Baby skincare is “going green” in the EMEA region from 2020 onwards

Veganism has been a strong global trend in recent years, and is associated with sustainability, is plant-based, halal and is essentially cruelty-free. Credit: nadisja via Shutterstock.

There have been notable developments across the EMEA region babycare sector in 2020, suggesting that the immediate future of these products will fall mainly into green themes and value-consciousness.

GlobalData’s most recent consumer survey (published November 10*) found that 19%*² of EMEA consumers with young children (under 4) were buying fewer skincare products than before, and 57%*³, a majority, consider themselves on a tight budget. Global economic issues mean that many markets are liable to be struck by recessions, meaning that many consumers will have reduced disposable income as underemployment and unemployment increase. There may be a shift towards more private label and value-end items, and it may be harder to convince consumers to trade up.

According to GlobalData, those with young children (aged 0-4) seem to truly care about ‘green themes’ in baby/toddler skincare drivers in 2020. Green themes cover a wide range of issues, from focus on natural and organic ingredients, to plant-based, vegan and cruelty-free products, to sustainability, ethics and waste reduction, as well as clean-label, minimal-ingredient products. Veganism has been a strong global trend in recent years, and is associated with sustainability, is plant-based, halal and is essentially cruelty-free. Such products will attend to the cultural-religious needs of many EMEA consumers, as well as reflect the increased desire to build a better world in the wake of the pandemic.

Products that focus on their natural credentials often have what we call a ‘health halo’ — a perception that they are better for your baby because they are natural. Concerns around health have also been heightened due to COVID-19, so many people buying these items may opt for products with more natural positioning. For many consumers, organic and natural are essentially interchangeable.

The pandemic has accelerated consumer demand for transparent supply chains and clean labels; according to the same survey, 69% of consumers with children aged between 0-4 years old reported that “natural” and “free-from synthetic” ingredients claims are now more important to them as a result of the pandemic.

New product development is likely to see increased use of natural ingredients and scents, such as botanicals and herbs, as well as functional ingredients, such as all-natural moisturizers. In some cases, companies are using “nature-identical” ingredients, which are synthetic but chemically identical to natural ingredients, in order to protect the environment. This approach could become important in coming years as we have also seen the pandemic boost attitudes towards conservation and the environment across global regions and age demographics. We have found that approximately 49%* of EMEA consumers with young children are reporting that reducing their environmental footprint is now more important to them than before the pandemic.

Some notable examples that align with this are; Seeds Essentials’ Head to Toe Oil for babies, launched in May 2020 in Nigeria, and is said to be a rich blend of natural oils; Irish Breeze’s new Water Wipes in Germany, launched at the start of this year, which comprise 99% water and “a drop of fruit extract”, aligning with a minimalistic and clean label attributes; similarly, in Turkey, the new Molfix-branded Isotonic Water Baby Wipes (launched in April) are tagged as free from alcohol, soap, and dyes, and suitable for sensitive skin, while the addition of isotonic water helps to create a unique selling point and improved quality perception.

Green private label products have a lot of potential in coming years. As consumers’ purses tighten this year, many are looking for cheaper alternatives to their favourite brands. However, in terms of the baby and toddler care sector, this is a little more complex. No parent is willing to sacrifice quality, and most importantly, safety, to save a few pennies. This means that private labels must ensure high-quality, sustainable formulations, whilst maintaining a lower price. A notable example of this is Russian personal care manufacturer, Botavikos OOO’s, new VkusVill branded baby and mother cream launched September this year. The cream is made with witch hazel flower water, which claims to have a powerful antioxidant effect and “moisturize the skin and make it softer”, pushing a premium position that allows it to compete against established players.

In addition to the focus on natural elements, it is possible for more scientific-sounding ingredients, such as ‘multi-biotic’ or ‘vitamin D’ in clean label products to target the greener audience going forward. The free-from trend is part of the green theme, with consumers focusing on as few ingredients as possible, customizing their childcare products to their children’s specific needs.

Seeking out specific active ingredients is expected to be popular in coming years, especially as coronavirus is connected to certain vitamin deficiencies and health issues. Products that market their vitamin D content are likely to be popular while the pandemic continues, especially during the winter months. COVID-19 has a known risk factor associated with vitamin D deficiency, meaning that health-conscious parents may seek out products that claim to aid vitamin-D absorption or maintain skin health.

Companies intending to enter this sector should take note of the concerns of their target audience that have been inflamed by the pandemic. Focusing on building a better, yet affordable world are the keys to future success in EMEA.

Sources:

* Covid-19 recovery tracker consumer survey, published November 10

*2 Covid-19 recovery tracker consumer survey, published November 10, combined responses “I am buying significantly lower quantities than before”, “I am buying slightly lower quantities than before”, “I have stopped buying this”

*3 Covid-19 recovery tracker consumer survey, published November 10, combined responses “Somewhat agree” “Strongly agree”

*4 Covid-19 recovery tracker consumer survey, published November 10, Combined responses: “It is now my top priority”, “Significantly more important than before”, and “Slightly more important than before”

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