BABY & CHILDREN CARE TREND WATCH - a new world of fragrances - Sozio
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a new world of fragrances TREND WATCH BABY & CHILDREN CARE NOVEMBER 2017 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 • KEY BRANDS
• FACTS & FIGURES
• CONSUMER INSIGHT
MARKET • TRENDS
OVERVIEW
MARKET OVERVIEW - KEY BRANDS
TREND WATCH: BABY & CHI LDREN CARE 4
MARKET OVERVIEW - FACTS & FIGURES
MA R K ET B R E AKD OWN
growth remains modest as birthrates limit demand
SHARE OF US RETAIL SALES OF DISPOSABLE BABY PRODUCTS,
BY SEGMENT, AT CURRENT PRICES, 2016
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.
Source: based on Information Resources Inc., InfoScan Reviews; US Census Bureau, Economic Census/Mintel
5 TREND WATCH: BABY & CHI LDREN CARE
MARKET OVERVIEW – FACTS & FIGURES
MA R K ET F A CT ORS Women in their
birthrates flat after 2014
30s
-More likely to have a
stable career and high
income-
experienced a
baby bump
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.
DADS are taking on more
responsibilities in the home
and with their children, giving
brands a platform to appeal
Source: (Centers for Disease Control and Prevention) to this shifting status.
Source: Mintel, 2017/Washington Post, August 2016
TREND WATCH: BABY & CHI LDREN CARE 6
MARKET OVERVIEW - FACTS & FIGURES
MA R K ET B R E AKD OWN
Top Product Categories for Baby/Children Personal Care 2016-2017
50.0%
45.0%
40.0%
44%
Of new baby/children personal
care products launched in
35.0% 2016-2017 were
soap & bath products
30.0%
25.0%
Category
20.0%
15.0%
10.0%
5.0%
0.0%
Soap & Bath Products Skincare Hair Products
Consumers are moving away from over-complicated routines and keeping it basic with a focus on health.
Source: Mintel GNPD, 2017
7 TREND WATCH: BABY & CHI LDREN CARE
MARKET OVERVIEW - FACTS & FIGURES
CONSUMERS ARE INTERESTED IN AND PURCHASING
PERSONAL CARE PRODUCTS ….…
47% 34% 43% $120
million
Of parents are interested of US parents say their Of parents buy specifically Sales of baby lotion in
and willing to pay more for child(ren) are more designed products for 2016-2017
products that help relax active/engaged in their children
the baby/toddler personal hygiene when
using child-specific products
94% 60% 58% 57%
Increase in the number of Increase in children’s personal of moms have purchased of parents who buy
children’s personal care care launches in products with well-known children’s personal care
launches featuring 2014 and 2016 characters on the package in products sometimes
hypoallergenic claims in the last year with children recommend them to other
2015-2016 aged 5-7 parents
Source: Mintel, 2017
TREND WATCH: BABY & CHI LDREN CARE 8
MARKET OVERVIEW – CONSUMER INSIGHT
Packaging can enhance the experience Minions Five Days
Baby haircare packaging offers opportunities for of Fun
Body Wash
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 Sea Monster
Lush
and to interact with children – creating good 4-in1 Multipurpose Soap,
Shampoo, and Bubble Bath
future routines through association.
Consider clever packaging
Indulging 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 Paw Patrol Operation Groom and Go!
3-in-1 Body Wash, 3-in-1 Body Wash, 3-in-1 Body Wash,
Shampoo, Conditioner Shampoo, Conditioner Shampoo, Conditioner
Source: Mintel, 2017
9 TREND WATCH: BABY & CHI LDREN CAREMARKET OVERVIEW – CONSUMER INSIGHT
MA R K ETING CLA I MS
Top Product Claims for Baby/Children Personal Care 2016-2017
19%
Of parents purchased
more natural and organic
products than they did a
year ago
Source: Mintel GNPD, Nov 2017
TREND WATCH: SOAP, BATH & SHOWER 10MARKET OVERVIEW - CONSUMER INSIGHT
P R OD UCT S U S E D
“SKIN SAFE”
products have seen growth in
therapeutic brands such as
Aquaphor, Eucerin and Aveeno
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
Source: Mintel, 2017
11 TREND WATCH: BABY & CHI LDREN CAREMARKET OVERVIEW - CONSUMER INSIGHT
P U R CH ASE F A CT OR S
skin 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 Parents put emphasis
gentler products and prevent any concerns by using campaigns to inform on purchasing baby
the consumer. personal care
products that are
SELECT ATTITUDES TOWARD NATURAL AND ORGANIC DISPOSABLE BABY PRODUCTS, DECEMBER 2016 safe on sensitive skin
Consumers are focusing
on labels, ingredients
and production methods
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 products
SOURCE: LIGHTSPEED/MINTEL
TREND WATCH: BABY & CHI LDREN CARE 12MARKET OVERVIEW - CONSUMER INSIGHT
OP P OR TUNIT IE S
Enhance bonding through products and routine
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.
Babies are able to smell before they’re even born -
about 28 weeks into pregnancy! Active Beauty is a
Enjoyable and familiar scents have been proven to prominent trend in
improve mood, calmness and alertness, and beauty, the Active Kids
the scent of a mother can help reduce crying. Clean & Fresh Shampoo
Additionally, scent is important from day 1 because brings this to the children's
newborns use the sense of smell to familiarize personal care market
themselves more than any other sense.
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.
Source: Mintel, 2017
13 TREND WATCH: BABY & CHI LDREN CAREMARKET OVERVIEW - TRENDING NOW
PRODUCT
No water needed
Micellar Solution is a
new alternative to
wipes and requires no
water for a quick After every bath
clean-up baby’s skin can lose
moisture up to
5 times faster than
ABCDerm H2O Mustela adults
Micellar Solution No Rinse Cleansing Water
ADDED BENEFIT INGREDIENTS
For extra softness... Crazy for coconut
Johnson’s Mustela Baby Dove Seventh Generation Fresh & Monster Everyone Kids Soap
Head-to-Toe Soothing Tip-to-Toe Coconut Care Coconut Tropical Coconut
Extra Moisturizing Moisturizing Lotion Wash Creamy Body Wash 2-in-1 Shampoo & Twist
Conditioner Soap
TREND WATCH: BABY & CHI LDREN CARE 142
FRAGRANCE
TRENDS
15 TREND WATCH: BABY & CHI LDREN CAREFRAGRANCE TRENDS
TOP 1 0 F R A GRANCE GR OU PS
gourmand
floral
1 Floral
2 Gourmand
3 Green/Herbal/Woody
green/herbal/woody
4 Citrus
5 Fantasy
citrus
6 Locational
7 Fresh & Clean
8 Outdoor
9 Aromatherapy
fantasy
10 Powdery
Source: Mintel GNPD, 2017
TREND WATCH: BABY & CHI LDREN CARE 163
FRAGRANCE
SUBMISSIONS
17 TREND WATCH: BABY & CHI LDREN CAREFragrance Submissions
H Y P OALLE RGENI C
FLORAL
POWDER
GREEN
low allergen
TREND WATCH: BABY & CHI LDREN CARE 18Fragrance Submissions
SMOOTH & SOFT BABY DREAMS BUBBLE BATH
Floral/Green Floral Floral/Powder
Top: Apple, Melon, Ozonic Top: Fresh, Herbal Ozonic Top: Citrus, Benzion, Warm Spice
Middle: Dewy Greens, Floral, Cucumber Middle: Violet, Floral, Rose, Heliotrope Middle: Rose, Violet, Geranium
Base: Musks Base: Orange Blossom, Woody Base: Cedarwood, Sandalwood,
Tonka Bean
Alternate Name Alternate Name Alternate Name
Cucumber & Honeydew Frangipani & Orange Blossom Violet Petals & Geranium
19 TREND WATCH: MEN’S GROOMINGFragrance Submissions
GA R DEN S P I R I T
FLORAL/GREEN
HERBAL/FLORAL
TREND WATCH: BABY & CHI LDREN CARE 20Fragrance Submissions
SLEEPYTIME BUTTERFLY KISSES
Herbal/Floral Floral/Green
Top: Orange, Lavender, Chamomile Top: Fresh Green, Herbal, Citrus
Middle: Herbal, Rose Middle: Orange Blossoms, Rose, Geranium, Neroli
Base: Woody Base: Oakmoss, Musk, Tonka, Amber
Alternate Name Alternate Name
Rose & Chamomile Neroli & Fresh Greens
21 TREND WATCH: BABY & CHI LDREN CAREFragrance Submissions
FR U I TY
AQUATIC
CITRUS
TREND WATCH: BABY & CHI LDREN CARE 22Fragrance Submissions
CUTIE PIE PLAYTIME
Fruity/Citrus Fruity/Aquatic
Top: Peach, Apricot, Orange, Mandarin, Aromatic Top: Apple, Peach, Pineapple, Green, Herbal
Middle: Red Fruit, Geranium, Rose Middle: Jasmine, Violet, Cyclamen, Heliotrope, Rose
Base: Coconut, Vanilla Base: Sweet Powdery, Sandalwood, Vanilla
Alternate Name Alternate Name
Apricot Mandarin Pineapple Waves
23 TREND WATCH: BABY & CHI LDREN CAREFragrance Submissions
GOU R MAND/ SWEET
WOODY
FRUITY
TREND WATCH: BABY & CHI LDREN CARE 24Fragrance Submissions
MY HONEY SWEET BABY SKIN
Gourmand/Woody Gourmand/Fruity
Top: Bergamot, Fresh Herbs, Petitgrain Top: Peach, Herbs, Orange, Apple. Fresh Spice
Middle: Jasmine, Muguet, Violet, Orange Blossoms Middle: Lavender, Violet, Rose
Base: Fresh Woody, Musk, Vanilla, Powdery Resinous Base: Sweet Vanilla
Alternate Name Alternate Name
Sweet Vanilla Juicy Apple & Nectarine
25 TREND WATCH: BABY & CHI LDREN CAREA 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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