BABY & CHILDREN CARE · Soap & Bath Products Skincare Hair Products Category 44% Of new...

TREND WATCH

a new world of f ragrances

NOVEMBER 2017

BABY & CHILDREN

CARE

www.jesozio.com

Parents want safe, functional personal care products for

babies, but are also eager to bond with them during these intimate experiences.

CONTENTS

I. MARKET OVERVIEW

II. FRAGRANCE TRENDS

III. FRAGRANCE SUBMISSIONS

1

MARKET

OVERVIEW

• KEY BRANDS

• FACTS & FIGURES

• CONSUMER INSIGHT

• TRENDS

MARKET OVERVIEW - KEY BRANDS

T R E N D W A T C H : B A B Y & C H I L D R E N C A R E 4

2018-2021 sales are forecasted to

grow slightly less than 1%

Personal care products are seeing

nominal growth in line with the overall

industry performance.

Total personal care sales for 2019 are

projected at $1009 million.

For several personal care products

such as baby soap, the percentage

of parents who purchase a mix of

mainstream and natural brands

outnumber the percentage of

parents who purchase only

mainstream.

MARKET OVERVIEW - FACTS & FIGURES

MARKET BREAKDOWNgrowth remains modest as birthrates limit demand

Source: based on Information Resources Inc., InfoScan Reviews; US Census Bureau, Economic Census/Mintel

SHARE OF US RETAIL SALES OF DISPOSABLE BABY PRODUCTS,

BY SEGMENT, AT CURRENT PRICES, 2016

5 T R E N D W A T C H : B A B Y & C H I L D R E N C A R E

MARKET FACTORSbirthrates flat after 2014

MARKET OVERVIEW – FACTS & FIGURES

21. By 2000, she

those more likely to

Source: (Centers for Disease Control and Prevention)

11.4%Expected growth in the Hispanic population for

2017-2022

the percentage of parents

who purchase a mix of

mainstream and natural brands outnumber the

percentage of parents who purchase only mainstream.

Source: Mintel, 2017/Washington Post, August 2016


Women in their

30s-More likely to have a

stable career and high

income-experienced a

baby bump

DADS are taking on more responsibilities in the home

and with their children, giving

brands a platform to appeal to this shifting status.


MARKET BREAKDOWNTop Product Categories for Baby/Children Personal Care 2016-2017

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

Soap & Bath Products Skincare Hair Products

Category

44%Of new baby/children personal

care products launched in

2016-2017 were soap & bath products

Consumers are moving away from over-complicated routines and keeping it basic with a focus on health.

Source: Mintel GNPD, 2017



CONSUMERS ARE INTERESTED IN AND PURCHASING

PERSONAL CARE PRODUCTS ….…

47% 34% 43% $120

millionSales of baby lotion in

2016-2017Of parents buy specifically

designed products for

children

of US parents say their

child(ren) are more

active/engaged in their

personal hygiene when

using child-specific products

Of parents are interested

and willing to pay more for

products that help relax

the baby/toddler

94% 58%of moms have purchased

products with well-known

characters on the package in

the last year with children

aged 5-7

Increase in the number of

children’s personal care

launches featuring

hypoallergenic claims in

2015-2016

57%of parents who buy

children’s personal care

products sometimes

recommend them to other

parents

Source: Mintel, 2017

60%Increase in children’s personal

care launches in

2014 and 2016


MARKET OVERVIEW – CONSUMER INSIGHT

Packaging can enhance the experienceBaby haircare packaging offers opportunities for brands to enhance the washing experience as well. The pack needs to be safe, functional, practical, easy to use and informative for parents, but it can also be playful, too.

Brands should look to develop fun packaging to make the experience as enjoyable as possible and to interact with children – creating good

future routines through association.

Consider clever packagingIndulging all of the senses will enhance the consumer

experience. Products should be sold in tactile packaging that entertains while being functional;

doubling up as a toy. The product's packaging should also be visually interesting, to add to the overall

experience.



Peppa Pig

3-in-1 Body Wash,

Shampoo, Conditioner

Paw Patrol

3-in-1 Body Wash,


Operation Groom and Go!

3-in-1 Body Wash,


Minions Five Days of Fun

Body Wash

Sea MonsterLush

4-in1 Multipurpose Soap, Shampoo, and Bubble Bath

MARKETING CLAIMSTop Product Claims for Baby/Children Personal Care 2016-2017

MARKET OVERVIEW – CONSUMER INSIGHT

Source: Mintel GNPD, Nov 2017

19%Of parents purchased

more natural and organic products than they did a

year ago

T R E N D W A T C H : S O A P , B A T H & S H O W E R 1 0

MARKET OVERVIEW - CONSUMER INSIGHT


PRODUCTS USED

The primary factor

influencing parents to

purchase natural or

organic baby products is

because they perceive

them to be safer and

gentler on the skin

“SKIN SAFE”products have seen growth in

therapeutic brands such asAquaphor, Eucerin and Aveeno

1 1 T R E N D W A T C H : B A B Y & C H I L D R E N C A R E

PURCHASE FACTORSskin safe & natural and organic are important


40% of US parents say natural products are safer and gentler on their baby (aged 0-3); 33% say they give them greater peace of mind

Parents mainly worry about the safety of children’s personal care products due to product recalls, and allergies/sensitivity, so brands need to highlight gentler products and prevent any concerns by using campaigns to inform the consumer.

Consumers are focusing on labels, ingredients

and production methods

Parents put emphasis on purchasing baby

personal care products that are

safe on sensitive skin

Base: 1,193 adults aged 18+ who are a parent/guardian to kid(s) aged 3 and under who have purchased any kind of natural or organic disposable baby productsSOURCE: LIGHTSPEED/MINTEL

SELECT ATTITUDES TOWARD NATURAL AND ORGANIC DISPOSABLE BABY PRODUCTS, DECEMBER 2016

T R E N D W A T C H : B A B Y & C H I L D R E N C A R E 1 2



OPPORTUNITIESEnhance bonding through products and routine

Active Beauty is a

prominent trend in

beauty, the Active Kids

Clean & Fresh Shampoo

brings this to the children's

personal care market

Babies are able to smell before they’re even born -

about 28 weeks into pregnancy!

Enjoyable and familiar scents have been proven to

improve mood, calmness and alertness, and

the scent of a mother can help reduce crying.

Additionally, scent is important from day 1 because

newborns use the sense of smell to familiarize

themselves more than any other sense.

Johnson’s

'So Much More' campaign

emphasizes the idea that

everyday moments can be

developed into parent-child

bonding time, with more skin-on-

skin contact, sensory stimulation,

and health development.

Beauty and personal care brands can position body wash

and lotion products around this parent-child bonding

experience, encouraging exercise and the use of post-

workout products.


MARKET OVERVIEW - TRENDING NOW

No water needed

ABCDerm H2O

Micellar Solution

For extra softness...

Johnson’sHead-to-Toe

Extra Moisturizing

Mustela

No Rinse Cleansing Water

PRODUCT

ADDED BENEFIT

MustelaSoothing

Moisturizing Lotion

Baby DoveTip-to-Toe

Wash

Seventh GenerationCoconut Care

Creamy Body Wash

Fresh & MonsterCoconut

2-in-1 Shampoo & Conditioner

Everyone Kids SoapTropical Coconut

TwistSoap

INGREDIENTS

Micellar Solution is a new alternative to

wipes and requires no water for a quick

clean-upAfter every bath

baby’s skin can lose

moisture up to

5 times faster than

adults

Crazy for coconut


2

FRAGRANCE

TRENDS


FRAGRANCE TRENDS

Source: Mintel GNPD, 2017

TOP 10 FRAGRANCE GROUPS

1 Floral

2 Gourmand

3 Green/Herbal/Woody

4 Citrus

5 Fantasy

6 Locational

7 Fresh & Clean

8 Outdoor

9 Aromatherapy

10 Powdery

flo

ral

go

urm

an

d

fan

tasy

gre

en

/he

rba

l/w

oo

dy

citru

sT R E N D W A T C H : B A B Y & C H I L D R E N C A R E 1 6

3

FRAGRANCE

SUBMISSIONS


GR

EEN

PO

WD

ER

FLO

RA

L

HYPOALLERGENIC

Fragrance Submissions

low al lergen



SMOOTH & SOFTFloral/Green

Top: Apple, Melon, Ozonic

Middle: Dewy Greens, Floral, Cucumber

Base: Musks

Alternate NameCucumber & Honeydew

BABY DREAMSFloral

Top: Fresh, Herbal Ozonic

Middle: Violet, Floral, Rose, Heliotrope

Base: Orange Blossom, Woody

Top: Citrus, Benzion, Warm Spice

Middle: Rose, Violet, Geranium

Base: Cedarwood, Sandalwood,

Tonka Bean

BUBBLE BATHFloral/Powder

Alternate NameFrangipani & Orange Blossom

Alternate NameViolet Petals & Geranium

1 9 T R E N D W A T C H : M E N ’ S G R O O M I N G

FLO

RA

L/G

REEN

HER

BA

L/FLO

RA

L

GARDEN SPIRIT




SLEEPYTIMEHerbal/Floral

Top: Orange, Lavender, Chamomile

Middle: Herbal, Rose

Base: Woody

Alternate NameRose & Chamomile

BUTTERFLY KISSESFloral/Green

Top: Fresh Green, Herbal, Citrus

Middle: Orange Blossoms, Rose, Geranium, Neroli

Base: Oakmoss, Musk, Tonka, Amber

Alternate NameNeroli & Fresh Greens


AQ

UA

TIC

CIT

RU

S

FRUITY




CUTIE PIEFruity/Citrus

Top: Peach, Apricot, Orange, Mandarin, Aromatic

Middle: Red Fruit, Geranium, Rose

Base: Coconut, Vanilla

Alternate NameApricot Mandarin

PLAYTIMEFruity/Aquatic

Top: Apple, Peach, Pineapple, Green, Herbal

Middle: Jasmine, Violet, Cyclamen, Heliotrope, Rose

Base: Sweet Powdery, Sandalwood, Vanilla

Alternate NamePineapple Waves


WO

OD

Y

FR

UIT

Y

GOURMAND/SWEET




MY HONEYGourmand/Woody

Top: Bergamot, Fresh Herbs, Petitgrain

Middle: Jasmine, Muguet, Violet, Orange Blossoms

Base: Fresh Woody, Musk, Vanilla, Powdery Resinous

Alternate NameSweet Vanilla

SWEET BABY SKINGourmand/Fruity

Top: Peach, Herbs, Orange, Apple. Fresh Spice

Middle: Lavender, Violet, Rose

Base: Sweet Vanilla

Alternate NameJuicy Apple & Nectarine


A NEW WORLD OF

FRAGRANCES

Europe, Africa and Middle East

Sozio SAS

6, Rue Barbès - CS80050

92532 Levallois-Paris cedex - France

Phone: +33 (0) 1 81 93 00 60

Fax: + 33 (0) 1 81 93 00 98

Latin & North America

Sozio Inc

51 Ethel Road West

Piscataway, NJ 08854USA

Phone: (+1) 732 572 5600

Fax: (+1) 732 572 0944

Asia

J&E Sozio Asia Ltd

Unit C6, 15/F, TML Tower

No.3 Hoi Shing Road - Tsuen Wan, N.T.

Hong Kong

Phone: (852) 2111 0842

Fax: (852) 2111 0942

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