Indian
baby personal products category has huge potential as it largely remains
under-penetrated despite an estimated 26 million children born every year in
the country. Country is under-branded in the baby care category despite high
potential and birth rates. There has been low level of innovation and product
introductions. There was only Johnson & Johnson who was market leader. But with
the passage of time more and more players are coming in the baby care segment
with product innovation and grabbing significant share. The leading players are
Patanjali shishu care, Johnson & Johnson, Himalaya, and Baby Dove.
With more and more nuclear
families coming in, all the resources, energy, effort and money goes into that
one child (or two children) of the family. There is no concept of half-a-dozen
children. This has made parents more conscious of their choices. India’s baby care market saw considerable
activity in past two years, with new companies entering the segment and
existing players making headway into new sub-categories.
Johnson & Johnson spread
its root into India 70 years ago in 1947. Since then, the Company has brought
many innovative ideas, products and services to improve the health and
well-being of people in India. Generations of mothers and fathers in India have
placed their trust in Johnson’s baby to provide them with safe, clinically
proven mild and gentle products that ultimately enhance the intimate bond
between a mother and baby. It is the only name in the industry for years and
years till the entry of Himalaya in 2007 exact after 60 years. According to
research report on "India Baby Cosmetic Market Outlook, 2021", Johnson & Johnson
has market share of nearly 40% in overall market. Recently it has launched Aveeno body
care range in India. Aveeno Baby which already has presence across six
categories and 22 markets will mark Johnson & Johnson’s foray into premium
baby care segment in India.
Himalaya has a strong
presence in segments such as pre-bath (massage oil), bath (soap, bubble bath)
and post-bath (creams, lotions and curatives). And as consumer spend on babies
increases; Himalaya is expanding its range. For instance, it has forayed into
wet wipes and diapers. The company has launched its first exclusive 'moms &
babies' shop in Bengaluru, and plans to introduce additional 25 new outlets in
leading metros and non-metro cities this financial year. As part of its
innovative offering, the shop will assist mothers with doctor consultation
services and have breast-feeding units and nappy changing units within the
shop.
The year 2016 being good for
two big giant i.e. Patanjali and HUL as they entered into baby care segment in
this year. India is the second country after Brazil, where this brand is
present and has struck to its philosophy of ‘Real Moms’ rather than perfect
moms. In the launch event Genelia Deshmukh and Tara Sharma, both mother of two
kids shared their views on motherhood. For those who have been religious users
of Dove products, arrival of Baby Dove was welcome news. Ptanjali, harping on
its ‘natural products’ positioning and affordable pricing, Baba Ramdev's
Patanjali Ayurved has also launched baby care products under 'Shishu
Care'. Shishu Care was launched as a separate vertical by the company in August
2016. Patanjali has emerged as a challenger to consumer packaged goods giants
like Hindustan Unilever Ltd (HUL), Nestle India Ltd and Colgate-Palmolive
(India) Ltd. In the baby care segment, it’ll compete with US multinational
Johnson & Johnson. Thus all the players have taken their position and are
ready to hear, "on your mark, get set, go".
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