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Baby Care Insights & Market Trends | AHA

DO WE NEED
ANOTHER BABY CARE BRAND?
The baby care market is rapildly expanding, not because of population growth, but because
modern parents have higher expectations. They are willing to pay more for products that are
safer, cleaner, and more effective.
DO WE NEED ANOTHER BABY CARE BRAND?
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New brands are succeeding by addressing critical gaps that established companies
often ignore:
MOVING BEYOND BASIC MOISTURISATION
They offer products with active ingredients (like vitamins and antioxidants) that actively heal
and strengthen a baby's delicate skin, rather than just providing a passive barrier.
PROVIDING CUSTOMISED SOLUTIONS
They cater to specific climate and lifestyle needs, offering different formulas for humid, dry, or high-UV environments, a segment overlooked by global brands with one-size-fits-all products.
PRIORITISING TRANSPARENCY AND CLEAN
INGREDIENTS
New brands build trust through radical transparency, avoiding parabens, phthalates, and vague
"fragrance" claims, appealing to parents who are avid label readers.
FOCUSING ON PROACTIVE HEALTH
They create therapeutic diaper care and rash prevention products that use advanced ingredients
like probiotics to solve problems rather than just offering temporary relief.
OFFERING ACCESSIBLE QUALITY
They provide high-quality, science-backed products at a more affordable price point, making
premium care accessible to a broader market, particularly in developing economies.
In short, new baby brands are winning by offering parents
not just another product, but a better solution that is more
specialised, transparent, and effective.
Walk into a baby care aisle anywhere in the world, and you'll see the giants lined up: Johnson &
Johnson, Aveeno, Chicco, Dove Baby. Trusted for decades. Bought almost on autopilot.
SO WHY, IN SUCH A CROWDED CATEGORY, DO NEW BABY BRANDS KEEP APPEARING? AND MORE IMPORTANTLY, DO PARENTS TRULY NEED ANOTHER ONE?
The answer lies not in the shelves, but in the science, behaviour, and shifting expectations of
today's parents.
THE EVER-GROWING BABY SKINCARE MARKET
The Market Isn't Saturated. It's Expanding.
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GLOBAL BABY
SKINCARE MARKET - USD 11.6 billion
in 2023, projected to hit USD 22 billion by
2034.
MIDDLE EAST BABY CARE - growing
at 5.8% CAGR, to reach USD 8.5 billion by
2027.
INDIA - among the top 3
fastest-growing baby care markets,
fuelled by rising incomes and millennial
parents who spend 20-30% more on baby
products than the previous generation
(Euromonitor).
This growth isn't driven by population
increases alone. It's driven by parents
demanding more safer, cleaner,
smarter products that do more than
moisturise.
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IT'S BECAUSE PARENTS ARE SPENDING
MORE ON BABY SKINCARE
Today's parents are label readers and researchers. They want proof, not just promises. According
to a Nielsen study, 73% of millennial parents are willing to pay a premium for natural and safe
baby products.
But legacy brands often default to generic solutions. The real market gaps lie where their
products stop short.
WHERE IS THE
REAL NEED GAP?
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The baby care products market
may seem saturated, but dig
deeper, and you'll find critical gaps
that major baby skincare brands
aren't addressing.
Let's break down where the most
significant gaps in the industry lie
and why a new brand could be the
next big thing.
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BEYOND MOISTURISATION - SKINCARE THAT HEALS AND STRENGTHENS
Newborn skin is 30-50% thinner than adult skin, loses moisture twice as fast, and is more
permeable to toxins. Yet most products still focus on “mild and gentle” moisturisation.
Parents now seek active nourishment -
Vitamin B5 & E - support barrier repair.
Antioxidants - reduce irritation.
Vitamin C and zinc - heal rashes.
Omega-rich oils - strengthen skin over time.
Think of it as moving from “basic care” to dermatological nutrition for baby skin.
CUSTOMISED SOLUTIONS FOR CLIMATE AND LIFESTYLE NEEDS
A baby in London doesn't need the same skincare as a baby in Dubai.
Hot & humid climates - prone to heat rashes, sweat irritation.
Air-conditioned indoors - constant dryness.
High UV regions - need sun protection even for infants.
Yet most brands sell global formulas with little adaptation. Regionalised baby care,
lightweight gels, cooling lotions, UV-protective creams, is a billion-dollar gap.
SAFER, CLEANER INGREDIENTS WITH TRANSPARENCY
Parents today don't just want “natural.” They want 100% disclosure.
No parabens, phthalates, or artificial stabilisers.
No vague “fragrance” claims masking chemicals.
Labels written in plain language, not chemistry jargon.
The Honest Company in the US grew to USD 300M+ revenues by simply building trust through
radical transparency. That demand is now global.
PROTECTION BEYOND THE BASICS - DIAPER CARE AND RASH PREVENTION
Diaper rash affects up to 50% of infants. Yet most creams are passive barriers,
not active repairers.
The opportunity? Therapeutic diaper care -
Zinc + Vitamin E - healing.
Probiotics - skin microbiome balance.
Anti-inflammatory botanicals - prevent flare-ups.
Parents don't want temporary fixes. They want proactive skin health.
AFFORDABLE YET HIGH-QUALITY SKINCARE
Mustela, Weleda, Honest Company- trusted but expensive. For many middle-income families in
Asia, Africa, and the Middle East, these aren't accessible.
A mid-tier, dermatologist-backed brand that combines premium science with affordability
could become the Amul of baby care, democratising quality without diluting trust.
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THE OPPORTUNITY
BRANDS THAT SOLVE, NOT JUST SELL
The next winning baby care brand won't be
another lotion with “mild & gentle” on the pack.
It will:
Create climate- and culture-specific ranges
Commit to clean-label transparency
Provide healing and protective solutions,
not just moisturisation
Offer premium performance at accessible prices
Do we need another baby care brand? Yes.
But not another copycat.
The real opportunity is for a brand that treats baby
skin as living, developing, and in need of active
care, not just passive protection.
A brand that recognises babies in Riyadh, Mumbai,
and London don't live in the same conditions.
A brand that proves clean and effective doesn't
have to mean expensive.
Because parents don't want more choice, they
want better answers.

FAQs

  1. WHY DO WE NEED NEW BABY CARE PRODUCTS WHEN BIG BRANDS
    ALREADY EXIST?

    Even though established baby skincare brands like Johnson & Johnson, Aveeno, and Dove
    Baby are trusted worldwide, they don't always meet the evolving expectations of parents.
    Today's families look for safer, cleaner, and more innovative baby care products that go beyond
    basic moisturisation. This includes vitamin-enriched, climate-specific, and transparent solutions
    that big brands often overlook.

  2. WHAT IS DRIVING GROWTH IN THE BABY SKINCARE MARKET?

    The global baby skincare market is expanding rapidly because parents are more conscious
    about what goes on their baby's skin. Rising incomes allow families to spend more on premium
    baby care products, while the popularity of natural baby products continues to grow. In
    addition, e-commerce has made it easier for parents to discover niche baby skincare brands
    that match their exact needs.

  3. ARE NATURAL BABY PRODUCTS REALLY SAFER FOR INFANTS?

    Yes, natural baby products are generally considered safer because they are free from harsh
    preservatives, artificial fragrances, and harmful additives. Most of these products are
    plant-based and dermatologist-approved, making them gentle on sensitive skin. Parents
    increasingly prefer natural formulations because they reduce the risk of irritation and provide
    genuine nourishment for their baby's delicate skin.

  4. WHAT ARE THE BIGGEST GAPS IN THE CURRENT BABY SKINCARE MARKET?

    While the baby skincare market is full of lotions, creams, and shampoos, many products do
    not address specific concerns parents face. There is still a lack of skincare that heals and
    strengthens beyond moisturisation, formulations that consider regional climate challenges,
    truly transparent ingredient labels, and premium-quality options that remain affordable. These
    gaps highlight the opportunities for innovative new baby skincare brands.

  5. HOW CAN NEW BABY SKINCARE BRANDS STAND OUT IN A
    CROWDED MARKET?

    New baby skincare brands can differentiate themselves by focusing on areas where existing
    products fall short. This includes creating scientifically backed, vitamin-rich baby care
    products    , offering solutions tailored to different climates, ensuring ingredient transparency,
    and delivering premium quality at a fair price. By addressing these unmet needs, newer brands
    can quickly build trust and loyalty among parents.

  6. WILL PARENTS REALLY SWITCH TO NEW BABY SKINCARE BRANDS?

    Yes, parents are open to exploring new baby skincare brands if they feel the products offer greater safety, effectiveness, or value. While legacy brands enjoy strong recognition, parents
    are becoming more discerning and willing to switch if newer baby care products provide
    cleaner ingredients, better nourishment, and affordability without compromise.

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