In Brands, Insight, Trend

The average spending during an infant’s first year is a whopping $12,000, and the bath category represents 14% of the entire baby sector. The baby bath product market is predicted to see significant growth, according to an M&H Plastics market report.

Market Growth Forecast 2015-2020

  • Category expected to increase at a CAGR of 5.82%
  • Baby bath soaps expected to increase at a CAGR of 5.73%
  • Baby shampoo/conditioner expected to increase at a CAGR of 6.3%
  • Baby bath accessories expected to increase at a CAGR of 5.12%

Brand Market Share

  • Johnson’s Baby 11.2%
  • Walmart 9.2%
  • Aveeno Baby 3.7%
  • California Baby 1.1%

Packaging Trends

  • Rigid HDPE bottles are the most popular form of baby care packaging and are expected to grow 8% between 2015 and 2020.
  • Easy-dispense closures are being implemented to ensure products can be effortlessly applied by parent to child.
  • Pastel-colored packaging is on-trend and is used to emphasize gentle and organic nature of products.
  • Novel and custom shapes are being used by brands to create recognizable brand identities.
  • Character-shaped bottles add a fun, youthful feel to baby bath products.

Photo: SoCozy

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