Natural components for delicate baby skin to gain prominence post-COVID-19
In the rapidly evolving world of baby care, transparency and sustainability are key drivers for sales. A staggering 46% of parents who buy nappies and wipes agree that there are not enough natural or organic options available, indicating a significant gap in the market (Source: Market Research).
This gap, however, is being addressed with a 20% uptick in New Product Development (NPD) for sustainable nappies and wipes in 2019 (Source: Mintel). This surge in eco-friendly baby care products reflects a growing trend among parents, with 62% agreeing that there's a lot of pressure to buy eco-friendly products (Source: BabyCentre).
Convenience remains a priority for 42% of parents when shopping for baby products (Source: Nielsen). Brands can cater to this need by boosting their 'clean' claims with free-from labeling or clear descriptions of unfamiliar ingredients. Products with recognizable, natural ingredients like 'cotton', 'milk', or 'water' are becoming increasingly popular (Source: BabyGearLab).
A premium baby wipe brand with a claim of simply 'water' experienced value sales growth of 1.2% in Q1 2020, demonstrating the appeal of simplicity in baby care products (Source: Euromonitor).
In the baby care market, brands need to stand out by taking innovative approaches to new concerns. Provital, a company focusing on natural, safe ingredients that care for the environment, has developed a portfolio of natural ingredients for baby care products. Their CareMotives portfolio includes vegetal milks from coconuts, oats, and quinoa as all-natural hero ingredients (Source: Provital).
These hero ingredients communicate a message of gentle, natural, and simple formulas for baby skin. The best natural ingredients for baby skin are associated with softness, safety, and gentleness. There is a link between simplicity and safety in the minds of parents (Source: Parents.com).
Brands should take advantage of the demand for natural and organic baby products. In response to the pandemic and increasing demand for natural, environmentally friendly baby products, Provital developed the brand "Probiosan" and products including natural diaper creams and eco-friendly baby shampoos (Source: Provital).
As environmental concerns continue to rise, especially due to COVID-19, brands need to develop products that meet the demands of being natural, sustainable, convenient, and easy-to-use. By pursuing sustainable solutions, brands can stay relevant in the baby care market (Source: Forbes).
