‘RnR’ market research has a new report analyzing the global market for baby powder, and says it will be worth $659 million by the end of 2019.

The company says that baby powder products are demonstrating innovation in several ways – brands are improving the performance, safety, and efficiency of baby hygiene products.

One way that companies are doing this is through the help of suppliers, as well as in-house R&D teams, which are developing variants of baby powder products that depend on skin types and age. For instance, Johnson & Johnson remains committed to investing in R&D with an aim of delivering high quality and innovative products.

The global baby powder market is dominated by Chicco, Johnson & Johnson, and Pigeon. Key players also include Burt’s Bees, Mothercare, and PZ Cussons. Other Prominent Vendors in the market are Anti-Monkey Butt, ASDA, Bathtime Kids, Caldesene, Curash Baby Care, Gaia, Gerber, Gentelle, Himalaya, Morissons’, Simple, and Superdrug.

The competitive environment in this market is expected to intensify with an increase in product/service extensions, the research firm says. Plus, international players are expected to grow inorganically during the forecast period by acquiring regional or local players.

There is a downside – the health risks associated with baby powder is expected to deter the growth of the market during the forecast period. Usage of talcum powders could cause respiratory problems such as Talcosis in infants. Studies suggest that the inhalation of talcum powder could also cause pneumonia and asthma in extremely sensitive babies. For instance, during 2013, Johnson and Johnson’s India plant license was revoked, by the Maharashtra FDA. The due to the usage of ethylene oxide, a substance used for the production of industrial chemicals, in the sterilization process of their baby powder product.