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Baby Care Market Report

By: Carrie Lennard, Euromonitor International
Posted: January 20, 2011, from the January 2011 issue of GCI Magazine.

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In 2009, private label made gains in baby care in markets where these products command a high degree of consumer trust. In the U.S., for example, private label’s share rose from 6.5% in 2008 to 7% in 2009. As private label products continue to grow and gain further space on retail shelves, leading brands may see a corresponding dip in market share.

Future Considerations: Building Consumer Trust Essential for Brand Success

The global baby care industry is set to grow by $1.2 billion by 2014 as more low-income consumers around the world are able to afford basic products for their children. Baby care does not rely on innovation but rather depends on trust and the strength of a brand. Therefore, baby care is likely to be the beauty and personal care category to see the least innovation, other than the extension and introduction of new, natural/organic ranges. Naturally-positioned and organic baby care is likely to remain a key growth driver in mature regions. There is a strong possibility that small, niche natural and organic companies may be acquired by larger players as their rapid growth makes them attractive targets.

Carrie Lennard is a research analyst at Euromonitor International.