Explore the latest innovation in baby personal care in 2025 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the baby personal care market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global baby personal care market. Understanding innovation in baby personal care has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Rosalia Di Gesu. Rosalia has close to 20 years’ experience with Mintel as a consumer products expert. She focuses on delivering cross-category insight and commentary on innovative new product launches and trends. She has authored many editorial pieces over the years, now concentrating on product innovation in consumer goods markets worldwide.
Innovation is shifting the sustainability focus to the ingredient, aligning with natural trends in more disruptive ways, and keeping the spotlight on playfulness.
Rosalia Di Gesu
Associate Director, Mintel Beauty & Personal Care
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: shift eco narratives towards the ingredient/climate adaptive
- Disrupt in an increasingly saturated ‘sustainable’ babycare segment
- Eco-friendly claims are the norm and focus on the packaging
- Graph 1: baby personal care launches by select claims, 2020 vs 2024
- Notable eco NPD uses upcycled/waterless formulas and plans for greater sunscreen use
- Brand renovation/innovation: Freddie’s First
- Europe: align with wellness trends in a playful and joyful way
- Appeal to parental interest in calming/playful babycare products
- Wellness-focused and playful claims increase to meet consumer interest
- Calming and playful innovations
- Brand renovation/innovation: Nala’s Baby Sleep
- The Middle East & Africa (MEA)
- Botanical claims dominate, and eco packs increase
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ASIA PACIFIC (APAC)
- Asia: meet consumer interest in ingredient-first innovation
- Elevate the focus on ingredients
- Botanical formulas are most prevalent in Asia and led by aloe and chamomile
- Graph 2: baby personal care launches featuring a botanical claim, by the top 10 ‘botanical product’ ingredients, 2024
- Ingredient-first innovation features across babycare segments
- Brand renovation/innovation: Himalaya with Pure Cow Ghee
- Asia: appeal to experimental parents with disruptive innovation
- Target parental interest in new babycare products
- Completely new product launches plateau
- Graph 3: baby personal care launches by launch type, 2020 vs 2024
- Novel innovations appeal to experimental parents
- Australia & New Zealand
- Playful and sensorial innovation stands out
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THE AMERICAS
- North America: a gap remains for diversity-focused babycare
- Prioritise hydration for babies with melanin-rich skin
- Innovation for babies with melanin-rich skin or coily hair is niche
- North America: redress the decline in natural/free-from claims
- Naturalness is a key purchase driver in babycare
- Established free-from and botanical claims decline in babycare innovation
- Graph 4: baby personal care launches by select natural and free-from claims, 2020 vs 2024
- Innovation links naturalness to superior quality/healthiness
- Brand renovation/innovation: Target’s Dealworthy
- Latin America: innovation maintains the focus on naturalness
- Naturalness is important to Latin American buyers of babycare products
- Graph 5: baby personal care launches by select natural and free from claims, 2020 vs 2024
- Pair naturalness with efficacy-focused claims
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
For a more detailed look at a Year of Innovation report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
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