Procter & Gamble (P&G), Kimberly-Clark and Johnson & Johnson are the leading companies in the global baby care market. P&G’s market share of disposable baby diapers, baby wipes and training pants worldwide stood at about 43 percent in 2015, with the company projected to maintain a similar market share up until 2020. Kimberly-Clark’s market share is also forecast to remain constant in the coming years at about 19 percent. In contrast, Johnson & Johnson is expected to see its market share drop, going from an estimate of 22 percent in 2016 to around 18 percent by 2021.
In the U.S., private labels are leaders in baby wipes sales, accounting for 38 percent of all sales in the country. Kimberly-Clark’s Huggies Natural Care is the second largest baby wipe brand in the U.S., whereas P&G’s brand, Pampers Sensitive, is the third most popular brand of baby wipes among American consumers with a 13 percent share. In the baby care and safety accessories segment in the U.S., Munchkin, Dorel Juvenile Group, Summer Infant and Edgewell Personal Care are the top vendors. Headquartered in California, Munchkin held 14.6 percent of the market share in 2015, amounting more than 46 million U.S. dollars in sales revenue.
In terms of particular products, Johnson's is the preferred brand for baby oil and baby lotion in about 10 percent of American households, the largest share amongst all brands. Johnson is also a leader in the baby/children’s shampoo market, as about 10.5 percent of the households in the U.S. stated using Johnson’s Baby Shampoo, and the most popular baby powder brand in the U.S. with nearly 20 percent of the market share.