BABY AND CHILD BEAUTY MARKET

Beauty referred as Personal Care and Hygiene Products

Focus of research is on Beauty but some topics maybe applied to Child Safety Products as well

Even without having to survey it, one of the few certain things in life is that parents want the best for their child, specially on newborn and kids.

Children are treated very gently and with high care.


Parents will likely try to do everything they could to be able to provide the best they can. They definitely prefer to use products that are as precious as their kids.


They are very particular on the ingredients and effects and have high demands regarding functionality, comfort and many other factors.


And they’re willing to spend for it.

CONTENTS

    1. SEGMENTS
    2. OPPORTUNITIES
    3. PRODUCTS
    4. PURPOSE
    5. FORMS
    6. BRANDS
    7. INGREDIENTS
    8. PACKAGING
    9. MARKETING
    10. GREAT IDEAS

OPPORTUNITIES

OPPORTUNITIES

PRODUCTS

1. Bath Products

  • Body Wash/Shower Gels, Bubble Bath, Soap


2. Hair care

  • Shampoo, Conditioner, Detangler , Hair oil


3. Skin care

  • Body Lotion, Powder, Massage Oil, Sun care, Cream and ointment


4. Toiletries and other Cosmetics

  • Diaper/Nappy, Fragrances, Wipes, Cloth/towel

PRODUCTS

PURPOSE                                       FORMS

    • CLEANSING
    • GENTLE OR SENSITIVE
    • MOISTURIZING
    • MILD DISINFECTANTS
    • CALMING
    • SUN PROTECTION

    • LIQUID OR FOAMY
    • GEL
    • CREAM
    • OINTMENT
    • SOLID FORM
    • OIL
    • POWDER
    • BALM
    • TISSUES AND WIPES

POPULAR BRANDS

INGREDIENTS

(Some Do's and Dont's)

Children are not little adults. Pound for pound, kids are exposed to more contaminants in air, water, food, and personal care products than adults. Immature organ systems are often less capable of fending off chemical assaults. Subtle damage to developing bodies may lead to disease later in life.


Parents can make healthy choices by using fewer personal care products for their children, ignoring ad hype and following these tips:

INGREDIENTS

3. Bath Oils, Tablets and Salts are intended to soften and moisten the skin, enhance cleaning of the skin and to leave your skin feeling clean and fresh. Bath Salts can change the salinity of bath water to increase buoyancy and make the body feel lighter in the bath, mimicking the properties of natural mineral baths or hot springs. Bath Salts can also help reduce "pruning," or the wrinkling of skin, during prolonged exposure to water. Bath Oils, Tablets and Salts are assessed for their potential to cause skin or eye irritation or cause allergic reactions.


COMMON INGREDIENTS:

Glycerin, Cocamidopropyl Betaine, Polyquaternium-11, Sodium Laureth Sulfate, Sodium Lauroyl Sarcosinate, PEG-6 Laurate, Fragrance , Cocamide DEA, Sodium Chloride, Colorants

4. Bubble Baths are intended to provide a relaxing experience by producing large amounts of bubbles that are soothing and fun. Bubble Bath products are assessed for their potential to cause skin or eye irritation or cause allergic reactions. Product safety is also established though strict adherence to the principles of Quality Assurance and Good Manufacturing Practices. This includes testing the compatibility of the product with packaging as well as shelf-life stability. 


COMMON INGREDIENTS:

Cocamide DEA, Cocamidopropyl Betaine, Colorants, Dipropylene Glycol, Fragrance, Glycerin, Polysorbate 20, Propylene Glycol, Sodium Chloride, Sodium Laureth Sulfate

INGREDIENTS

(Some Do's and Dont's)

Fragrance and Propylene glycol

     Any synthetic fragrance is an irritant. It is is added to countless products, either to create a particular fragrance or to mask the odour of the nasty chemicals used in production. The problem with it is there can be up to 12,500 separate and secret ingredients that make it up. Secret as companies are not required and obligated to reveal what's contained within 'fragrance'.

    The effects of fragrance are long lasting, lingering on the skin for hours, and can cause respiratory, neurological, skin, and eye damage. It’s best to stick to unscented or use natural essential oils for fragrance.

It is used as a penetration enhancer and emulsifier and can cause intense burning in the vaginal and perianal area. In baby products, you can find propylene glycol in baby wipes and you may even find in ointments, shampoos/conditioners, etc.

    Propylene glycol may not have such high concentrations that it could seriously hurt a baby, but the fact that it does have irritating, allergenic properties should be enough to keep it away from baby’s gentle, sensitive skin. 

INGREDIENTS

(Some Do's and Dont's)

           1. Soaps, Body Wash or Shower Gels


Harmful ingredients: fragrance, dye, mineral oil, antibacterial chemicals, ammonia, formaldehyde*, glycols, phenol*, BHA/BHT*.


Natural soap is made from either animal or vegetable fat, and an alkali such as lye. Most conventional soaps contain perfumes, dyes, mineral oil and other petroleum-based chemicals that can clog pores, irritate, and dry skin.


Babies’ skin contains natural oils. Washing too frequently can remove these oils, causing skin to be dry and irritated. Some dermatologists suggest bathing a baby only once or twice a week, and cleaning dirty body parts like bums, faces and hands as needed. Use plain warm water and a mild soap when needed.


Anti-bacterial soaps are not necessary for home use. Children do not have to be protected from all bacteria, in fact, some bacteria are beneficial. Scientists are concerned that antibacterial soaps kill beneficial bacteria and also contribute to the creation of antibiotic-resistant bacteria. Antibacterial soaps can also be more drying and irritating.


*Formaldehyde - http://www.safecosmetics.org/get-the-facts/chemicals-of-concern/formaldehyde/

*Glycol - Enters the body as an alcohol & metabolizes in the body's enzyme pathways. Infants and children below 4, pregnant women & those with kidney dysfunction or in renal failure are not able to eliminate such in the body.

*Phenol - Vomiting & lethargy were the main symptoms observed in children following accidental ingestion of phenol.

*BHA/BHT are preservatives

INGREDIENTS

(Some Do's and Dont's)


CHALLENGES

The baby care market presents a wealth of challenges for brand owners. While gaining trust in mothers may be the driving ambition of one brand, another will be striving to attract the attention of boys, or be cool in the eyes of stylish tween girls.


Competition is very stiff as competitors are already well known and established on the market. The leading companies include Procter & Gamble (P&G), Kimberly-Clark and Johnson & Johnson. P&G owns the popular Pampers brand and was estimated to hold a global market share of over 41 percent in 2014. Pampers directly competes with Kimberly-Clark's Huggies brand.


Western economies are struggling under declining birthrates. In the U.S. for example, the birthrate decreased to 13 per 1,000 of the population in 2010 compared to 16.7 in 1990*. Despite these shrinking birthrates, the global baby care market is expected to increase its total sales to 66.8 billion U.S. dollars by 2017. Possible growth drivers for this market increase can be attributed to the fact that baby care products are used for longer periods by the infants as well as the fact that parents want - and are willing to buy - the best available products for their baby.


However, the category continues to be a rewarding one. Euromonitor figures show that baby care grew 7.7% to reach just under $7.6bn in 2010, making it one of the more recession-proof categories and, if recent activity is anything to go by, one in which brand owners and retailers remain keen to invest. Avon, for example, acquired the Tiny Tillia brand, which makes bath products, toys and clothing for babies. In November 2010, Amazon took ownership of US web-based retailer Diapers.com as part of its acquisition of Quidsi Inc.

OPPORTUNITIES

Globally, growth in 2010 was boosted by Latin America. Baby care in Latin America increased 17% and it was once again the largest market region, accounting for over $2bn of total baby care sales. In addition, two of the world’s most successful brands in the baby care sector – Natura and Hipoglós – hail from Brazil.

In mature markets, the emergence of a generation of older, wealthier mothers has helped drive market expansion, as Ricky Lakhani, consumer analyst at Mintel explains. “Consumers are becoming more career-driven, working longer hours and pursuing further educational training courses outside of work, in order to boost their career prospects,” he tells SPC. “Due to added work pressures and lifestyles becoming more and more hectic, women are delaying starting their families until later in life, which is having a bearing on their ability to spend more on products for their babies and children.”

Meanwhile, according to Euromonitor, China will present the sector’s best opportunity for future growth, spurred on by the consumer tendency to prioritise skin care over other products.

Euromonitor beauty & personal care analyst Carrie Lennard comments: “The boom in baby skin care is part of an overarching trend among consumers to prioritise the purchase of skin care over many other areas of beauty and personal care. China is set to be a main driver of this growth, anticipated to account for 51% of total global growth in baby skin care.”

Possible growth drivers for this market increase can be attributed to the fact that baby care products are used for longer periods by the infants as well as the fact that parents want the best available products for their babies, regardless of the cost.

Demand has grown due to a rising number of babies to be catered for, partly because people are starting families later. Product innovation and development has allowed retailers and manufactures to widen the market, using new technologies and advanced marketing approaches.

In terms of revenue, the U.S. market is expected to hold a significant share in the baby products market over the forecast period. This can be attributed to the adults waiting longer to have children and thereby being financially stable and hence making higher investments in their baby’s health and safety. The key safety and convenience products in the market include natural & organic baby care products, baby strollers, and baby car seats. Asia Pacific is expected to witness a considerable growth rate in the baby products market on account of the increase in the birth rate, improving economic conditions, and rapid urbanization.

The key baby products market players include Procter & Gamble, Abbott Nutrition, Johnson & Johnson, Dabur, Kimberly-Clark, Wipro, Marico and Nestle. Procter & Gamble is a significant share holding company in the baby diaper market with its diaper brand “Pampers”. 

But for baby care manufacturers, there’s plenty at stake in the battle

for baby bucks. Globally, births are declining across all regions.

Between 1960 and 2013, birthrates around the world declined 45%

on average, according to the World Bank. In addition, parents’ hearts

and minds are not easily won. Competition in the baby care market

is stiff, and numerous branded and store-brand products at various

price points compete for moms’ attention. Moreover, the window for

purchasing baby care products is relatively short. For example,

in developed markets, babies spend an average of three years in the

diaper market. In some developing markets, like China, where potty

training begins earlier, the timeframe can be even shorter: 14 months

on average, according to a 2015 Ad Age report.

“Despite challenges, opportunities in the baby care market remain

sizeable,” said Liz Buchanan, director, Global Professional Services,

Nielsen. “Consumers are deeply invested in these categories, and

they are highly discriminating about the products they buy for their

children. However, to achieve a competitive advantage in a space

dominated by only a few major brands, a deep understanding of what’s

driving product choice is critical.”

To better understand why consumers select one baby food or diaper

brand over another, and to determine what motivates brand-switching

behavior, Nielsen polled online respondents in 60 countries who have

made a baby care purchase in the past five years. The findings reveal

important insights about the path to purchase and identify the online

and offline sources most influential in the process. Finally, areas of

opportunity and the strategies necessary to win in the global baby care

market are identified.

In the baby products segment, baby toiletries is expected to gain a substantial share owing to the introduction of milder products such as diapers and baby wipes. The baby care diaper segment is expected to face certain challenges due to high priced products and several social & environmental issues. Issues related to slow rate of bio-degradation and adverse health effects due to the presence of the toxic chemicals such as toluene, and xylene in the diapers may also hinder market growth over the next few years.  Consumers are sensitive to chemical exposure from personal care products and opt for organic products as a healthier and safer alternative. Baby personal care products comprising organic ingredients is also expected to contribute to growth of the baby personal care products market during the forecast period. However, growth of this product type is expected to be relatively slower compared to that of other types. This is attributed to the fact that organic baby care products fall under the premium class range, and cost comparatively more than regular products.

BRANDS

Despite a highly conducive industry, the global market presents high entry barriers to new entrants. The high product development cost and stringent regulations associated with the commercialization of baby care products are a significant impediment in the growth trajectory of the global baby and child hygiene products market.


Demographic factors play an imperative role in the development of baby care products worldwide. Parents residing in developed nations are more inclined towards the consumption of baby hygiene products than those living in developing and under-developed countries.

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Public - 9/25/16, 6:43 AM