1. Consumer and Innovation
Trends in Baby Personal Care
2014
The latest insights into baby toiletries and diapers
Category series. Published March 2014
Consumer Insight

2. Contents
1. Executive Summary
2. The Market: Where the Opportunities Lie
• SWOT analysis
• Innovation snapshot
• Consumer snapshot
3. The Trends: Consumer and Innovation Insight
• Rising Affluence of Emerging Markets
• Non-Toxic, No Chemicals
• Novel and Indulgent
• Economical and Convenient
4. The Future: What's Next in Baby Personal Care?
5. Appendix
Click on the title to go directly to the relevant section
5
9
10
11
13
15
19
26
36
43
49
51
2
Access the full
report

3. Informed, educated parents
Today’s generation of parents stands out
for being better informed and much more
tech-savvy than their past counterparts.
This means an increased demand for
more personalized product choices.
Growing number of women in the
workforce
This means a higher average disposable
income of the family and rising expenses
on products that are better quality and
specific to their family needs.
Busy lifestyles
Consumers are busier than ever before,
therefore seeking products that make
their lives easier. This is especially true
for moms as they cope with the demands
and responsibilities of work, household
chores, and child care.
Health-oriented
Parents’ innate desire to provide the best
for their children, combined with rising
concerns about harsh chemicals in
personal care products is resulting in an
intense movement towards natural,
organic, ‘free-from’ baby product formats.
Rising affluence of emerging markets
Higher birth rates and stronger economy are fuelling demand
for innovation.
Despite the differences in behavior and attitudes between
consumers from different countries the desire to switch into
higher value, branded products is a common denominator.
Consumer Snapshot
Today’s empowered parents want to purchase the best products for their babies
Source: Datamonitor analysis3
Looking
ahead...
Innovation in baby personal care will be increasingly geared towards high quality, naturally-positioned, and
healthy products. Additionally, emerging markets will drive demand of more personalized products.
Access the full
report

4. Rising Affluence of Emerging Markets
2012 2016
CAGR (2012-
2016)
Indonesia 504,8 1139,6 23%
Thailand 331,8 552,4 14%
China 4027,8 6653,7 13%
Brazil 2115,5 2970,1 9%
South Africa 585,6 813,9 9%
India 216,9 297,5 8%
Romania 161,4 215,6 8%
Poland 572,7 759,8 7%
Russia 942,9 1248,9 7%
Argentina 677,9 886,8 7%
Higher disposable income and education is prompting brands to innovate with more
specialized products
Source: Datamonitor Market Data Analyltics4
Fastest growing countries by value (2012-2016)Growth of baby personal care has been largely fueled by
consumer demand in emerging markets
Although many countries in the developing world continue to
struggle with political unrest, natural disasters, disease, lack of
education, poverty, and other issues that severely impact their
economies and purchasing power, some nations have addressed
their internal issues and entered the global marketplace to
become significant economic powers.
These countries represent major opportunities within the
emerging market due to a combination of large populations,
more women in the workforce, rising disposable incomes,
improved level of education, and rising consumer demand.
Indonesia is showing fastest growth, with an expected CAGR of
23% in value from 2012 to 2016. Other fastest growing emerging
markets for baby personal care products over the next few years
include: Thailand, China, Brazil, South Africa, and India. Further
markets with a bright future outlook have been identified as
Romania, Poland, Russia, and Argentina.
Insight On-trend innovation Take-outs
Looking
ahead...
Brands will be increasingly urged to better understand the peculiarities of needs and tastes in each potential
emerging market and innovate with products that are more personalized to local needs and tastes
Access the full
report

5. Non-Toxic, No Chemicals
Natural is one of the most sought-after skincare benefits by
consumers, especially those with babies
Natural/organic ingredients is among the top three highest priority
benefits for consumers of skincare products. A significant difference
is further observed between shoppers who have 0-4 years old
children living with them as compared to those with no children
(58% against 50% who consider the benefit to be essential or high
priority).
This is explained by both baby’s immature immune system and the
fact that, unlike in adults, baby skin care products are usually
applied to most of their body surface. The result is a more intense
movement towards natural, organic versions, which are usually
perceived as safer and healthier alternatives by consumers.
Natural and organic are top priority in consumer choices of skincare products
Source: Datamonitor Consumer Survey, 20135
Global: skincare shoppers who said the following skincare product benefits were essential or high priority (%), 2013
Consumers with 0-4 years old children living at
home with them
Insight On-trend innovation Take-outs
Consumers with no children living at home
with them
However, consumers have a wrong mindset of what
constitutes a natural product
Many consumers tend to believe that natural and/or organic
products are safe for their children’s health. What most of
them still don’t know is that 100% natural does not always
mean safe as they cannot be properly preserved for a long
period of time without microbiological contamination and
often require refrigeration or expensive one-shot packaging.
This means a real need for brands and marketing personnel
to more strongly invest in consumer education as to
demystify that natural is always the healthiest and safest
alternative
52%
55%
60%
60%
61%
70%
Suitability for
sensitive/hypoallergenic skin types
"Natural"/ organic ingredients
Sun protection benefits (e.g. UV
filters)
Females Males
42%
48%
53%
53%
52%
65%
Access the full
report

6. Novel and Indulgent
Appealing to consumers’ multiple senses through distinctive shape, texture, and visual packaging elements
Unique packaging shapes and materials help to create a recognizable brand identity
Source: Datamonitor Pack Track6
Hipp Baby Liquid Soap,
Austria
• Combination of bottle
shaping and snap-on closure
fitment to create a
recognizable brand identity
• Creates a fun animal
character to help encourage
children to wash their hands
• Soap foam is dispensed from
the duck's beak
Biotropic Bebe Natureza Shampoo,
Brazil
• Unusual bottle shape ensures a good
shelf presence for the range
• Rounded, dumpy shape together with
simple, fun graphics and pastel
colours create a friendly brand
persona
Nuby All Natural Baby Lotion, India
• Combination of soft, rounded shape
and pearlised plastics creates an
attractive and friendly brand persona
• Lid opens and closes with an audible
click to reassure consumer
• Moulded brand logo with a textured
finish raises presentation level
• Closure is shaped to follow on from
bottle contours, giving a streamlined
profile
Penaten Baby Shampoo, Germany
• Soft touch surface finish is
appropriate for a baby product and
evocative of soft baby skin
Insight On-trend innovation Take-outs
Access the full
report

7. Like this report?
Unlock the full version here.
Or subscribe today to get access to our
Knowledge Center
Identify future innovation and market opportunities and
make decisions that drive growth with access to the
Datamonitor Consumer Knowledge Center.
The Knowledge Center is a powerful online platform, bespoke-built to give
you fast and convenient access to trend evolution in consumer packaged
goods, as well as on-call support from our expert team.
Just some of our reports:
Consumer and innovation trends in hair care
Consumer and innovation trends in skincare
Consumer and innovation trends in oral hygiene
7