Baby product statistics at a glance
Baby product statistics tell a simple story: demand is shaped by births, feeding patterns, safety scrutiny, and large consumer-goods companies that still treat baby care as a core category.
The numbers below show both the size of the market and the pressure points that matter most. Births, breastfeeding, formula safety, and category performance all connect back to how parents buy, use, and evaluate baby products.
Key takeaways
- U.S. births totaled 3,596,017 in 2023, down 2% from 3,667,758 in 2022 (CDC FastStats Births).
- The U.S. general fertility rate fell to 54.5 births per 1,000 women ages 15-44 in 2023 (CDC Data Brief 507).
- About 1 in 4 infants are exclusively breastfed through 6 months as recommended (CDC About Breastfeeding).
- Low breastfeeding rates add more than $3 billion a year to U.S. medical costs for mothers and children (CDC About Breastfeeding).
- In 2025, P&G’s Baby, Feminine & Family Care segment generated $20.248 billion in net sales (P&G FY2025 Annual Report).
- The FDA tested 312 infant formula samples in FY2023-2025 (FDA Infant Formula Product Testing Results).
- 99% of those formula samples had no detectable pesticides, and glyphosate and glufosinate were not detected in any samples (FDA Infant Formula Product Testing Results).
- The Fisher-Price Snuga Swing recall covered about 2.1 million swings in the U.S. (CPSC Fisher-Price Snuga Swings recall).
Table of contents
- Birth trends and demand signals
- Breastfeeding and feeding behavior
- Baby product category economics
- Formula testing and safety data
- Recall and risk statistics
- What the numbers suggest for shoppers and brands
Birth trends and demand signals
The most basic driver of baby product demand is the number of births, and the recent U.S. trend has been lower, not higher.
Big number: U.S. births were 3,596,017 in 2023, compared with 3,667,758 in 2022 and 3,664,292 in 2021 (CDC FastStats Births; CDC Data Brief 507).
That means the market is working with a slightly smaller cohort of newborns than the year before, even before you factor in how families differ in what they buy, whether they breastfeed, and how much formula or care equipment they need.
Birth and fertility comparison
| Year | U.S. births | General fertility rate |
|---|---|---|
| 2021 | 3,664,292 (CDC Data Brief 507) | 56.3 per 1,000 women ages 15-44 (CDC Data Brief 507) |
| 2022 | 3,667,758 (CDC FastStats Births; CDC Data Brief 507) | 56.0 per 1,000 women ages 15-44 (CDC Data Brief 507) |
| 2023 | 3,596,017 (CDC FastStats Births) | 54.5 per 1,000 women ages 15-44 (CDC Data Brief 507) |
Why this matters
- The 2023 decline was not just a small statistical wobble. It pushed both the birth count and the fertility rate lower at the same time (CDC FastStats Births; CDC Data Brief 507).
- A lower fertility rate means fewer births relative to the population of women ages 15-44, which can affect everything from diaper volume to bottle and formula demand (CDC Data Brief 507).
- Baby product categories tend to feel even modest changes in births because many purchases are concentrated in the first months of life.
Fast facts on demand pressure
- Births in 2022 were already only slightly above 2021, at 3,667,758 versus 3,664,292 (CDC FastStats Births; CDC Data Brief 507).
- The 2023 count moved lower to 3,596,017, a visible drop in one year (CDC FastStats Births).
- The general fertility rate slid from 56.3 in 2021 to 56.0 in 2022 and then to 54.5 in 2023 (CDC Data Brief 507).
Breastfeeding and feeding behavior
Breastfeeding statistics matter because they shape how much families rely on bottles, pumps, nipples, storage products, and formula.
The CDC data shows a mixed picture: more babies start breastfeeding than before, but continued exclusive breastfeeding through 6 months remains much lower.
What the breastfeeding numbers say
- About 1 in 4 infants are exclusively breastfed through 6 months as recommended (CDC About Breastfeeding).
- The share of babies starting breastfeeding rose from 73% in 2004 to 86% in 2022 (CDC About Breastfeeding).
- Black infants have an ever-breastfed rate of 78%, below the national average of 86% (CDC About Breastfeeding).
- Births in hospitals with recommended maternity care practices supporting breastfeeding rose from 3.8% in 2010 to 28.9% in 2021 (CDC About Breastfeeding).
- Low breastfeeding rates add more than $3 billion a year to U.S. medical costs for mothers and children (CDC About Breastfeeding).
A compact read on the breastfeeding shift
| Metric | Earlier value | Later value | Source |
|---|---|---|---|
| Babies starting breastfeeding | 73% in 2004 | 86% in 2022 | CDC About Breastfeeding |
| Hospitals with recommended maternity care practices | 3.8% in 2010 | 28.9% in 2021 | CDC About Breastfeeding |
| Exclusive breastfeeding through 6 months | About 1 in 4 infants | About 1 in 4 infants | CDC About Breastfeeding |
What this means for baby products
- Higher breastfeeding initiation can still support demand for pumps, storage bags, bottles, and cleaning products, even when exclusive breastfeeding rates lag.
- The gap between starting breastfeeding and sustaining it suggests many families move between feeding methods rather than using only one product set.
- The hospital practice data points to a broader system effect: maternity care practices can influence feeding behavior at the very start (CDC About Breastfeeding).
Notable pattern
The market is not simply split into breastfeeding versus formula. The data suggests a more mixed reality, where many families need a combination of products across the first year, and that keeps the category broader than any one feeding mode alone.
Baby product category economics
The baby product market is also visible inside the financial results of large consumer-goods companies.
P&G and Kimberly-Clark both publish enough detail to show that baby care is not a niche side business. It is part of large, multi-category portfolios that still depend on steady sales, share positions, and regional performance.
P&G baby care by the numbers
- In 2025, P&G’s Baby, Feminine & Family Care segment posted $20.248 billion in net sales (P&G FY2025 Annual Report).
- That segment generated $4.013 billion in net earnings in 2025 (P&G FY2025 Annual Report).
- The segment represented 19.8% of P&G net sales in 2025 (P&G FY2025 Annual Report).
- P&G Baby, Feminine & Family Care net sales were essentially flat year over year at $20.248 billion versus $20.277 billion (P&G FY2025 Annual Report).
- Organic sales increased 1% in 2025 after adjusting for foreign exchange, acquisitions, and divestitures (P&G FY2025 Annual Report).
- P&G global market share for the Baby, Feminine & Family Care segment decreased 0.2 points in 2025 (P&G FY2025 Annual Report).
Kimberly-Clark’s baby-related footprint
- Kimberly-Clark says it operates in more than 175 countries and territories (Kimberly-Clark 2025 Annual Report).
- Its brands hold No. 1 or No. 2 share positions in approximately 70 countries (Kimberly-Clark 2025 Annual Report).
- Baby & Child Care is one of Kimberly-Clark’s five global daily-need product categories (Kimberly-Clark 2025 Annual Report).
- North America net sales were $10.753 billion in 2025, with a 2.4% decline (Kimberly-Clark 2025 Annual Report).
- North America organic sales increased 1.8% in 2025 (Kimberly-Clark 2025 Annual Report).
- North America volume gains were 2.6% in 2025 (Kimberly-Clark 2025 Annual Report).
- International Personal Care net sales were $5.694 billion in 2025, down 0.9% (Kimberly-Clark 2025 Annual Report).
- International Personal Care organic sales increased 1.7% in 2025 (Kimberly-Clark 2025 Annual Report).
P&G versus Kimberly-Clark in one view
| Company / segment | 2025 sales or net sales | Other key figure | Source |
|---|---|---|---|
| P&G Baby, Feminine & Family Care | $20.248 billion | $4.013 billion net earnings | P&G FY2025 Annual Report |
| P&G Baby, Feminine & Family Care | $20.248 billion | 19.8% of P&G net sales | P&G FY2025 Annual Report |
| Kimberly-Clark North America | $10.753 billion | 2.6% volume gains | Kimberly-Clark 2025 Annual Report |
| Kimberly-Clark International Personal Care | $5.694 billion | 1.7% organic sales growth | Kimberly-Clark 2025 Annual Report |
Why the segment data matters
- Large brands can show flat or modestly changing sales even when the underlying category is under pressure from lower births (P&G FY2025 Annual Report; CDC FastStats Births).
- Market share changes of 0.1 points or 0.2 points matter in a category that is both recurring and highly sensitive to trust, price, and availability (P&G FY2025 Annual Report).
- Regional performance can differ a lot. P&G’s Baby Care unit volume declined across all regions except Greater China, where it increased due to share gains (P&G FY2025 Annual Report).
- P&G Baby Care organic sales increased double digits in Greater China, were unchanged in Latin America, and decreased low single digits overall (P&G FY2025 Annual Report).
Formula testing and safety data
Infant formula is one of the most scrutinized parts of the baby product universe, and the available statistics show why.
The FDA’s testing results give a narrow but useful snapshot of what regulators looked for in infant formula samples across FY2023-2025.
Fast facts from FDA testing
- The FDA tested 312 infant formula samples in FY2023-2025 (FDA Infant Formula Product Testing Results).
- Mercury was not detected in 296 of 312 samples, or 95% (FDA Infant Formula Product Testing Results).
- Cadmium was not detected in 106 of 312 samples, or 34% (FDA Infant Formula Product Testing Results).
- Lead was not detected in 61 of 312 samples, or 20% (FDA Infant Formula Product Testing Results).
- Arsenic was not detected in 18 of 312 samples, or 6% (FDA Infant Formula Product Testing Results).
- 309 of 312 samples, or 99%, had no detectable pesticides (FDA Infant Formula Product Testing Results).
- Glyphosate and glufosinate were not detected in any samples (FDA Infant Formula Product Testing Results).
- Only three samples had detectable pesticide levels, each at 0.20 to 0.25 ppb (FDA Infant Formula Product Testing Results).
How to read those figures
The FDA figures do not turn formula into a simple pass-or-fail story. They show what was not detected in the sample set, and they do so across a fairly broad testing program of 312 samples (FDA Infant Formula Product Testing Results).
That matters because formula buyers are often looking for consistency and reassurance. In a category where families are making repeated purchases, testing data can shape confidence as much as branding or price.
Market concentration in formula
The older USDA ERS market data adds another layer by showing how concentrated the U.S. supermarket formula market was in the analysis period.
- Mead Johnson and Ross accounted for 89% of U.S. supermarket sales volume in the second quarter of 2004 (USDA ERS Infant Formula Market).
- Nestle accounted for 10% of the U.S. supermarket infant formula market by volume in that same analysis (USDA ERS Infant Formula Market).
- Milk-based formula represented 77% of formula sold by volume (USDA ERS Infant Formula Market).
- Soy-based formula represented 17% (USDA ERS Infant Formula Market).
- Other formula bases, mainly protein hydrolysate, represented 6% (USDA ERS Infant Formula Market).
Formula mix shifts over time
| Formula type or channel | Earlier value | Later value | Source |
|---|---|---|---|
| Powdered formula | 44% in 1994 | 62% in 2000 | USDA ERS Infant Formula Market |
| Liquid concentrate | 42% in 1994 | 27% in 2000 | USDA ERS Infant Formula Market |
| Ready-to-feed formula | 14% in 1994 | 11% in 2000 | USDA ERS Infant Formula Market |
| DHA- and ARA-supplemented formula share of supermarket formula dollar sales | N/A | 63.6% in Q2 2004 | USDA ERS Infant Formula Market |
Price comparisons in the USDA analysis
- From January 1998 to August 2005, Mead Johnson powdered unsupplemented formula wholesale prices rose 24.4% (USDA ERS Infant Formula Market).
- Ross powdered unsupplemented formula wholesale prices rose 20.5% (USDA ERS Infant Formula Market).
- Nestle powdered unsupplemented formula wholesale prices rose 29.4% (USDA ERS Infant Formula Market).
- Mead Johnson liquid concentrate prices rose 26.3% over the same period (USDA ERS Infant Formula Market).
- Ross liquid concentrate prices rose 26.0% (USDA ERS Infant Formula Market).
- Nestle liquid concentrate prices rose 24.4% (USDA ERS Infant Formula Market).
- Over the same 1998-2005 comparison period, the CPI for all items rose 21.5% (USDA ERS Infant Formula Market).
- The CPI for food at home rose 17.7% (USDA ERS Infant Formula Market).
- The CPI for nonprescription drugs and medical supplies rose 3.3% (USDA ERS Infant Formula Market).
What stands out
Formula is both concentrated and highly price-sensitive. The market-share figures show a narrow supplier base, while the price data shows formula price growth often exceeded broader consumer inflation over the comparison period (USDA ERS Infant Formula Market).
Recall and risk statistics
Recall data is one of the clearest ways to see how baby product safety challenges are measured in practice.
These numbers are not about the size of the whole market. They are about how large some specific recall events can be, and how quickly they can affect parents, retailers, and regulators.
Major recall figures
- The Fisher-Price Snuga Swing recall covered approximately 2.1 million swings in the U.S. (CPSC Fisher-Price Snuga Swings recall).
- It also covered about 99,000 swings in Canada and about 500 in Mexico (CPSC Fisher-Price Snuga Swings recall).
- The recall cited five deaths involving infants 1 to 3 months old between 2012 and 2022 (CPSC Fisher-Price Snuga Swings recall).
- The Snuga Swings sold in the U.S. for about $160 from October 2010 through January 2024 (CPSC Fisher-Price Snuga Swings recall).
- The LXDHSTRA baby lounger and crib bumper recall covered about 360 units (CPSC LXDHSTRA recall).
- The ZHORANGE portable bassinets recall covered about 230 units (CPSC ZHORANGE recall).
- The Nezmdi infant swings recall covered about 1,420 units (CPSC Nezmdi recall).
- The Peg Perego Tatamia recall covered about 950 units (CPSC Peg Perego recall).
A short comparison table for recall scale
| Recall | Approximate units covered | Extra detail | Source |
|---|---|---|---|
| Fisher-Price Snuga Swing | 2.1 million in the U.S. | 5 deaths cited; sold for about $160 | CPSC Fisher-Price Snuga Swings recall |
| Nezmdi infant swings | 1,420 | Sold on Amazon for about $70 | CPSC Nezmdi recall |
| Peg Perego Tatamia | 950 | Ice gray color; manufactured on or after June 23, 2022 | CPSC Peg Perego recall |
| ZHORANGE portable bassinets | 230 | Sold for between $0 and $76 | CPSC ZHORANGE recall |
| LXDHSTRA baby lounger and crib bumper | 360 | Sold on Amazon for $30 to $34 | CPSC LXDHSTRA recall |
FDA infant botulism investigation statistics
- The FDA infant formula outbreak investigation reported 23 infants with suspected or confirmed infant botulism and confirmed exposure to ByHeart formula as of November 14, 2025 (FDA infant botulism investigation).
- Those 23 infants were reported from 13 states (FDA infant botulism investigation).
- All 23 infants in that FDA report were hospitalized (FDA infant botulism investigation).
- For 22 of those cases, illness onset dates ranged from August 9 to November 11, 2025 (FDA infant botulism investigation).
- A separate FDA update on November 10, 2025 reported 15 infants with confirmed exposure from 12 states (FDA infant botulism investigation).
- Since August 1, 2025, 84 infants nationwide received treatment for infant botulism, and 36 of them had any powdered formula exposure (FDA infant botulism investigation).
- Of those 84 treated infants, 15 consumed ByHeart formula, which was more than 40% of those with powdered formula exposure (FDA infant botulism investigation).
Why these figures matter
The recall and investigation statistics show how much trust sits inside baby product purchasing.
A parent is not just buying a product category. They are buying a seat, a swing, a bottle, a formula can, or a lounger with the expectation that it will perform safely in daily use. When that trust is broken, the event can be large enough to involve millions of units or multiple states.
What the numbers suggest for shoppers and brands
The supplied statistics point to a market that is broad, stable in some places, and under pressure in others.
For shoppers
- Birth and fertility figures suggest a slightly smaller pool of newborn demand in 2023 than in the prior year (CDC FastStats Births; CDC Data Brief 507).
- Feeding choices are mixed, so it is normal for families to buy products across both breastfeeding support and formula use (CDC About Breastfeeding).
- Formula safety and recall data show why many parents pay close attention to testing, sourcing, and product history (FDA Infant Formula Product Testing Results; FDA infant botulism investigation).
For brands
- The big consumer-goods numbers show baby care still contributes meaningful revenue inside major portfolios, even when growth is uneven (P&G FY2025 Annual Report; Kimberly-Clark 2025 Annual Report).
- Small share changes matter because the category is recurring and trust-driven, not a one-time purchase market (P&G FY2025 Annual Report).
- Regional splits matter too: a category can be flat overall while still gaining in one region and slipping in another (P&G FY2025 Annual Report).
The clearest data patterns
- Births are down slightly, not collapsing, but the direction is lower (CDC FastStats Births).
- Breastfeeding initiation is rising, while exclusive breastfeeding remains much lower than initiation (CDC About Breastfeeding).
- Formula is concentrated, heavily monitored, and sensitive to pricing and safety concerns (USDA ERS Infant Formula Market; FDA Infant Formula Product Testing Results).
- Recall events can scale from a few hundred units to millions of units, which makes risk management a central part of the category (CPSC recall statistics).
When taken together, the statistics show why baby product demand is not just a simple function of birth counts. Feeding behavior, product trust, safety reviews, and the financial performance of major brands all shape how the category behaves in practice.