Baby toiletries include baby diapers, shampoos, wipes, bathing soaps, and fragrances, among others. Baby toiletries ensures good health and help maintain proper hygiene of the baby. For instance, baby oils and lotions are used to make the baby’s skin smooth and soft. Baby powders are used as lubricants in skin folds to relieve the baby of prickly heat and to impart pleasant and clean fragrance. Choosing the right baby toiletry for the baby’s skin or hair is very important, as presence of certain ingredients can harm the baby. Experts suggest that people should avoid products that contain mineral oils, as they have a greasy texture that makes it hard for the baby’s skin to breathe and eliminate toxins, which can lead to dryness or allergies such as eczema. To find the product that suitable for the baby’s skin, the product should be applied on a small skin area prior to use.

Rising population of working women across the globe, increasing awareness regarding the importance of hygiene, and growing birth rate around the globe are expected to drive the baby toiletries market. Population of working mothers is continuously growing, especially in countries such as the U.S., the UK, and China. In September 2017, British daily newspaper, The Guardian, reported that in 20 years the number of working mothers in England increased by a million. Furthermore, the World Bank data reported that in 2017 more than 40% population among the working class are women across the country such as the U.S., the UK, and China. Working mothers are the primary consumers of baby toiletries. The growth of the baby toiletries market, particularly the baby diaper is depend on the number of working mothers. Higher the number of working mothers, more will be the baby toiletries products demand. Additionally, the birth rate across the globe is increasing significantly. This is creating opportunities for the baby toiletries providers to increase their sell and generate more revenue. This is expected to boost the baby toiletries market across the globe.

Presence of harmful chemicals in various baby toiletries such as powder, shampoo, lotion, and soap is likely to restrain the baby toiletries market. Certain chemicals such as sodium lauryl sulfate (SLS), and other synthetic chemicals are harmful for the baby. For instance, SLS is used as a foaming agent in several baby toiletries. It can cause skin irritation and should be avoided. However, rise in production of organic baby toiletries containing ingredients that are safe for the baby’s skin or hair is expected to propel the market in the near future.      

The baby toiletries market can be segmented based on product type, sales channel, and region. In terms of product type, the baby toiletries market can be segmented into baby hair care products, baby skin care products, baby bath products, baby diapers, baby skin care products, baby wipes, and others. Based on sales channel, the baby toiletries market can be segmented into online mode of selling and offline mode of selling.

In terms of geography, the baby toiletries market can be segmented into North America, Europe, Asia Pacific, Middle East & Africa, and South America. North America and Europe are expected to dominate the market due to rising demand for baby toiletries products and presence of major market players across countries such the U.S. and Canada. However, increasing urbanization and rising awareness regarding hygiene of new born babies across the countries such as India and China are expected to boost the baby toiletries market.

Key players in the baby toiletries market are Johnson & Johnson Services, Inc., KCWW, Beiersdorf, Kao Corporation, Unilever, Dabur India Limited, Unicharm Corporation, 

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