When it comes to baby care, Indians prefer to shop online

Nearly two-thirds of urban households in India now buy baby care products online, up from just a quarter four years ago, as parents increasingly seek products free from parabens, preservatives, artificial colours and genetically modified ingredients, according to market researcher Numerator (formerly Kantar).

More than 67% of parents surveyed used products without chemicals or additives until the child turned two, while 48% continued until age three. Premium product usage was also high, with 62% opting for premium brands until the baby is at least two years old, regardless of price point, marking a sharp shift from previous years when affordability was a stronger factor in decision-making.

"Parents' attention is maximal in the phase up to 24 months but after the extreme care, they lax a little. Then they shift to other products which are not necessarily meant for babies but are milder," said K Ramakrishnan, managing director, South Asia, Worldpanel by Numerator.


The urban baby care market in the country has grown to ₹7,000 crore from ₹6,200 crore in 2023, even as small towns gradually mimic urban aspirational trends. Natural and medicated products have gained steady ground, with convenience-based formats driving overall growth.

Indian parents on average spend about ₹6,800 annually on baby care, representing nearly a third of the overall household and grocery budget, and the majority opt for higher-end products during the first two years of parenting, the report said. The urban baby care market saw a 12% increase in annual household spending, said the study that tracked purchase behaviour of 7,500 families with children aged up to 3 years across socio-economic segments A, B, and C.