“On your mark, get set, go”. The race is on among Patanjali shishu care, Johnson & Johnson, Himalaya, and Baby Dove.
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”.
Bonafide Research & Marketing Pvt. Ltd.
Steven Thomas — Sales & Marketing Manager
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