Feature story

Key innovation drivers in personal care for babies

In recent years, the growth in the personal care market for babies has been noticeable as evidenced by new trends and developments. For one, natural and clean products containing safe botanical ingredients continue to be favored by parents over those containing parabens, sulfates, and additives.

March 2023

A growing market 

According to Fortune Business Insights data, the baby personal care products market size (Cosmetics and Toiletries segment) was valued at $39.2 billion USD in 2021 and is projected to expand at a compound annual growth rate (CAGR) of 6.4% by 2029. The market intelligence agency Mintel confirms that 45-61% of parents worldwide are willing to pay more for baby products with natural ingredients and those that are free of additives. Asia Pacific was the largest market in 2021 and is expected to be the fastest growing market, while Europe is the second largest market. The US is expected to lead the North American market and will continue to account for a significant global market share.

This substantial growth is fueled by several factors including the increase in birth rates in developing regions, the rise in disposable income, and the growing concerns over skin allergies and diseases.

Additionally, the COVID-19 pandemic gave rise to immunity-boosting trends that amplified personal hygiene, protection, and wellness. Utilizing food-grade ingredients and adopting microbiome-friendly ingredients enhanced the standards, while sustainability and eco-responsibility objectives, especially having biodegradable or recyclable packaging, have increasingly driven consumer behaviors.  Nouryon partners with our customers, suppliers and employees to deliver innovative solutions, drive progress and create a safe and sustainable today and tomorrow for everyone.

Baby Personal Care: A wonderworld of sensory delight

In response to market trends and consumer demands, Nouryon has developed several innovative formulations featuring our naturally derived and COSMOS-certified ingredients, produced sustainably for the baby personal care market. These formulations are developed with attractive tactile qualities and are in easy-to-use formats to activate visual surprises and a delighted response from babies and parents alike. To spark play and interaction during use, while also offering the ultimate in care and protection, we have introduced 12 prototypes in three broad categories: rinse-off, skin care, and hair care.

All-natural products for your baby's skin

Here are a few examples of Nouryon’s all-natural products focused on protecting your baby’s skin:

Sustainable solutions for the personal care market

As sustainability is becoming increasingly important in the growing baby personal care market, we keep developing innovative solutions to help formulators operating in this market, featuring more naturally derived and sustainably produced ingredients, as well as easy-to-use formats. Read more about these and our wider personal care offering on wider personal care offering.

We are committed to a sustainable future by further improving our environmental footprint and safety performance, innovating and growing sales of our portfolio of sustainable solutions, and engaging with our communities and society to drive progress together. Approximately seventy percent of our R&D pipeline was focused on solutions with sustainability benefits last year.

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