Natural components for delicate baby skin will gain prominence post-COVID-19
In today's competitive market, brands are constantly seeking ways to stand out and offer added value to consumers. This is particularly true in the baby care sector, where brands must innovate to meet conflicting demands such as convenience and eco-friendliness.
One company leading the charge in this area is Provital, a brand by Chr. Hansen, which offers a portfolio of gentle, sustainable products under the name CareMotives. The CareMotives portfolio includes a variety of vegetal milks derived from coconuts, oats, and quinoa, which can be used in innovative formats for baby wipes, nappies, and baby skin care products.
In a challenging economic climate, brands need to focus on claims that help them stand out. Provital is committed to helping the baby care sector create products that are not only gentle on baby skin but also environmentally friendly. This commitment is reflected in their focus on natural, safe ingredients that are free from harmful substances and clearly labelled.
Transparency in ingredients is crucial for driving sales in the baby care industry, as 64% of parents of 0-4-year-olds purchase products with a few ingredients, and there is a link between simplicity and safety in consumer preferences. Products featuring recognizable, natural ingredients like 'cotton', 'milk', or 'water' are particularly popular.
The demand for the best natural ingredients for baby skin is growing, and this trend is expected to continue in the current economic climate. In fact, there was a 20% uptick in NPD for sustainable nappies and wipes in 2019, and 46% of parents who buy nappies and wipes agree that there are not enough natural/organic options.
Brands can also boost 'clean' claims by using free-from labeling or clear descriptions of unfamiliar ingredients. For example, a premium baby wipe brand experienced value sales growth of 1.2% in Q1 2020 due to its simple 'water' claims.
Moreover, 62% of parents agree that there's a lot of pressure to buy eco-friendly products. This pressure, combined with the growing demand for natural and organic baby care products, presents an opportunity for brands to meet the needs of consumers while also promoting sustainability.
In conclusion, Provital's CareMotives portfolio offers a solution for brands looking to stand out in the baby care market by providing natural, sustainable, and transparent ingredients. By focusing on these aspects, brands can appeal to the growing demand for eco-friendly and natural products while also meeting the need for convenience among parents.
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