While parents might think twice about unnecessary spending on themselves, they don’t hesitate on paying a premium price on quality products for their children.
Recent reports by NPD Beauty Trends and IRI data indicate that although the mass market has remained stable during this economic downturn, the prestige market for fragrances and cosmetics has suffered. The baby & toddler personal care products market is proving to be a rare exception to this trend, fueled by the movement toward organic and natural products for their perceived superiority over traditional mass market products.
As reported by CosmeticsDesign.com, Datamonitor’s Matthey Taylor states that “in recent years the association of personal care with well-being has increased and is further amplified in the baby and toddler sector.” Parental concerns over protecting their young childrens’ health and over providing the very best start for them, trigger their willingness to purchase these premium specialty products.
Another evident shift in that market is the move away from products positioned as “disposable”, and a move toward earth-friendly claims such as biodegradability. Although this trend is not unique to the baby & toddler personal care market, it is in that demographic sector that marketers are seeing the most evidence of sales remaining strong thanks to parents who are unwilling to sacrifice the quality of products purchased for their children.
In line with the trends that are driving growth in this market, look for fragrance trends for baby & toddler personal care products to evolve as well. Traditionally, scents for this target market revolved around baby powder-like notes, creaminess, herbals (particularly chamomile & lavender), and fruity berry notes. However, wellness and eco-friendly messages are dominating the market, and helping to inspire many more fragrance directions in new product development. Expect to see more botanical fragrance notes used in products for the younger set; green and more natural-smelling interpretations, fruitiness inspired by super fruits and wellness ingredients, creaminess from soy & oatmeal, plus soft sheer woodiness for the comfort aspect.
Fragrance Insights 