The product is is a natural balm, according to Weleda, that provides care and protection for sore nipples, cracked skin and chafing.
Market research firm Mintel earlier this year released insights that indicate parents are likely to be a particularly lucrative market for the naturals and organics beauty and personal care category.
“The use of natural and organic personal care (NOPC) products are gaining in popularity, with parents leading the way,” the firm said.
Parents buying into naturals trend
According to Mintel, the numbers of consumers turning to natural and organic products is on the up, and a dominant consumer group within this wider trend is parents.
“New research from Mintel reveals that over one third (37 percent) of consumers agree that they were buying more NOPC products in 2016 than the year prior, including 34 percent of parents with children under 18 in the household.”
Parents, the firm suggests, are more likely to purchase personal care products that are natural or organic than non-parents
“Parents are information seekers when it comes to raising their kids and, therefore, could be more aware of ingredients to avoid in their children’s personal care products, as well as their own,” said Jana Vyleta, Health and Personal Care Analyst at Mintel.
“This presents an opportunity for natural and organic personal care brands to target parents, as they should incentivize them to purchase both adult- and child-specific products.”
Weleda’s new product
The nipple balm joins a range of maternity products offered by Weleda, the brand explains, and will sit beside its Nursing Oil for the breasts and its Nursing Tea.
The balm is fragrance-free and suitable for frequent use, the brand says, and notes that there is no need to wipe off the skin before breastfeeding, with the balm safe for mother and baby.
The firm suggests the balm is also suitable for anyone who suffers from sore nipples due to chafing, and suggests joggers of any gender may benefit from the product.