One look at any given national newspaper’s website will usually produce one or two stories more or less designed to worry new mothers into believing they’ve been unconsciously putting their child’s wellbeing in jeopardy by not doing something. It seems that news channels have found a guaranteed “click magnet” in these stories as new mums eagerly soak up the new health research and celebrity images of toned, post-pregnancy stomachs to ensure they become safer, more attentive, and more beautiful parents.
While it could be seen as unfair to burden people with more reasons to become anxious during possibly the most stressful time of their lives, a positive result for our industry of the increasing focus on maternity health and beauty, is that there is now a large and rapidly growing market for Mother & Baby personal care products.
The need for a feeling of gentleness and a natural approach means that “green” products are favoured here. In fact, the Mother & Baby market contains within it many of the other trends that have circulated areas of personal care over recent years, such as; free from parabens, free from SLS, synthetic perfumes, etc. For this market, the lure of products that contain “pure”, natural ingredients is amplified ten-fold, as these are seen as being far kinder to and more in-tune with soft, young skin.
It is not just media pressure that is creating a swell in this market. Society is changing, and particularly in the West, new mothers are older and people are continuing to have children later in life. In many instances this is because people want to wait until they are more financially secure before starting a family, and with this shift comes more disposable income to spend on the child’s upbringing.
To someone who does not have children, the cost of some of the associated paraphernalia would seem extraordinary. £800 for a pram? Surely it must come with a F1 engine? Premium brands within this market constantly draw attention to how their product influences levels of protection, security, as well as simply making life easier. These are obviously all qualities that can be attributed to personal care products.
So, the personal care industry is well-placed to deliver the required emotions of security, cleanliness and general wellbeing, with even premium brands being a modest investment in the grand scheme of things. The range of products in this market is widening, and has a huge amount of room for further growth, which makes this sector a very important one to keep an eye on.