It’s all child’s Easy-peasy and sweet smelling sprays dominate the category Ava Caridad, Editorial Director
In 2018, the baby and child-specific product market
saw continued demand for products featuring
natural and organic ingredients, according to
market research firm Euromonitor International.
Similar to other personal care categories, growing demand for
natural products stemmed from the added benefits of organic
ingredients and greater awareness of synthetic ingredients.
Playing an even greater role in baby- and child-specific products
in 2018 were social media influencers, leading to demand
for specific brands. With a massive collective following— namely
tech-savvy Millennial mothers—female influencers on Instagram
and YouTube were able to sway the purchasing decisions of many
parents in the U.S., said Euromonitor.
In terms of distribution, the closure of retailer Babies ‘R’ Us in
2018 is likely to shift demand across different, existing channels.
As Babies ‘R’ Us had acted as a one-stop-shop for all baby care
needs, its closure highlights the flaws of the business model as
demand has evidently shifted away from baby-specific retailers.
All about Infants
Baby- and child-specific toiletries stood out for their strong growth
in 2018, said Euromonitor. Due to the increase in the aforementioned
natural and premium products that Millennial parents
prefer, personal care products for baby and child benefited.
14 Spray August 2019
Johnson & Johnson, although having faced
lawsuits over the past decade regarding the safety
of its talcum powder products and failing to
follow the natural products trend, according to
Euromonitor, continues as a leading player with
a major relaunch to address those concerns. Its
125-year-old brand Johnson’s, maker of the iconic
gold baby shampoo, announced that for the first
time since 1973, it is implementing a head-to-toe
packaging change and ingredients overhaul. With
its “Choose Gentle” initiative, Johnson’s is debuting
its classic products with 50% fewer ingredients
and all-new, more modern-looking containers in
the name of transparency and safety.