Brands embrace natural ingredients

When it comes to caring for their little bundles of joy, parents are concerned not only with what they feed their children, but also what they put on their skin. Their concerns have given rise to heightened awareness of products that are made with natural ingredients and free of harsh chemicals.

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The natural personal care market has seen a compound annual growth rate of 11.3% over the last five years and is projected to post an increase of 9.2% to reach $46 billion in 2018, according to Kline & Co. While these numbers factor in personal care products for adults, as well as little ones, there’s no doubt that parents seeking “safer” formulas are helping to fuel the growth.



“Although growth numbers have settled, many factors, including a focus on new natural ingredients, the opening of new channels of distribution and consumer movement demanding greater transparency in labeling, are stimulating the industry. Moreover, marketers are offering products specifically designed for such specific demographic groups as men and babies, thereby opening up greater opportunities,” said Carrie Mellage, who is responsible for the consumer products practice of Kline’s market research group worldwide.



Manufacturers are heeding the call and are increasingly developing baby care products that promise to be gentle for a baby’s sensitive skin. For example, luxe baby care line Noodle & Boo was founded by mom Christine Burger, who was inspired by her children’s need for products developed for ultra-sensitive skin.



But take note that it doesn’t stop with skin care. Tom’s of Maine, a natural oral care brand, recently unveiled its new natural Toddler Training Toothpaste for children 3 months to 2 years old. Safe if swallowed and fluoride-free, the formula has no artificial flavors, sweeteners, preservatives or dyes. There’s also Happy Teeth, a line of gentle and natural dental products for babies.