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Learn moreJun 2019
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In 2018, baby and child-specific products saw continued demand for products featuring natural and organic ingredients. Similar to other personal care categories, growing demand for natural products stemmed from the added benefits of organic ingredients and greater awareness of potentially harmful synthetic ingredients.
Playing an even greater role in baby and child-specific products in 2018 were social media influencers, leading to demand for specific brands. With a massive collective following, namely tech-savvy millennial mothers, female influencers on Instagram and YouTube are able to sway the purchasing decisions of many mothers in the US.
Baby and child-specific toiletries stood out for its strong growth in the review period. Due to the rise of the aforementioned natural and premium products which millennial mothers prefer, baby and child-specific toiletries, which encompasses products including bath oils and soaps, benefited.
One of the leading players in baby and child-specific products, Johnson & Johnson, had an eventful 2018, as the brand relaunched its Johnson’s Baby line and came under the spotlight for its allegedly dangerous talcum powder products. Having faced lawsuits over the past decade regarding the safety of its talcum powder products and failing to follow the natural products trend, consumers lost faith in the company’s baby care line over time.
Whilst Dove launched its new Baby Dove line in 2017, the brand saw its launch come to fruition with high growth in 2018. Stemming from the brand’s recognition as transparent and gentle in adult personal care, Baby Dove has succeeding in marketing itself to millennial mothers concerned with the safety of the products they use for their children.
In terms of the distribution of baby and child-specific products, the recent closure of Babies ‘R’ Us in 2018 is likely to shift demand across different existing channels. As Babies ‘R’ Us acted as a one-stop-shop for all baby care needs, its closure highlights the flaws of the business model, as demand has evidently shifted away from baby-specific retailers.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Baby and Child-specific Products industry in USA with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.