Store Brands - May 2018 - 73

CATEGORY INTELLIGENCE BABY CARE

BE GENTLE

Create an infant needs line that lets parents baby their babies
Fewer consumers are more protective than new parents,
and appealing to their tender instincts could help store
brands corral a bigger piece of the baby care products
market, category observers note.
Private brand baby products capture a 15.5 percent
dollar share of the market, according to market research
firm IRI, referring to the 52 weeks ending Feb. 25.
The baby care products that parents covet boast
skincare benefits and are made from natural and
organic ingredients, according to global market research firm Mintel's March 2017 report, "Disposable
Baby Products U.S."
Because infants are susceptible to dry skin as well as
conditions such as cradle cap, eczema and diaper rash,
parents are drawn to products that are hydrating and
safe for sensitive skin, Mintel states.
Retailers seeking to create baby care lines are looking
for staples for a strong sell-through like diaper rash
cream, all-purpose salves and balms and massage oils,
says Amanda Chawansky, sales manager for Taos,
N.M.-based Private Label Select. The company develops
and manufactures natural and organic personal care
and cosmetics products, including salves and balms for
infants and mothers, for major retailers.
On the mom side of this equation, retailers report
strong sales of belly balm and nipple balm, she adds.
Natural and Certified Organic baby care products
still offer the best opportunity for private brand growth
in the sector, Chawansky says.
Parents and caregivers are motivated by safety, so
third-party assurances like U.S. Department of Agriculture and NSF International organic certifications, as
well as testing claims such as "Pediatrician Tested" are

essential for private brands to be competitive in the market, Chawansky notes.
The combination of an informed consumer base and the demand for natural and organic
products that exists across all categories means that
the demand for natural and organic baby products will
only continue to grow in the next year, she adds.

GREENING THE CATEGORY

"Green chemistry" will be the next big thing in the
category, Chawansky predicts.
"Green chemistry continues to evolve and solve
formulation challenges, which allows for natural/
certified organic products to perform as well as, and
often outperform, their conventional counterparts,"
she explains.
The introduction and availability of new botanically based ingredients, such as certified organic
caprylic capric triglycerides (CCT), for example,
allows manufacturers to innovate and create outstanding formulations, she says.
CCT is a popular ingredient in skin-care products
and soaps because it does not aggravate sensitive skin,
absorbs rapidly and is non-greasy.
"Eco-friendly packaging is slowly becoming
more available as well, and we're starting to see
innovations such as squeeze tubes made of sugar
cane," Chawansky notes.
"As retailers respond to demand created by brands
in the baby care category, we see interest in a combination of category staples, such as diaper rash cream,
along with innovation to allow them to compete with
popular mass brands," she observes. "Such innovations
could include use of botanical materials rather than
synthetic, while still offering strong performance." SB

DO offer thirdparty assurances
and testing claims
on packaging that
are essential for
private brands to
be competitive in
the market.
Don't
forget that
parents are
drawn to
products that
are hydrating
and safe for
sensitive skin.

Total Baby Care
Private Brands

All Brands

Dollar Sales (in millions)

$136.7

$880.4

Change vs. Year Ago

-3.1%

+2.9%

Dollar Share

15.5%

100%

Unit Sales (in millions)

56.3

198.9

Change vs. Year Ago

-3.4%

+1.4%

Avg. Price Per Unit

$2.43

$4.43

Source: InfoScan Reviews, IRI, a Chicago-based market research firm. Total U.S. multi-outlet (grocery, drug, mass market, military and select club and dollar
retailers) for the 52 weeks ending Feb. 25, 2018.

www.storebrands.com /May 2018 / Store Brands

73


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Table of Contents for the Digital Edition of Store Brands - May 2018

Contents
Store Brands - May 2018 - Cover1
Store Brands - May 2018 - Cover2
Store Brands - May 2018 - 3
Store Brands - May 2018 - Contents
Store Brands - May 2018 - 5
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Store Brands - May 2018 - Cover3
Store Brands - May 2018 - Cover4
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201902
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201901
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201812
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201811
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201810
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201809
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201808
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201807
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201806
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_bestpractice
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201805
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