Chain Drug Review, July 9, 2018

Chain Drug Review July 9 2018 25 PERSONAL CARE REPORT BABY CARE Parents aim to keep the next generation toxin free NEW YORK Baby care is being recast by the same pursuit of natural ingredients that is driving other categories perhaps even more so Young parents are very concerned with what they put in and on their bodies says one market observer and theyre even more conscientious about what they get for the next generation namely their infants and toddlers Many consumers are gravitating towards more natural options for their families says Cindy Ramsey brand manager for Baby Magic supplier Naterra International Inc Moms want transparency with ingredients and sourcing while keeping safety top of mind There has also been growth in more specialized categories such as treatment items Moms are looking for specific solutions to meet a need or solve a problem Naterra works closely with its retailers to ensure products are in stock notes Ramsey It also seeks opportunities for secondary placement to increase awareness and to make it easier to find the products Having the right assortment that caters to customers who shop at a specific retailer or location is also important Ramsey adds that the influence of digital media on purchasing power is enormous considering that most Millennials wont buy products without having read reviews first Based on a study by Baby Center more than 80 of new moms are Millennials and over 70 search for parenting advice online primarily product recommendations from other mothers on social media Millennials have become the biggest and most influential generation They are looking for simple pure natural products in food and personal care which carries over to baby care purchases says Lucienne De Ponte senior director of marketing and category management for baby and toddler care at Nice Pak Products Inc the largest wet wipe producer in the world What they want for baby care products as with other items is transparency and product simplicity says DePonte This is true for all purchase behavior whether its for national brands or store brands Its no surprise that organic food is the fast growing section of the baby food market With the internet being so readily available and the knowledge of the importance of pesticide free food spreading rapidly throughout the world the majority of parents are raising concerns about the quality of their baby food and seeking the best option for their children says Alyson Eberle founder and chief executive officer of organic fresh food producer Pure Spoon Likewise fresh food is drawing increased interest as parents become more despondent with the gross tasting shelf stable options she says Why is it that the market offered fresh meals for dogs before offering fresh options for our babies Natural and safe relief for cough cold and gastrointestinal symptoms is offered by new Harmony Patches from Dr Loos Natural Remedies This is a dream safe and nontoxic solution for children too young to swallow liquids or pills and for families who want to avoid additives often found in oral remedies such as bicarbonate citric acid sugar and alcohol says company founder and CEO Dr May Loo In addition ingested formulas take quite a while to be absorbed from the gastrointestinal tract and even longer to reach and act on the affected area of the body Seeing your child in pain is unbearable and as parents we all want to restore comfort as quickly as we can Another category trend is baby product kits as gifts for new parents says Joe Juliano vice president of innovation and marketing services at Prestige Brands Weve seen increased distribution of baby kits on e commerce platforms and interest in expanding these gift offerings in store he says And they are not just purchased as gifts for baby showers Our research has shown that of those who did purchase or receive 75 said they would purchase again for their home These kits have proven very successful at promoting trial with our brands and cross purchase within our pediatrics portfolio Prestige Brands offers three baby kits for retail sale Boudreauxs Butt Paste Rash Kicking Kit Little Remedies New Baby Essentials Kit and Little Remedies Infant Essentials Value Pack The value pack available at Walgreens was designed to provide a smaller shelf footprint and still contain the baby essentials that a new mom would value Baby Care Ñ Selected Categories DRUG STORES Dollar sales 000 Dollar sales change Unit sales 000 Unit sales change Disposable diapers 50000 62 4046 37 Baby formula powder 43869 08 1748 25 Baby oil 3475 68 808 106 Disposable training pants 22087 14 1824 19 Baby electrolytes 16736 10 3046 01 Baby ointment cream 11936 71 1503 51 Baby soap 7440 177 1089 194 Nursing feeding accessories 6649 38 1008 47 Petroleum jelly 6508 25 1673 55 Baby food snacks 6270 106 2799 99 Baby lotion 4766 220 664 240 MULTICHANNEL Dollar sales 000 Dollar sales change Unit sales 000 Unit sales change Baby formula powder 900349 01 43798 17 Disposable diapers 841951 106 2799 99 Baby food snacks 378871 06 247086 01 Disposable training pants 241975 21 18357 20 Nursing feeding accessories 186631 46 34741 18 Baby soap 59671 23 10383 16 Baby electrolytes 53178 09 11061 11 Baby ointment cream 45502 27 7318 50 Baby lotion 30906 31 5632 41 Petroleum jelly 25143 63 9575 73 Baby oil 16737 26 5118 33 Source IRI For the 12 weeks ended May 20 2018 Drug stores supermarkets discount stores military commissaries and selected clubs and dollar stores Retailers need to wipe away category myths NEW YORK Baby wipes are not just for wiping babies Theres a lot of non diapering use of baby wipes says Lucienne DePonte senior director of marketing and category management for baby and toddler care at Nice Pak Products Inc Thats a key consumer insight that Nice Pak has identified Baby wipes are often used for personal care and cleansing of the entire family and miscellaneous other cleaning uses As a total wet wipes solution provider Nice Pak helps its customers design optimized categories by utilizing shopper specific insights analyzing their entire baby wipe category mix including balancing the role of national brand and private label the productivity of SKUs and the implications of the dual usage of wipes for diapering and non diapering notes DePonte The most successful retailers in the category take a holistic view and manage their store brand as a traditional CPG brand investing in product development consumer insights and marketing she says They design a comprehensive program including product design claims packaging and the price value relationship The packaging has to work extremely hard as its the key marketing tool for private label brands Also important are online sales which are estimated to account for approximately onefifth of baby wipe dollar volume Those retailers that are expanding their e commerce business are reaping the benefit says DePonte Millennials do a tremendous amount of shopping and information gathering on line For its part Procter Gamble Co has rolled out Pampers Aqua Pure wipes which are designed to give parents the brands highest water content wipe while still delivering outstanding skin protection