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Top Trends in Baby Food and Care 2017: Exploring the baby food, drinks, toiletries, and diapers categories

Top Trends in Baby Food and Care 2017: Exploring the baby food, drinks, toiletries, and diapers categories

Summary

Categories in the baby food sector continue to evolve, driven by the parental desire to provide their children with the best products available, as well as to increase the efficacy of the processes involved in caring for their babies. Specifically, products that address concerns regarding germs and the spread of disease are popular, as are those with healthful credentials. Increasingly sophisticated innovation is also evident in this sector, as influenced by a wealth of trends impacting the adult food, drink, and personal care sectors. People are also incorporating increasingly smart solutions into their lives to make parental responsibilities less burdensome.

Four key trends that are impacting innovation in baby food and care are -

  • Smart Parenting: Immersed in a world of digital technology, parents are increasingly incorporating smart solutions into their lives, in a bid to make parenting activities less burdensome.
  • Hyper-Protection: Recognizing concerns regarding germs and the spread of disease, brands are capitalizing on the comfort parents find in hypoallergenic and antibacterial claims.
  • Health Haven: Parents seek products with healthful credentials, even taking a DIY approach to ensure the utmost care at this crucial stage of their child's development.
  • Adultification: Increasingly sophisticated innovation is evident in this sector, as influenced by a wealth of trends impacting the adult food, drink, and personal care sectors.
The smart parenting trend will further drive the desire for digitally connected wearable devices for babies. Devices that enable parents to track the heart rate and activity levels of their children will become more popular, taking the worry away from protective parents. Customized products formulated with the specific health requirements and taste preferences of babies in mind will become more main stream, given the parental interest in personalized products for their children's health and wellness needs.

In the future, parents will be able to build baby personal care subscription services completely from scratch, as is currently possible with baby food subscription services.

The report Top Trends in Baby Food and Care 2017 explores how new trends influencing modern consumers' lives, such as smart technology and the fear of germs influence the baby food, baby beverages, baby toiletries, and diapers categories.

Companies mentioned in this report: Little Spoon, Nourish Baby, The Honest Company, Owlet, Thermibody, BabyGigl, Arruru, Aquaint, Little Remedies, Olive Italia, Thistle Baby, Sprout Foods, Happybaby, Maeli, Babyganics, Baybee Organics, Earth's Best, Good Gout, Mum-Mum, Earth Friendly Baby, Primal Life Paleo, The Super Yummies, Ella's Kitchen, Rituals, Dove Baby, Fruttonero Bimbo Bio, Johnson & Johnson.

Scope
  • Over a third of parents agree that working out what food and drinks are healthy for their children is confusing.
  • Over two thirds of parents pay high or very high attention to the ingredients used in products they buy for their children.
  • More parents are aware of what the term clean label is when asked, compared with non-parents.
Reasons to buy
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.


  • Introduction
    • GlobalData has identified four key trends impacting innovation in baby food and care
    • The TrendSights trends that are driving growth in baby food and care are pinpointed below
    • Innovation implications across each baby food and care trend
    • Baby personal care is the largest segment both by value and by volume
    • Parents value both time-saving and healthy products for their children while also ensuring that they preserve a sense of "self"
  • Trend 1: Smart Parenting
    • GlobalData has identified four key trends impacting innovation in baby food and care
    • Parents are increasingly immersed within a world of digital technology, integrating smart devices and internet technology into their parenting activities
    • Parents are using the internet to learn, communicate, and share content
    • Time-scarce parents are turning towards the internet in a bid to save time and enhance efficiency
    • Trend relevance and implications across baby food and care categories
    • Examples we like: subscription services specifically for parents and their children are revolutionizing the baby food and baby care categories
    • Examples we like: wearable baby tech and smart devices
  • Trend 2: Hyper-protection
    • GlobalData has identified four key trends impacting innovation in baby food and care
    • Preventative measures are being taken by parents to reduce the incidence of illness in their young children
    • Parents are seeking to protect their children through high levels of caution and scrutiny over formulation
    • Examples we like: formulations with an antibacterial and hypoallergenic focus
    • Trend relevance and implications across baby food and care categories
  • Trend 3: Health Haven
    • GlobalData has identified four key trends impacting innovation in baby food and care
    • Parents link claims such as "natural" and "organic" with enhanced safety and quality
    • Clean labeling and naturalness will be essential in promoting "good for baby" credentials to parents
    • Parents are taking a do-it-yourself approach at home to have greater control over products for their children
    • Case study: Thistle meal kit delivery service
    • Case study: Sprout organic food
    • Examples we like: organic credentials
    • Examples we like: organic credentials
    • Examples we like: natural ingredients
    • Trend relevance and implications across baby food and care categories
  • Trend 4: Adultification
    • GlobalData has identified four key trends impacting innovation in baby food and care
    • Trending ingredients and diets that appeal to adults are appearing in the baby food and care sectors
    • Superfoods, ancient grains, and plant-based proteins are increasingly evident in the baby food and care sectors
    • Snacking innovations that appeal to adults are lending themselves to the baby food sector
    • Tapping into preferences for special diets and formulations among parents
    • Trend relevance and implications across baby food and care categories
    • Examples we like: "paleo," "superfood," and healthy snacking options hold strong appeal among parents
    • Examples we like: increasingly sophisticated products are evident in the baby personal care sector
    • Case study: Johnson & Johnson
  • The Future
    • Future considerations for the baby food and care sectors
  • Appendix
    • References and further reading

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