![]() ![]() “Fragrance-free is becoming an even greater category, as mothers are looking for products without allergens,” says Solomon. Its latest launch is a range of fragrance-free products for baby, consisting of six stockkeeping units including a hydrating stick, diaper cream, shampoo and wash, foam wash for newborns, a daily lotion and healing ointment. ![]() Industry sources project $20 million in retail sales for 2018. Babo grew 65 percent year-over-year in 2017 after launching on, and will roll out to all Whole Foods doors this year. The brainchild of L’Oréal product development veteran Kate Solomon, eight-year-old nontoxic beauty and personal-care brand Babo was an early arrival to the natural baby-care boom, but demand for clean formulations in the category is fueling its current growth streak. “We don’t use generic terms like ‘natural’ to mislead consumers into believing it’s something that it really isn’t.” Prices range from $11 to $14. “Consumers need consistency,” Bekker says. Radical transparency in baby care is more important than ever, especially following recent headline-making product recalls in the category, says Made Of co-founder Igor Bekker. The brand was founded based on extensive consumer research, and Made Of’s point of differentiation is that each of its products have the same NSF organic certification. Made Of carries a range of personal-care products, from baby powder and sunscreen to hand soap and a combination baby-shampoo-body-wash. It is set to roll out by this summer on jet.com,, and its own e-commerce site. Here, a look at some of the latest launches expected to drive growth in the category.Īn organic brand founded by a former Alex and Ani exec, Made Of launched its line of baby skin care, diaper and cleaning products at Expo West in February. Isla Beauty Hosts 'Pop-in' at Hill House Home in Rockefeller Center predicts a compounded annual growth rate of 2.1 percent in baby care over the next five years, driven primarily by naturals. As a result, a slew of new brands and products have launched in the past year, fragmenting the market and driving category growth. Launching baby care is now considered a gateway into e-commerce for established personal-care brands, says a recent Mintel report. baby-care products are sold online, according to TABS Analytics, which is 10 times higher than the online share across all consumer packaged goods categories. The channel breakdown is shifting too - 20 percent of U.S. Market trends are following what is happening in the facial skin-care category - demand for clean formulations, fragrance-free products and segmentation by skin type, is on the rise. While Johnson & Johnson retains three-fifths of the market share with Johnson’s Baby and Aveeno, Unilever has edged into third position following private-label brands, thanks to the launch of Baby Dove and its acquisition of Sundial Brands, per Kline & Co. For starters, the key players have changed. which reached $600 million in 2017, according to Kline & Co. ![]()
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