Natural Foods Merchandiser
Future looks bright for kids' natural personal care

Future looks bright for kids' natural personal care

While sales of all children’s personal care products have fallen amidst formulations concerns and a weak economy, sun care should continue to shine.

Where do the parents shopping in your store place the greatest amount of scrutiny? On the products that will go in—and even on—their children. According to Chicago–based market research firm Mintel, 32 percent of shoppers seek organic and natural personal care formulations, while 21 percent look for products free from parabens and phthalates.

Today’s parents are wise to be discerning. These and other no-no ingredients such as petrochemicals and formaldehyde are linked to health issues ranging from skin rashes to hormone disruption to even cancer.

Concerns about formulations, combined with the economic downturn, caused sales of all children’s personal care products to plummet in 2008 and continue to decline through 2010, according to Mintel. However, sun care, viewed by parents as a necessity, experienced 11.1 percent growth in 2010—and will likely continue to shine.

Mintel also predicts a bright future for the rest of the category: Sales of children’s personal care is expected to increase 2.3 percent in 2011 and another 3 percent in 2012.

Here are 5 nontoxic kids' products to stock

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