U.S. Baby Product Industry/Market - Statistics & Facts
The baby care market is composed of different segments and products, such as toys, feeding accessories, wipes, disposable diapers, body care products and soothers, to name a few. The window for the purchase of baby care products and accessories is rather small, while consumers look for quality for their children. Despite the peculiarities of this industry, the global baby care market is expected to increase its total sales value in the coming years.
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.
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