‘Natural’ items crawl up

Parents obviously want the best of the best for their little bundles of joy, and skin care products are no exception. That means often opting for those items that are free of such ingredients as artificial colors and parabens.


According to SymphonyIRI Group, sales of baby lotions totaled nearly $54 million, down 0.35%, for the 52 weeks ended June 10 at food, drug and mass (excluding Walmart), as sales of baby soaps rose 3.42% to $111 million during that same period.


Manufacturers increasingly are looking to meet the needs of those parents who are mindful of what they apply to their baby’s skin, as evidenced by many of the new items on the market. 


For example, SheaMoisture launched in spring its new baby collection that is made with certified organic ingredients. The all-natural Organic Baby Collection is comprised of Head-to-Toe wash and shampoo, healing lotion, baby oil rub, eczema bar soap, eczema therapy and Head-to-Toe ointment.


In the second half of 2011, BabySpa announced the launch of its natural bath and body care collection, which features a “stages” system. Each product is formulated with specific ingredients that address children’s unique skin physiology needs throughout their growing years.


All BabySpa products are 98% to 100% natural and free of parabens, phthalates, sodium lauryl sulfates, polyethylene glycol, bisphenol A and mineral oils.


Meanwhile, Aveeno recently introduced its first certified organic lotion through the Aveeno Baby Organic Harvest collection. The entire line — which includes lotion, foaming wash and shampoo, and 
diaper rash cream — is made with more than 70% certified organic ingredients.

The article above is part of the DSN Category Review Series. For the complete Baby Care Buy-In Report, including extensive charts, data and more analysis, click here.