Baby care begins with a thriving microbiome, restful sleep and flawless hygiene
24 Oct 2023 --- Baby wipes and textiles are experiencing a significant growth spurt in European launches as hygiene proves to be the top concern in the space alongside restful sleep, which can be achieved through whimsically designed nighttime products. Meanwhile, supporting a healthy microbiome is a top priority in all areas of baby care innovation.
“We have developed a certification standard for baby care products and now just released a standard for baby textiles. Besides testing products, creating awareness is a main focus. It allows companies to make better products and serves as a decision tool for health-conscious customers,” Dr. Kristin Neumann, CEO at MyMicrobiome, tells Personal Care Insights.
Postnatal methods to restore a healthy microbiome seeding can significantly improve a baby’s health. Microbial treatments in early life can mitigate adverse immune development effects due to delayed acquisition of the neonatal gut microbiome.
Maternal gut microbes affect a baby’s immune system during and after pregnancy, with postnatal effects more pronounced. The method of birth impacts the baby’s microbiome, and C-sections may increase the risk of certain health conditions.
“However, breastfeeding strongly impacts the baby’s microbiome, surpassing the effects of the birth method. Targeted microbial treatments in early life can mitigate adverse immune development effects due to delayed acquisition of the neonatal gut microbiome,” notes Neumann.
Lighting up dreams
Products that promote restful sleep are a critical area in baby care.
Innova Market Insights data suggests baby care launches have gained ground with 9% CAGR growth in the last five years. Europe led the category with a 43% lead in shares for baby product launches. The Baby Wipe subcategory tops the product launches at 47%.
The “dermatologically tested claim” led the positionings for baby care products, but sustainable packaging influences take the lead in innovation with an 88% increase in launches over five years.
Meanwhile, baby products producer Angelcare launched its Magical Dreams nighttime companions Bobbi Whale, Celeste Mushroom and Lumicolor Bear, a range of nightlights and projectors designed to illuminate children’s bedtime and create a sense of comfort and wonder.
“We understand the importance of promoting a peaceful sleep transition and creating a soothing bedtime routine for everyone involved. These new playful companions are designed to capture the imagination while fostering a calming environment conducive to sleep,” says Lina Racaniello, VP for global marketing at Angelcare.
The whimsical products feature customizable sounds and adjustable light intensities. Bobbi Whale is a projector cuddle toy that casts wave images and moving fish onto the ceiling and walls and includes marine rhythms and sounds to induce restful sleep.
Celeste musical mushroom projector is a portable companion that blends soothing projections with calming sounds. The mushroom projector has a cry sensor that reactivates the projector if crying is detected.
Supporting a healthy microbiome remains a crucial area of research and innovation.
Lumicolor Bear is a night light that senses the color of every object it comes into contact with and blends into the same shade, letting babies explore color and helping them feel safe and secure throughout their night sleep.
Angelcare Magical Dreams is the North American brand of Pabobo, a French brand that pioneered nightlights and sleep solutions for babies and toddlers. Angelcare acquired Pabobo in 2017 to branch out further into the baby care innovation segment.
Diaper drive keeps babies dry
To give families and babies healthy access to safe, sanitary products, the US-based Naturalena Foundation has partnered with Bottoms Up Diaper Bank to realize this goal.
Diapers and essentials such as baby wipes are a significant cost for families in Ohio, with one baby needing an average of US$100 worth of diapers a month. The cost burden means that one in two parents cannot afford an adequate supply to maintain infant hygiene.
“When babies are not clean and dry, they have all kinds of physical and psychological ramifications. Parents who can’t afford enough safe, clean and sanitary products to care for their babies often face missing work and other responsibilities that affect their entire day-to-day life,” explains Tim Welsh, founder at Bottoms Up Diaper Bank.
The foundation has sponsored 500,000 Happy Little Campers baby wipes to the Bottoms Up Diaper Bank’s distribution efforts, supporting 85 community partners across the state supplying vital supplies and services to single mothers.
“Supporting organizations like Bottoms Up helps Naturalena to deliver on our mission to change lives by providing access to safe, clean, sanitary products which are all too often denied to the most vulnerable in our communities,” says Adrian Forsyth, CEO and co-founder at Naturalena Brands.
“Baby wipes help keep babies clean and dry, which is vital for their health. Our donation will help ease the financial strain that buying these essential products causes many families in the Ohio community.”
Expected growth in baby care giant
Baby wipes launches have grown significantly in the last five years.
Baby product and feminine hygiene producer Procter & Gamble reported first-quarter fiscal year net sales of US$21.9 billion for 2024, an increase of 6% compared with the previous year.
The organic sales of the Baby, Feminine and Family Care segment increased 7% compared to the previous year. Baby Care organic sales increased by mid-single digits due to increased pricing and favorable product mix, partially offset by pricing-related volume declines. Organic sales of these products grew in all regions. Family Care organic sales increased by mid-single digits due to increased pricing, partially offset by an unfavorable pack size mix.
“We delivered very strong results in the first quarter of fiscal year 2024, putting us on track to deliver toward the higher end of our fiscal year guidance ranges for organic sales and core EPS growth,” says Jon Moeller, chairman of the board, president and CEO of P&G.
“We remain committed to our integrated strategy of a focused product portfolio of daily use categories where performance drives brand choice, superiority — across product performance, packaging, brand communication, retail execution and consumer and customer value — productivity, constructive disruption and an agile and accountable organization.”
By Inga de Jong
