Rise of Baby Care Brands in the Indian Market

Authored by Rajendra Mehta - Director Marketing & Sales, Sanosan Baby India

In the past few years, there has been a huge demand and tremendous growth in baby care products, especially in India. Due to the increase in middle-class wealth and income, and health awareness, the baby care segment has progressed and will continue to do so in the next few years to come.

As per one report, baby care products have a high number of regular and repeat purchasers in the FMCG & healthcare market, and retailers make up for the biggest chunk of it.

Major purchases in baby care markets are naturally by females/mothers between the age group of 24 to 35, and constitute about 60% of the total purchases in this segment.

In India, online purchases are on a rise, with around 15 baby care products sold every minute. E-commerce websites also play an important role in increasing this demand for baby care products since they ensure doorstep delivery to customers with ease. They have also successfully cracked the Supply Challenge by delivering to over 25,000 pin codes in India.

The outlook

The baby care market is sustainable, admissible, and progressive. This offers many international brands as well as big and small market players an opportunity to enter this lucrative segment. These players are competitive and have impressive marketing and promotional strategies to exhibit.

The overall baby care market in the country is currently valued at around ₹4000 Crores, and registered a growth of 23% CAGR in 2019. In the coming 5 years, the expected market growth for baby care products is said to be around 20% CAGR. As per one report, it is expected that the baby skin care market in India will go beyond ₹10,000 Crores by 2025.

The Problem

Studies have shown that around 45% of skin problems such as dry skin, rashes, dermatitis, etc. are seen in children between 0 to 5 years of age. These increasing incidents of skin problems are due to climate change, improper hygiene, poor nutrition & increased use of nappies or diapers, etc.

Therefore, the launch of Germany’s premium baby skin care brand ‘Sanosan baby’ is a step forward towards the strategic direction to increase the width and depth of our derma portfolio in India, says Rajesh Khatri – Managing Director, Glowderma.

Another reason for the boom in the baby care market

The baby care market targets parents of infants between the age group of 0 to 5 years of age. India is the biggest market for baby care products and is projected to grow at a pace of more than 10% from 2014 to 2024. This presents a big opportunity for international players to launch their products in India. 

The Solution

Sanosan is a premium baby skin care brand established by Mann & Schroder, Germany, who have over 70 years of experience in making various skin, hair, and body care products.

Sanosan baby care brand, after launching in Germany in 1983, successfully operating for over 37 years in 70+ countries, and gaining the trust of millions of parents across the world, Sanosan is now entering India, by joining hands with Glowderma, a renowned dermatology company in India.

Glowderma is trusted by dermatologists and is committed to introducing products that offer the best holistic nature, health & well-being of every growing baby.

Sanosan baby offers a wide range of cleansing, skin care, nappy care, and sun cream products that are made with natural ingredients such as hydrolysed milk protein and organic olive oil with the essence of ‘Naturally with Love’ to meet the needs of delicate and sensitive baby skin.

Sanosan baby care products contain world-class natural ingredients, are toxin-free, and offer safety, effectiveness, value for money, and hopes to make a significant mark in the Indian baby care market by growing at a remarkable and healthy pace.

Sanosan brand USPs match the core values of Glowderma for the trust, care, and safety they provide. Sanosan premium baby skin care aspires to be the go-to choice for parents who always look for the best for their little one.

Demand for baby products containing natural ingredients

Parents always look for products that provide better care to their babies, keeping safety and effectiveness in mind. New mothers especially opt for products that match international standards and are acclaimed by various prestigious research and testing organizations.

Therefore, most premium quality brands focus on providing natural, organic, and chemical-free ingredients to increase their reach to customers who are looking for safe natural products, free from harmful & toxic chemicals.

Keeping this in mind, the entire Sanosan baby skin care range has been kept void of parabens, paraffin oil, silicones, and sulphates (viz. SLS & SLES, etc.). Sanosan offers the best of the natural ingredients in all products with the best quality, efficacy, safety, and value for money. Therefore, millions of parents across 70+ countries, prefer Sanosan baby products for their babies.

Future opportunities

As per one research by RNCOS, the Indian baby care market has gained revenues close to $31 billion from 2014 to 2019. Hence there are clear and huge growth prospects in the baby care segment. The future of the baby care market is certainly bright and evolving and we are confident that Sanosan Baby will provide the best care to babies ‘Naturally with love’ and will go on to become one of the most trusted brands in India.