Parental Guidance

The sound of crying babies is certainly unwelcome in a restaurant or on an airplane—but in supermarket aisles it is music to grocers ears. Birthrates may be dwindling and consumers are closely monitoring their budgets, but parents, especially first timers, are still more than willing to spend on their new arrivals—again and again and again. 

“The baby care category is comprised of items that a parent must keep buying and can be great revenue for grocers if they offer the correct assortment,” says Karina Medoni, executive vice president, sales and marketing for BabySpa, based in Coral Gables, Fla. 

Logically, the great majority of parents shopping the baby aisle are Millennials, and while they may be willing to splurge in order to provide what they perceive to be the best available products for their baby, their shopping mindset can be different from that of previous generations.  

With the proliferation of “mommy” bloggers and the like, industry observers say that the Internet and social media have helped create a generation of parents that are more informed and more confident in what they do and do not want from their baby products.  

Parents are no longer looking for a one-size-fits all approach while shopping and are more loyal to the manufacturers and retailers that understand this. “For a discerning parent, having the right assortment does not mean a different scent or size for the same brand, it means an assortment of brands that can meet the different needs,” says Medoni. 

Of course, there are some similarities between today’s parents and the parents of yesteryear. While Millennials may be more willing to jump from brand to brand than other demographics, the birth of a child is typically the time when moms—even Millennial moms—start to develop brand loyalties. 

As Millennials get older, more and more are looking to start families. According to Marketing to Millennial Moms, a report from Emeryville, Calif.-based Exponential, parenthood is an important, if not the most important aspiration for the majority of Millennials. The report adds that 46 percent of the Millennial women are already mothers.  

Observers say that based on these statistics, Millennials have—and will continue to—become key purchasers in the baby aisle and the driving force behind many of today’s baby care trends. Take health and wellness, for example. Many Millennials are believers in taking a holistic approach when attacking illness. Not surprisingly, this mindset is carrying over to the baby care aisle. 

Naturally Appealing

It is not just Millennial parents with young children that are on the natural bandwagon. Complex medicines that bring with them a host of side effects, combined with the escalating costs of health care, are driving more and more older parents with older children to consider alternative options, say observers. As natural and homeopathic product manufacturers continue to ramp up the education of their products to consumers, observers add that it seems as if more parents are open to finding ways to target the root cause of their child’s symptoms rather than masking them.

Looking specifically at the pediatric cough/cold category, according to Chicago-based IRI, sales of traditional, natural and homeopathic products grew double-digits across all channels last year. Yann Pigeaire, director of marketing for Similasan USA, based in Highlands Ranch, Colo., says that as parents’ concern about what they give their children reaches all-time highs, products steeped in natural ingredients appeal to them. Pigeaire is supported by IRI sales figures that show natural cough/cold product sales increased 56 percent in food, drug and mass in 2015. Within the pediatric cough/cold segment Similasan is best known for its Kids Cold & Mucus Relief and Kids Cough & Fever Relief.

Observers say that the need for natural and homeopathic remedies geared toward children has never been stronger. “Today’s mom is looking for safe, natural medicines for their families and we expect this trend to escalate even further during the next few years,” says Les Hamilton, executive vice president at Los Angeles-based Hyland’s. “Our quick-dissolving tablets are ideal for families because they are easy and safe to take, especially for our youngest consumers.” 

Hyland’s will be introducing a number of products in the coming months. Included in the mix are several cough/cold solutions such as Hyland’s Baby Nighttime Tiny Cold Tablets, Hyland’s Baby Daytime Mucus Cold Relief and Hyland’s Baby Nighttime Mucus Cold Relief. Company officials say that these products are specially formulated for babies six months and up and address the common cold symptoms in both Hyland’s unique quick dissolving tablets and in liquid format. 

“With limited options available for parents looking for relief of cold symptoms for their young infants, our new products will fulfill that need,” says Hamilton.  

Leveraging the successes of its current Hyland’s Baby Tiny Cold Tablets and Hyland’s Baby Nighttime Tiny Cold Syrup, the company will also be extending its line of nighttime products as well as introducing remedies to help with mucus symptoms this year. Hamilton adds that the company will continue to focus on delivering products that are not only natural, but also safe and effective.

Observers say that with consumers’ growing interest in natural baby care products, retailers can expect sales to rise even further in the coming years. 

One company that is well aware of the burgeoning trend is BabySpa. Products in the BabySpa collections contain more than 30 nourishing ingredients, each selected for their distinctive benefits and therapeutic properties, say company officials. The unique formulations combine ECOCERT certified ethnobotanicals traditionally used by ancient Native Americans that soothe and heal delicate skin, vitamin-rich oils native to the Indonesian and Pacific Islands to protect against harsh weather conditions and patented Swiss moisturizers that hydrate and treat sensitive skin irritations, officials add. They say that one of BabySpa’s top products is its Calming Eczema Relief Cream, a non-steroidal cream potent enough to heal severe eczema, yet gentle enough for newborn baby skin.

One of BabySpa’s more recent offerings is its Lullaby Pampering Cologne, an alcohol-free, clinically tested, hypoallergenic cologne that can be applied to baby as well as used to freshen nurseries and clothing. The company recently came out with a line of biodegradable wipes as well, and will soon be introducing a natural SPF collection in creams and sticks.

BabySpa’s collections feature products that are not only formulated with exclusive and plant-based therapeutic blends proven to nourish, soothe, and heal, but also, provides mom with an easy-to-follow solution using a stages approach that addresses a child’s skin care needs as they grow. 

BabySpa supports its retail partners with promos, TLCs and couponing, as well as through its marketing efforts on social, digital and print ad campaigns. Additionally, all BabySpa open stock items now come with free sachet attachments to promote trial.

Observers say new products can also spur trial with consumers, especially because baby care is an area they are willing to spend money in. Of course, not all parents have the means to do so. Medoni says that as more and more parents become accepting of natural baby care products that are gentle, keep children’s delicate skin soft, smell great and are free of all harsh chemicals, demand goes up. With increased demand comes increased production volume, which has translated into more affordable natural products.