From skincare to infant formula, parents want the best 
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Indian parents are willing to shell out big bucks when it comes to their babies, going out of their way to shop for products with no harmful substances – or “no nasties” as it is called. According to the latest data released by Worldpanel by Numerator (formerly known as Kantar), parents in the country are on an average spending ₹6,800 annually on baby care products in urban regions. There has been a 12 per cent rise in spends in the category over the last year despite inflationary pressures.

Noting that nearly 62 per cent of consumers in urban regions are opting for top quality products, the research and insights firm said that the premium segment in infant formula, baby soaps and skincare products has seen a growth in strong double digits.

Conscious parenting

K Ramakrishnan, MD – South Asia, Worldpanel by Numerator told businessline, “The baby care market has seen quite a lot of themes of growth over the last few years. For instance, in 2017 and 2018 the theme was personal care categories. In 2019, just before the pandemic hit, it was the adoption of convenience; in 2020, the baby care market saw a boom as families stocked up on necessities for the most vulnerable. In 2025, if we have to put a theme, it would be ‘beyond the ordinary’.

“Mothers are preferring products that have ‘no nasties’ for their babies,” he says. About two-thirds (67 per cent) stick with products marketed as no nasties until the baby turns two years old. Close to 62 per cent of the mothers also stick to premium products till their babies turn two. “This first two-year period is a closely watched age, and a majority of mothers seem to see this as a tipping point to introduce more broad-based products such as adult soaps, or adult foods for their toddlers,” he explained. This means products that are free from pesticides, GMO, preservatives, gluten or artificial colours are finding their way to parents’’ shopping lists.

Moving online

Quick commerce and e-commerce segments are benefitting from the premiumisation wave. In the 12 months period that ended June 2021, only about 9 per cent of urban households were shopping online. It has now grown to 25 per cent in the 12 months period that ended June 2025.

“Nearly 25 per cent of baby FMCG shoppers now shop online, and this channel generates 18 per cent of the total baby FMCG volume. Online shopping helps parents with peer recommendations of products and experiment with various products,” Ramakrishnan added.

What kind of products are parents buying online for their babies? About 19-20 per cent of baby FMCG shoppers are buying diapers and baby wipes. Nearly 8-10 per cent of urban households are turning online to buy skincare, hairwash, soaps, body wash and powder for their babies depending on the categories. The baby panel data looked at purchases done for 75,000 babies of 0-36 months across 11 FMCG categories (NCCS ABC All India Urban).

Cashing in

Brands are gearing up to cash in on the boom in baby care, especially in the online channel. Take Honasa Consumer, which has identified the baby care segment as one of its “focus categories” and said that its brand Mamaearth aims to establish itself among the top three players nationally. In its FY25 annual report, the company noted, “Baby care, a ₹1,200-1,500 crore category (covering creams, lotions, and other liquid-based products) is expected to grow over 7 per cent (based on industry GMV estimates), and remains a key focus area for Honasa through Mamaearth.”

Branded baby care is no longer content with baby steps but taking giant leaps. 

Published on September 8, 2025