Articles / Mother & Baby Products: Standards, Safety, and Market Opportunities in the Modern Era

Articles : Mother & Baby Products: Standards, Safety, and Market Opportunities in the Modern Era

Mother & Baby Products: Standards, Safety, and Market Opportunities in the Modern Era

27 May 2026

From essential goods to a multi-billion market — understand the laws, standards, and business opportunities before investing

The Growth of the Mother & Baby Market: From Essential Goods to a Multi-Billion Market

Over the past decade, the "Mother & Baby Products" market has become one of the most steadily growing industries in Asia, especially in Thailand and the ASEAN region. Although the birth rate is declining, the behavior of modern parents has shifted significantly. They choose "quality over quantity" and are willing to pay for safety, gentleness, and convenience in caring for their children.

A Market That Remains Worth Investing In

Data from Euromonitor indicates that the mother & baby product market in the Asia-Pacific region was worth more than USD 30 billion in 2023, with an average growth rate of more than 8% per year. Thailand alone has a market worth more than 40 billion baht, covering baby food, baby care equipment, cosmetics for mothers, and home medical devices. This is a clear signal that this business segment remains "worth investing in" and open to new entrepreneurs.

Classifying Mother & Baby Products

Mother & baby products can be divided into 4 main groups, each with a different "legal framework" and "safety standard" — something brand owners and investors should understand deeply before starting to develop and bring products to market.

1. Baby Equipment

Such as baby bottles, strollers, cribs, car seats, seat cushions, baby carriers, and daily-use items for infants and young children

2. Skin & Personal Care

Such as baby moisturizers, diaper rash creams, baby shampoo, baby sunscreen, as well as postpartum care creams for mothers

3. Baby Food & Infant Formula

Covering various formula milks, purees, baby snacks, and organic products for appropriate nutrition at each stage of age

4. Medical Devices for Mother & Baby

Such as breast pumps, thermometers, temperature or oxygen meters, and home health-care devices

4 Product Groups: Law, Standards, and Business Opportunities

Each group has a different legal framework and safety standard — study them all thoroughly before investing.

1. The Baby Equipment Group: Safety Is the Core

Baby equipment such as car seats, strollers, or cribs falls under the oversight of the Thai Industrial Standards Institute (TISI), with specific TIS standards such as TIS 3418-2565 for car seats and TIS 969-2533 for baby bottle nipples. The Land Traffic Act (No. 13) B.E. 2565 requires children under 6 years old to sit in a car seat. Modern parents value BPA-free materials and Smart Baby Gear connected to applications. Leading brands include Graco, Chicco, Combi, Joie, and Thai brands such as BonnyKids and Punnita.

2. Skin & Personal Care Products: Gentleness Must Be Provable

These fall under the Cosmetics Act B.E. 2558 (2015) and must be notified to the FDA before sale. The FDA prohibits certain substances, such as silver chloride above 0.004% in products for children under 3 years old. The factory must pass GMP and should have Non-Irritation Test or HRIPT results. The Natural & Organic Baby Care trend is growing by more than 10% per year. Popular brands include Johnson's Baby, Sebamed, Mustela, Mama's Choice, and Smooth E Baby.

3. The Baby Food & Formula Group: A Business Requiring Both Quality and Responsibility

These fall under the Food Act B.E. 2522 (1979) and the Act Controlling the Marketing Promotion of Food for Infants and Young Children B.E. 2560 (2017), which prohibits advertising formula or infant food in a persuasive manner. The Thai market is worth more than 40 billion baht, with intense competition among Nestlé, Danone, Abbott, and Mead Johnson. In ASEAN, Indonesia and the Philippines are the largest markets. Opportunities for Thai producers include baby supplementary foods from local raw materials, such as germinated brown rice, organic soybeans, or Thai fruits.

4. Medical Supplies & Devices: A Small but Fast-Growing Market

These fall under the Medical Device Act B.E. 2551 (2008) and must be licensed for import or registered before sale, such as breast pumps and thermometers. The international standards are ISO 13485 and CE Mark / FDA. The breast pump market in Asia-Pacific is expected to reach USD 438 million in 2024, growing at an average of 10% per year. Popular brands include Medela, Spectra, Philips Avent, Unimom, and Omron.

4 Product Groups: Law, Standards, and Business Opportunities

The Mother & Baby Market: Opportunity That Comes With Responsibility

An End-to-End Technical Advisor for Mother & Baby Brands

NatureProf is one of the companies providing end-to-end research, development, and testing of health and beauty products, with an international-standard testing laboratory. We not only serve as an analytical lab, but also as a "technical advisor" for brand owners who want to develop mother & baby products to international standards — from formula concept to strategic planning for real market entry.

A Trust-Building Business — Starting With Provable Standards

The mother & baby product market is not merely a "revenue-generating business," but also a "trust-building business." Understanding the laws, standards, and consumer expectations is the key to surviving in this market. For entrepreneurs who want to develop mother & baby products — whether baby moisturizers, lotions for pregnant mothers, baby food, or medical devices — starting with testing and quality certification by experts is the first step to success.

NatureProf's Role in Raising the Standard of Mother & Baby Products

Safety & Efficacy Testing

Covering active-substance analysis, safety testing, and the preparation of documents for product registration

Heavy Metals & Microbial Testing

Confirming safety for the skin of children and pregnant mothers according to international standards

Non-Irritation and HRIPT Testing

An end-to-end service from the testing stage to issuing certified results to international standards

Documentation and Legal Consultation

MSDS, Specification Sheet, COA, TDS, and consultation on marketing law and FDA registration

Standards & Testing

A strategic perspective: why entrepreneurs should prioritize "standards."

1. Safety Is the Main Selling Point

The mother & baby market is one in which consumers verify information the most. Quality certification and test results from credible laboratories, such as VISBIO or NatureProf, are therefore factors that build trust at the brand level.

2. Laws Are Becoming Stricter Every Year

In both Thailand and ASEAN, government agencies are continuously raising standards for the mother & baby product group, such as controlling prohibited substances in baby cosmetics and restricting infant food advertising. Entrepreneurs need to keep up with the law and prepare certification documents from the source.

3. Consumers Are Ready to Pay for "Provable" Products

Brands that can show safety test results (Non-Irritation, Hypoallergenic, Heavy Metal Test) or quality certification to ISO/GMP standards will earn significantly more trust than ordinary brands.

References

Sources

Department of Health. (2023). Standards for Maternal and Child Health Services. Ministry of Public Health.
Department of International Trade. (2024). ASEAN Market Trends Report for the Mother and Baby Product Group, 2024. Ministry of Commerce.
Ministry of Industry, Thai Industrial Standards Institute. (2022). TIS 3418-2565 Standard for Child Restraint Systems in Motor Vehicles (Car Seats). Bangkok: Thai Industrial Standards Institute.
Ministry of Public Health. (1979). Food Act B.E. 2522 (1979). Bangkok: Food and Drug Administration.
Ministry of Public Health. (2008). Medical Device Act B.E. 2551 (2008). Bangkok: Food and Drug Administration.
Ministry of Public Health. (2015). Cosmetics Act B.E. 2558 (2015). Bangkok: Food and Drug Administration.
Ministry of Public Health. (2017). Act Controlling the Marketing Promotion of Food for Infants and Young Children B.E. 2560 (2017). Bangkok: Food and Drug Administration.
Ministry of Public Health. (2021). Notification of the Ministry of Public Health on Prohibited Substances in Cosmetics (such as silver chloride). Government Gazette, Vol. 138, Special Part 122 Ngor.
Government Public Relations Department. (2023). Thais Spend More Than 5 Billion Baht Per Year on Mother and Baby Products. National News Bureau of Thailand.
Office of the Consumer Protection Board. (2023). Safety Guidelines for Selling Toys and Equipment for Young Children. Bangkok: Office of the Consumer Protection Board.
Thai Industrial Standards Institute. (1990). TIS 969-2533 Standard for Baby Bottle Rubber Nipples. Ministry of Industry.
Food and Drug Administration. (2023). Guidelines for Advertising Products for Infants and Young Children Under the Act Controlling the Marketing Promotion of Food for Infants and Young Children B.E. 2560 (2017). Ministry of Public Health.
Euromonitor International. (2023). Baby and Child-Specific Products in Thailand: Market Report 2023. Euromonitor International (Thai translation by NatureProf).

Why You Should Read Articles by Natureprof

→ Understand the 4 mother & baby product groups, the laws, and the relevant standards
→ Thailand and ASEAN market trends, plus business opportunities for entrepreneurs
→ NatureProf is ready to test and consult on mother & baby products end to end

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