By  on April 20, 2018

The baby-care market in the U.S. — which reached $600 million in 2017, according to Kline & Co. data — is undergoing a seismic shift. For starters, the key players have changed. While Johnson & Johnson retains three-fifths of the market share with Johnson’s Baby and Aveeno, Unilever has edged into third position following private-label brands, thanks to the launch of Baby Dove and its acquisition of Sundial Brands, per Kline & Co. Market trends are following what is happening in the facial skin-care category — demand for clean formulations, fragrance-free products and segmentation by skin type, is on the rise. The channel breakdown is shifting too — 20 percent of U.S. baby-care products are sold online, according to TABS Analytics, which is 10 times higher than the online share across all consumer packaged goods categories. Launching baby care is now considered a gateway into e-commerce for established personal-care brands, says a recent Mintel report. As a result, a slew of new brands and products have launched in the past year, fragmenting the market and driving category growth. Kline & Co. predicts a compounded annual growth rate of 2.1 percent in baby care over the next five years, driven primarily by naturals.

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