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 stands at around 18 percent, with the company projected to maintain a similar market share up until 2024. Kimberly-Clark’s market share is forecast to remain constant in the coming years at between eight and nine percent. In contrast, Johnson & Johnson has seen its baby care sales decline over the years.
In terms of retail sales, Aveeno Baby was the leading baby soap brand in 2018, with sales across the United States exceeding 42 million U.S. dollars, versus Johnson's Head-To-Toe's 30.8 million U.S. dollars in sales that year. In contrast, in the baby lotion segment, Johnson & Johnson's was an uncontested market leader, with the Johnson's brand achieving sales of around 33.1 million U.S. dollars nationwide in 2018.
In terms of parents' brand preference, Johnson's is the favorite brand for baby oil and baby lotion in American households, holding the largest share amongst all brands. Johnson is also a leader in the baby/children’s shampoo market, as over one quarter of surveyed households in the U.S. stated using Johnson’s Baby Shampoo. Additionally, it is the most popular baby powder brand in the U.S. with around 43 percent of the market share.