Consumer and Innovation Trends in Baby Personal Care

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Information about Consumer and Innovation Trends in Baby Personal Care
Healthcare

Published on April 26, 2014

Author: cteahan

Source: slideshare.net

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

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

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

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

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

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

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

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