Baby and child-specific personal care popularity causing tricky market fragmentation

By Lucy Whitehouse

- Last updated on GMT

Baby and child-specific personal care popularity causing tricky market fragmentation
In this second part of our interview with a band director of a child-specific skin care player, we hear how rising competition is posing challenges.

Madelyn Postman, Managing Director, Leidar London will be speaking on ‘Tiny bubbles: children’s toiletry brands today​’ at the Marketing Trends Theatre on Wednesday, 18 April, 17.15 – 18.00 at in-cosmetics Global​ in Amsterdam.

We got some of her expert insights into the current state of the market, and where it’s heading.

How is the rising demand for child-specific products set to impact on the beauty and personal care market?

From the branding point of view, it means further fragmentation in the market and thus a need, especially for the smaller and lesser-known brands, to create a memorable and identifiable brand mission and brand voice which stand apart from the rest.

The large market leaders tend to set the commercial trends, and whichever lines they introduce or further develop will need to make sense within their existing brand voice and portfolio.

What, if any, are your top tips for industry professionals looking to maximise on the potential of the child-specific products trend?

Market research is key to ensuring that there really are opportunities in the niche you are considering. As outlined above, especially for new brands and products, the brand strategy — including what makes you different, and the tone of voice of the brand or product — will be fundamental in creating cut-through.

CosmeticsDesign’s spotlight on: baby care

Baby and child specific skin care products are seeing increasing popularity globally, and big names are investing and developing in this area: indeed, Unilever’s global launch of Baby Dove last year​ is one key example.

In the UK, baby and child-specific products increased by 4% in current value terms in 2015, according to Euromonitor, which indicates a slightly better year-on-year performance compared with the 2% current value growth in 2014

Although the UK continues to see its birth rate drop year on year, the category parents are spending more than ever on baby and child-specific products, the research firm observes, with child- and baby-specific products reaching total sales of £425 million in 2015.

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