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Big Potential in Tiny Consumers

By: Carrie Lennard, Euromonitor International
Posted: August 3, 2010, from the August 2010 issue of GCI Magazine.

page 4 of 4

Globally, the baby care category shows a great deal of potential. According to Euromonitor, it is set to add a further $1.9 billion in absolute growth 2009–2014, although ultimately this will account for just 2% of total beauty absolute growth over the same period. Reflecting the growing importance of the wider skin care category, baby skin care is set to add the most in value terms with $434 million, or 23% of the total absolute growth in baby care. The natural and organic trend is expected to continue to be a main contributor to maintaining growth in mature regions such as Western Europe and North America as parents continue to trade up to higher-priced “free from” products.

Carrie Lennard is a research analyst at Euromonitor International.