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Brands embrace natural ingredients

BY Antoinette Alexander

When it comes to caring for their little bundles of joy, parents are concerned not only with what they feed their children, but also what they put on their skin. Their concerns have given rise to heightened awareness of products that are made with natural ingredients and free of harsh chemicals.

 

(For the full category review, including data, click here.)

The natural personal care market has seen a compound annual growth rate of 11.3% over the last five years and is projected to post an increase of 9.2% to reach $46 billion in 2018, according to Kline & Co. While these numbers factor in personal care products for adults, as well as little ones, there’s no doubt that parents seeking “safer” formulas are helping to fuel the growth.

“Although growth numbers have settled, many factors, including a focus on new natural ingredients, the opening of new channels of distribution and consumer movement demanding greater transparency in labeling, are stimulating the industry. Moreover, marketers are offering products specifically designed for such specific demographic groups as men and babies, thereby opening up greater opportunities,” said Carrie Mellage, who is responsible for the consumer products practice of Kline’s market research group worldwide.

Manufacturers are heeding the call and are increasingly developing baby care products that promise to be gentle for a baby’s sensitive skin. For example, luxe baby care line Noodle & Boo was founded by mom Christine Burger, who was inspired by her children’s need for products developed for ultra-sensitive skin.

But take note that it doesn’t stop with skin care. Tom’s of Maine, a natural oral care brand, recently unveiled its new natural Toddler Training Toothpaste for children 3 months to 2 years old. Safe if swallowed and fluoride-free, the formula has no artificial flavors, sweeteners, preservatives or dyes. There’s also Happy Teeth, a line of gentle and natural dental products for babies.

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Lisa Hansen says:
Jul-14-2014 05:10 am

Check out Oh Baby brand by DeVita International

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Dial ups body wash game

BY Antoinette Alexander

SCOTTSDALE, Ariz. — Looking to ride on the coattails of the popularity of vitamins and yogurt in food, Henkel’s Dial brand released earlier this year its new Yogurt Body and Vitamin Boost wash.

Dial Yogurt Body Wash has two variants: Dial Greek Yogurt, which is enriched with naturally protein-packed yogurt, and Dial Frozen Yogurt for cooling moisture.

Dial Vitamin Boost Body Wash is comprised of lotion-infused Amazing B and oil-infused Super C formula with antioxidants. The body washes have a suggested retail price of $4.99.

The new Dial Vitamin Boost and Yogurt Body Washes join a portfolio that includes the 2014 Product of the Year winners Dial Coconut Water Body Wash and Dial Kids Peachy Clean Body & Hair Wash.

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Consumers want more, more, more from bath and body

BY Antoinette Alexander

The bath and body segment has benefited from near universal usage as consumers use these products in their daily personal hygiene routine. While the market was not impacted significantly by the economic downturn — as consumers still needed to bathe — the way in which consumers shop the market has shifted.

(For the full category review, including data, click here.)

“The recession and subsequent recovery years have had an impact on how consumers are shopping for soap, bath and shower products. Consumers are cost-conscious and careful in scrutinizing their spending, particularly for daily use personal care products that require frequent purchase,” Mintel stated in its 2013 report on “Soap, Bath and Shower Products” in the United States.

Price has taken the lead as the most important factor when purchasing, leading consumers to trade down to less expensive brands, product formats and lower-priced label options. Coming in as the second key purchase driver, according to Mintel, is scent type, and third is familiar brand.

To attract consumers back to branded, more expensive offerings, manufacturers are increasingly integrating additional benefits, such as anti-aging ingredients, and leveraging current trends playing out in other categories like food. Manufacturers also are positioning their brands as “affordable luxuries” in hopes that consumers will see the purchase as a cost-effective treat. For example, Dr. Teal’s is bringing the benefits of magnesium sulfate and aromatherapy to the shower with its recent launch of Ultra Moisturizing Body Wash, available in Soothe & Sleep with Lavender and Relax & Relief with Eucalyptus Spearmint.

While consumers undoubtedly want bath products that moisturize for softer skin and deodorize to help battle body odor, it is interesting to note that anti-aging attributes command the greatest consumer interest.

“When asked what product attributes they would be interested in seeing in their soap, bath and shower products in the future, product purchasers most commonly reported that they were interested in seeing anti-aging attributes,” Mintel stated.

The bottom line: Consumers have come to expect more from their bath products.

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