 56 births per 1,000 women in 2020, the lowest number on record and around half of what it was in the early 1960s. According to the Pew Research Center, women are becoming mothers later in life as a result of higher educational attainment, increased labor force involvement, and marital delays. According to recent CDC data, the average age of first-time mothers is now 27, up from 23 in 2010. Moreover, as per the data by Statistics Canada, in 2019, the total fertility rate was 1.47 births per woman. A birth rate of at least 2.1 births per woman is required for population growth, but Canada has not met this need since 1971. According to preliminary Health Ministry data, births in Mexico fell 11% in the first six months of 2021 compared to the same period the previous year. This decline in fertility and birth rates in the region may limit the market expansion of baby body care products during the forecast period.

COVID-19 Insights

The COVID-19 pandemic had a mildly positive impact on the North America Baby Body Care Market. During the pandemic, the baby body care items market was driven by large-scale purchases of diapers and baby skin products. For instance, even though Johnson & Johnson witnessed a 9.4% decrease in the baby care segment in comparison to the previous year. Baby care sales in the United States witnessed a 3.7% increase from the previous year. Similarly, Procter & Gamble saw a 3% increase in baby, feminine, and family care net sales to $18.4 billion in fiscal 2020. According to the annual report of the company in 2020, a single-digit volume rise was witnessed in the North American baby care section, driven by market expansion and product innovation.

Key Market Segments

• By Type

Diapers

Wipes

Skin Care

• Moisturizer
• Powder
• Face Cream
• Diaper Rash Cream
• Others

Hair Care

• Shampoo
• Conditioner
• Hair Oil
• By Distribution Channel

Online

Offline

• By Country

USA

Canada

Mexico