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Babies Consumer Insights

Natural Baby
New toddler skincare lines are made with vegan-certified ingredients
Trend - Skincare brands for toddlers are launching new vegan-certified collections. These products are made with natural, plant-based ingredients that are gentle and nourishing for delicate skin. Brands emphasize the ethical and environmental benefits of choosing vegan skincare products for babies.

Insight - Consumers are increasingly concerned about the ethical and environmental impact of their cosmetics choices. These consumers are aware of the animal testing and exploitation involved in many conventional skincare products, as well as the harmful effects of synthetic and animal-derived ingredients, leading to a preference for vegan and cruelty-free skincare products for themselves and their families. Brands are catering to these demands with vegan products with specialized collections for babies.
Workshop Question - How could your brand ensure its products or services appeal to consumers with ethical concerns surrounding production systems?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Infancy
Luxury skincare brands are entering the baby skincare space with organic products
Trend - Brands are launching luxury and designer skincare collections for newborns and infants. These products have easy-to-understand, short ingredient lists for safety and transparency. Brands position these products as better solutions for ensuring the healthy development of babies.

Insight - Younger generations of parents, such as Gen Z and Millenials, are acutely aware of the potential damage of chemical ingredients. These generations grew up learning about the dangers of microplastics, processed foods, and more. This knowledge leads these parents to prefer organic, natural, and clean products for their newborn babies, and are willing to pay a premium price to ensure the products are of the highest quality. Brands are responding to these pressures with luxury products for babies.
Workshop Question - How could your brand leverage the growing demand for premium products and services in the baby care space?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Expanded Palate
Kids' food manufacturers are using globalized recipes to expand palates early
Trend - Kid and baby food manufacturers in North America are expanding recipes to include globalized flavors. These globally-inspired recipes expose youth to more foods and flavors early on, thus expanding their familiar palate. Children raised with expanded palates more often eat healthy, balanced diets.

Insight - Younger generations of parents in North America, namely Millennials and older Gen Z, often grew up in globalized cities with countless options for cultural foods and flavors available to them. These parents want to ensure that their children not only adopt healthy diets, but are also able to enjoy the same, if not more, varieties of foods than they have. Brands are recognizing the value of expanding the palate of children early, and are launching globally-inspired kids' meals as a response.
Workshop Question - How can your brand incorporate globalized flavors into its products to provide a more diverse range of options?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Seaweed Formula
Baby food brands are using seaweed extract for developmental health reasons
Trend - Brands in the baby food industry have begun using hydrocolloids typically found in seaweed and algae. These extracts offer alternative, organic, plant-based sources of nutrients like DHA. This contributes to a sustainable industry while reducing costs due to the availability of algae.

Insight - Consumers with children are increasingly turning to natural baby foods, formulas, and milks. Each year the organic baby food industry grows by more than 10%, showing that there is an evergreen demand for healthy baby products. These consumers want to ensure their offspring grow up with the benefits of a natural diet, rather than risk using heavily processed foods as a cost-saving measure. As such, there is a real demand for brands to release affordable organic baby foods.
Workshop Question - How could your brand incorporate organic and plant-based ingredients without raising costs to better address the growing needs of the modern consumer?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kids Spa
Cosmetic and self-care brands are catering their bath products to kids
Trend - Brands in the cosmetic and beauty industry are offering their products to kids to mimic adult spa rituals. These products transform the bath time experience into a relaxing and sensory-focused activity to help kids feel pampered.

Insight - Throughout the pandemic, adult consumers have altered their lifestyles to focus more on self-care through home spa solutions and mindful practices. The stress of the last two years has taken a toll on kids as well as adults. Because of this, parents and guardians are looking for wellness products and services geared toward kids to mitigate stress and practice wellness rituals together.
Workshop Question - How is your brand adapting to shifts in consumer lifestyles?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Infant Supplement
Health brands offer supplements formulated for babies' needs
Trend - As more consumers turn to convenient health solutions, health brands are offering parents of infants supplements that can be incorporated into their children's diets in order to ensure they're consuming enough nutrients.

Insight - Millennial parents are raising their children aligned with their personal beliefs and lifestyles, many of which include a focus on health and wellness. These parents are turning to brands that allow them to raise their kids with the same wellness rituals and habits that they're accustomed to.
Workshop Question - How is your brand aligning itself with its customers lifestyles and values?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Baby Gear Rentals
Brands are launching apps that allow parents to rent baby equipment
Trend - Brands are launching apps that allow parents to rent baby equipment for short periods of time rather than purchasing the items and trying to resell them afterward. These apps are ideal for parents traveling or looking for cost-effective solutions.

Insight - The cost of raising a child can be very strenuous for parents, especially since the items needed are quickly outgrown. Many parents are looking for affordable ways to reduce their consumption and costs that meet their needs at different milestones. These consumers value collaborative consumption models and will flock to brands that offer services designed for their lifestyle.
Workshop Question - How can your brand support consumers looking to reduce their consumption?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Diaper Delivery
Subscription and delivery services offer eco-friendly diapers for parents
Trend - Parents and caregivers of toddlers and infants now have a more convenient way to be environmentally friendly in caring for children, with subscription services that deliver eco-friendly diapers to their doors.

Insight - The process of caring for newborns and toddlers often leaves parents and caregivers with little time to think about things like being environmentally friendly--their sole focus tends to be how to keep children healthy and mentally stimulated in the simplest way possible. Thus, some people are turning to brands that are able to merge convenience with consumers' growing desire to be eco-conscious.
Workshop Question - How is your brand merging convenience and eco-friendly preferences?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sleepy Car
Car brands are launching various features that will help infants & toddlers fall asleep
Trend - Car companies are utilizing science and technology to launch special features that help parents and their infants or toddlers. These innovations come in the form of branded lullabies, toys, and other products that are often associated with the common habit of kids falling asleep in cars.

Insight - Some new parents turn to movement when attempting to lull their babies to sleep as the various sounds and vibrations of these activities have proven to be soothing and effective. As a result, many express a strong desire for supporting features to be implemented in child-focused products/services that can be successfully utilized in these situations. This helps parents by facilitating a more effective and welcoming environment that will assure faster results.
Workshop Question - How might your product/service help new parents?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Double-Duty Care
Brands are launching maternity products that are chic and extremely versatile
Trend - Brands are creating maternity products that can be utilized before, during, and after pregnancy. These multi-functional offerings are usually paired with a fashion-forward aesthetic, making them available for use not only when the baby is around, but even for a casual night out.

Insight - Desires for affordability and sustainable purchasing decisions push parents to search for products that will give them the much-needed functionality for taking care of their infant, but ones that will also lend themselves for personal use later on. These products allow mothers to feel supported and organized throughout their journey, but also fill a niche in the market as not many maternity products are versatile in terms of style.
Workshop Question - How could your product incorporate style with functionality?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends