D. Petruzzi
Research expert covering Cosmetics, Personal Care, Health & Hygiene industries.
Baby care market in the U.S. - statistics & facts
The baby care market is composed of several products, such as diapers, lotions, wipes, and powders, to name a few. Baby hygiene and personal care products are very important to parents, who are always on the lookout for quality purchases for their children.
The United States is one of the leading countries in this market, preceded only by China. In fact, the revenue of the baby diaper market in the United States reached around 7.4 billion U.S. dollars in 2022, and it is expected to further increase, while baby and child skin care products racked up almost 424 million U.S. dollars in sales.
Leading companies
Procter & Gamble (P&G), Kimberly-Clark, and Johnson & Johnson are the leading companies in the global baby care market. P&G’s sales of its baby, feminine, and family care segment, which includes, for example, disposable baby diapers, baby wipes and training pants, added up to more than 20 billion U.S. dollars as of 2023, and overall remained stable in the last ten years. A similar situation could also be observed for Kimberly-Clark and its baby and child care business segment, with product sales surpassing seven billion U.S. dollars in its most recent fiscal years. However, numbers were pretty different for Johnson & Johnson: despite being a household name and one of the most popular and recognizable baby care brands worldwide, its baby care segment experienced a notable decline over the years.Consumer behavior
The consumer price index for personal care products in the United States has strongly increased, reaching a peak of over 166 as of 2022. As consumers struggle with the current socio-economic challenges and prices keep on rising, many are cutting down on their personal care expenses, or at least trying to. But when it comes to baby care products, even if a section of U.S. shoppers opts for the lowest priced item, maybe even by switching to a store brand, quality remains a far more important purchasing factor, second only to product availability.
