Insights / Perspectives

Baby & Child Personal Care Trends

According to Euromonitor, “premiumization is a major driver in baby and child-specific products, with the premium segment recording faster growth than the mass segment.” Packaging plays a critical role in supporting a brand’s premium positioning and driving value. It can also be used to support key category trends, including multi-functionality and sustainability.

Dermocosmetics

Parents have always wanted the best for their little ones, and that holds true when it comes to their children’s personal care products. Consumers are looking for products that minimize irritation to their babies’ skin, including clinically tested formulations and gentle ingredients, fragrances, scents, and pigments. Natural ingredients and those tested by dermatologists are often considered the best for skin health, benefitting dermocosmetics brands. Many plant-based and natural ingredients are growing in baby care, including coconut oil, shea butter, avocado oil, rice milk, calendula, chamomile, and colloidal oatmeal.

Dermedic Baby

Adultification

Consumers are looking to replicate their beauty routines for their children, leading to growing demand for baby brands that offer the same variety of ingredients and claims found in their own beauty regimens. This is partly due to Millennials and Gen Z beauty enthusiasts becoming new parents. Brands are introducing new formulations with a broader variety of ingredients not typically found in baby care. For example, CeraVe revamped its baby care line to feature popular skincare ingredients like hyaluronic acid and vitamin E. Products with gentle formulas that can be used by both children and parents with sensitive skin are also on the rise.

CeraVe Baby

Multi-Functionality

According to GlobalData, 22% of global consumers say “multi-benefit/multi-functional” is an indicator of good value for money when buying baby and child-care products. All-in-one products that provide multiple benefits (i.e., 2-in-1 skin and hair care; moisturizer with sun protection) save time and effort for busy parents. Packaging can also add value through functionality, including packs that children can interact with. Introducing an element of fun - like the use of friendly characters, unique shapes, and multi-sensory effects – allows the package to function as a toy or distraction.

Award-Winning Package Designed by Studio One Eleven

ESG

Consumers want to support brands that align with their values and lifestyle choices, driving demand for environmentally and socially responsible products. Baby and child-specific products are catching up with the rest of the personal care industry, adding more inclusive products that reflect all of society. Dwayne Wade and Gabrielle Union introduced Proudly, a line of products designed to meet the specific needs of babies with melanin-rich skin. Sustainability is also a priority, driving eco-friendly packaging solutions, including recyclable packaging, recycled materials, and refill models.

Honest Baby Refill

By: Moira Stein
Date: February 13, 2024