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Can you please provide information on the top body care brands, formats (i.e. lotion, foam, etc.), and olfactive fragrance type of products mom's are purchasing for their kids (ages 2-7, with a focus on age 5) in the US?
Hello! Thanks for your question about the top body care brands for kids in the U.S. The short version is that Johnson and Johnson, Aveeno, Honest Co., Earth Mama, and Mustela are all top-selling brand in the baby care product market. The most popular products from those brands include lotions, shampoos, body washes and sunscreens. The industry's oflactive direction includes floral and citrus scents. Below you will find a deep dive of my findings.
TOP BRANDS
Brands that offer organic and all natural products are currently the most popular among children body care products. According to a report in 2015, the "organic personal care market is expected to reach $15.98 billion by 2020." In 2011, baby cosmetics and toiletries made up 92.2 percent of the overall revenue for the baby care product market, a $41.3 billion value. This included body lotions, baby powder, creams/ointments, shampoo/body wash, diapers, wipes and kid fragrances. Between 2012 and 2017 the industry was valued at $62.3 billion.
HONEST COMPANY: Honest Co., founded by actress Jessica Alba, was formed out of the demand for chemical free products. Their products includes, body care, cleaning supplies, and supplements. The company keeps a master list of harmful ingredients that they avoid when making their products. Most of the lists regarding top-selling or best kid's body products included Honest Company.
EARTH MAMA, ANGEL BABY: Is another nature-based brand that provides certified organic soaps, balms, lotions, and sprays. Their lotions and body washes have high ratings on Amazon and are frequently featured on lists regarding the best products for kids. This includes their foaming Angel Baby Body Wash & Shampoo and Angel Baby Bottom Balm.
MUSTELA: Mustela is a skin-care line specifically made for babies and soon-to-be mothers. Mustela is the brand that hits the mark on all kid's products, as they appear to be the most popular across every type of body care product including lotions, kid perfumes, shampoo/body wash, and sunscreen.
AVEENO: Aveeno's gentle and oat-based products are popular with children. They have a variety of body care products for adults as well. However, their most popular children's products include shampoo & body wash and lotions.
JOHNSON AND JOHNSON: Johnson and Johnson is a popular household name that has been around for more than 130 years. Their most well-known products for kids include lavender body wash, lotions, and baby powder.
TOP FORMATS
Shampoo/body wash is one the most frequently purchased body care product for children. Statistics show that Johnson's baby shampoo ($31.35 million sold) and Aveeno baby wash shampoo ($10.9 million sold) were the most popular baby shampoos purchased in the U.S. in the year 2016. Foaming shampoos and body washes were popular for brands like Honest and Earth Mama.
Sunscreen, in the form of sprays or lotions, is popular child body care products. Again, natural sunscreens tend to be the most popular. Based on a survey of 1,000 adults by the U.S. by the Consumer Reports National Research Center, adults feel that sunscreen geared towards children are safer than regular sunscreens.
Lotions and diaper cream are another popular item bought on Amazon. This report cites best-seller skin care brands for kids in the U.S. They are Aquaphor Baby Healing Ointment Advanced Therapy, Aveeno Baby Eczema Therapy Moisturizing Cream, Johnson's Bedtime Baby lotion, Honest Co. Perfectly Gentle, Aveeno Baby Lavender and Vanilla Lotion, and Earth Mama Angel Baby Lotion.
OLFACTIVE DIRECTION
The smell of products for children does not appear to be a selling point for most people buying body care products. People are more interested in the ingredients of the products, and making sure they are free of parabens and any other toxic chemicals that could negatively affect their child's health. The top-selling products for body care for kids seemed to fall under the all natural or organic category. Therefore, artificial scents tend to be avoided. Judging by the products listed above, soft floral scents sell the most. This includes lavender, chamomile and calendula. Fruity scents are also popular, particularly citrus scents like grapefruit, orange, tangerine and lemon.
CONCLUSION
To wrap it up, top body care brands for children include Johnson and Johnson, Aveeno, Honest Co., Earth Mama, and Mustela. However, Mustela seems to capture the kid body care market the best. Sunscreen sprays/creams, foaming shampoos/body wash, and baby lotion are all products that garner the most revenue in the baby product market. Also, floral and citrus scents appear to be the most common fragrances companies use for their products.
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