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The major players are adopting organic and inorganic strategies such as, focusing on increasing their presence through mergers and acquisitions. For instance, in 2016, Dabur South Africa (Pty) Ltd., acquired South Africa’s CLT group of Companies personal care, hair care, and cream businesses.

For instance, in January 2016, Dabur India entered into the baby care products and the company launched a new brand ‘Dabur Baby’, a baby massage oil made from olive and almond. This new product is expected to gain healthier market share in Indian baby care products market in forthcoming years.

In July 2016, Johnson and Johnson acquired Vogue International LLC which manufactures and distributes hair care and other personal care products.

For instance, in July 2019, Pampers, a brand of Procter & Gamble (P & G) launched 'lumi' smart diapers and comprises an all-in-one connected system that includes two activity sensors for diapers, a logitech camera that works as a wi-fi monitor and an app to record all the data. This new product monitor baby’s sleeping patterns and track their pee.

In August 2019, Kimberly-Clark and United Nations Children’s Fund (UNICEF), to improve the lives of nearly 2 million babies and young children across 16 countries in Latin America and the Caribbean. It is expected that over the three years, Kimberly-Clark’s will contribution through Huggies global 'No Baby Unhugged' program used to support and grow UNICEF’s current Early Childhood Development (ECD) initiatives in some Latin American countries.

For instance, in September 2016, Unilever acquired Seventh Generation Inc., a U.S. based company which manufacturer of baby care products and laundry products. This acquisition is expected to strengthen Unilever’s presence in U.S. baby care products market.