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 around 18.34 percent in 2017, 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 around 9 percent. In contrast, Johnson & Johnson is expected to see its market share drop, going from an estimate of 21.3 percent in 2017 to around 17.9 percent by 2021.
In the U.S., private labels are leaders in baby wipes sales, accounting for 39.6 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 13.5 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 16.4 percent of the market share in 2016, amounting more than 43 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 American households, holding the largest share amongst all brands. Johnson is also a leader in the baby/children’s shampoo market, as around 31.3 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 54 percent of the market share.