The Baby Care market is showing growth, particularly in the areas of naturals and sun care. It is strengthening its foothold with products that appeal to consumers' consciousness regarding performance and ingredients and continues to make inroads with products and brands that consumers trust, at all price points. The hallmarks of a successful baby care product today have a lot to do with confidence in the product and an emphasis on health and natural sources.
According to Euromonitor, baby care product sales are getting a boost by such growing markets as China, Latin America, and Western Europe, with interest also being shown in the area of baby bath care, as well as specific formulations that contain no phthalates or parabens, and those that are specifically formulated to be safe and gentle for baby's sensitive skin. There are also treatments for eczema and special formulations to eliminate irritation, protect, and prevent future skin irritation. The range of options for consumers has broadened, as baby care product kits, with smaller sizes, have become increasingly popular and convenient for travel. In addition, Mother and Baby Kits have proliferated, making such items as skin nourishing and moisturizing massage oils for babies and their moms, increasingly popular. Taking the kit concept a step further, product lines are introducing complementary care, with gentle soaps and treatments for babies, as well as stretch mark and nipple protectant creams for moms.
There has also been a proliferation of gentle specialty shampoos and conditioners for baby fine hair, that tames wisps, detangles, and conditions, while it makes styling the very fine hair of babies an attainable option, particularly for after naps and bath. In addition, baby curls are getting a special nod from such curl specialists as Ouidad, with a history of caring for curls, while naturally positioned brands like Burt's Bees offer healthy alternatives for talc in dusting powder, by featuring ingredients such as cornstarch and slippery elm; and Aveeno Baby Care, offers effective diaper cream and sun care options. Functional and phthalate free continue to appeal to consumers, and while many customers turn to trusted brands, they are also reading labels to search for healthy ingredients, catchphrases, and certifications.