Biotechnology expertise is being used by the players to build high-performance baby bath and shower products, attracting a large number of customers. The use of such expertise is prominent in the highly competitive industry with great investment in research and development facilities.

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For example, Massey Medicinals Company offers the ‘Candida Freedom’, a handcrafted product line, which includes biodegradable soaps and bath salts. These products contain probiotic lactospore, a Sabinsa Corporation-developed bacillus coagulans strain.

Furthermore, due to their proven benefits, ensuring safe and radiant skin, products based on micro-biome technology are in high demand. JooMoo Ltd., for example, produced a baby body wash with its own Microbiota Immune Response Control (MIRR) technology.

This ‘three-in-one’ product, is offered on various sales platforms and are designed to cleanse, disinfect, and moisturise the baby skin. As a result, the growth of the bath and shower products industry is likely to be aided by the introduction of biotechnology.

FMI in its latest study has forecasted the market to rise at a CAGR of 6.1% between 2021 and 2031, in terms of volume of sales.

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Key Takeaways from the Baby Bath and Shower Products Market Study

• The U.S. will remain a leading baby bath and shower products market, accounting for over 76% of sales in North America in 2021.
• Rising demand natural and chemical-free ingredients in baby shampoo and soaps is expected to drive the sales in the Japan and South Korea.
• In terms of product type, soap and shower gel is expected to hold a dominance through the forecast period.
• Baby bath and shower products demand to rise at 4.8% in the U.K. Sales however will surge at a higher pace in France and Spain.
• Despite hypermarkets/ supermarkets’ dominance, sales via online retailers are expected to increase at a higher rate.

“The implementation of biotechnology by manufacturers is allowing them to revolutionize baby bath and shower products manufacturing. In the coming years an increasing number of market players are likely to focus on advanced technologies to gain competitive edge,” says an FMI analyst.

Impact of COVID-19 on the Market

The global COVID-19 pandemic has caused a surge in demand for personal cleansing products internationally. People resorted to panic buying and stockpiling at some point.

However, the closing of retail outlets, restrictions on pricing and marketing, and curfews in many countries around the world had resulted in lower sales volumes.

Furthermore, germ-protecting, anti-septic bathing products, and medicinal products are in high demand among consumers. Therefore, manufacturers are working hard to meet this demand.

Sanitation has become a vital aspect of virus prevention, and as a result, demand for baby care products is increasing.

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Who is Winning?

Some of the key players present in the baby bath and shower products market are Kimberly Clark, Johnson & Johnson’s Company, Procter & Gamble, Unilever, Wipro, Burt’s Bees, Avon Products, Inc., Beiersdorf AG, Loreal SA, Chicco, Babyganics, Himalaya, Sebapharma, Weleda, and Green People among others. Aggressive promotional strategies, advertisements, and new product launches have driven sales growth of baby bath and shower products globally.

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