It’s All About Baby RSS

Posted July 2015

According to IRI, in 2014 the US baby personal care market was an $830 million dollar business within just the mass market alone. The leading brands include Johnson & Johnson, Aveeno and Cetaphil.

Over the past year, baby soaps in the US have seen a 3.5% increase in sales, with 47% of consumers surveyed saying they purchased baby bar soap.

Despite a small decrease in the US birth rate, a couple of things have kept the baby market moving forward. First of all, parents want the best and safest products for their children. Second, the number of parents who are aware that their babies are suffering from skin issues is continuing to rise. Products for sensitive skin and products that treat eczema are being used on babies as well as by adults.

Top Claims

The top claims in baby skin care are:

  • For sensitive skin

  • Natural/botanical based formulations

  • Moisturization

The “free from” claim is also very important as parents look for the safest products possible for their babies. Over the past few years an increasing percentage of personal care baby products claim they don’t use petroleum-based ingredients and that they are fragrance free.

“Pediatrician approved” is replacing “Dermatologist approved” as the most positioning prevalent claim.

Market Update

Based on a recent Mintel survey:

• 45% of parents are looking for personal care baby products that are “Non-irritating”.

• Only one in five US parents are brand loyal when buying products for their baby.

• There is opportunity for more natural and OTC-type products targeted to babies.

New Products

Some recent additions to the baby market include the medically-positioned brand Cetaphil Baby and the naturally-positioned brand Tom’s of Maine.

Online powerhouse Amazon has also joined in the baby crazy with the launch of their own line of baby products called Amazon Elements.

If you are interested in adding a baby bar to your product line, please contact us at