Recent patents in the baby personal care sector highlight free-from and hypoallergenic formulations and superfood ingredients for healthier and gentler products.
Neha Srivastava, Senior Patent Analyst – Food & Drink and Beauty & Personal Care
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- What you need to know
- Why use mild and efficient baby personal care products?
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WHAT CONSUMERS WANT AND WHY
- Parents' purchasing habits emphasise the importance of products for infants that support hygiene and skincare
- Graph 1: products parents have purchased for their baby/child(ren) aged 0-4 in the last 12 months, 2024
- Parents look for natural products that improve skin health
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PRODUCT INNOVATION TRENDS
- Brands prioritise baby bodycare products with botanical and herbal ingredients
- Graph 2: top 10 claims in skincare, soap & bath and hair product sub-category launches with a baby and toddler (0-4) claim, 2020-25
- Recent launches incorporate natural ingredients such as botanicals and prebiotics
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THE PATENT LANDSCAPE
- Baby personal care patents reflect the industry's growth and increasing focus on meeting babies' needs
- Graph 3: patents related to baby personal care products and ingredients, published each year, 2015-25
- China leads in securing the majority of patent grants for baby personal care products
- BASF SE and Procter & Gamble Co. are leading innovators in the baby personal care industry
- Graph 4: top 10 organisations with granted patents for baby personal care products and ingredients, 2025
- Focus on free-from claims for baby products
- Address parents' concern about the impact of certain chemicals on delicate baby skin
- Brands adopt on-pack claim strategies to prioritise safety and build trust
- Graph 5: % of skincare, soap & bath and haircare products launches with a baby and toddler (0-4) claim with selected free-from claims, 2020-25
- Consider phthalate-free products for safer babycare products
- In baby bath products, innovators are steering clear of acrylates, synthetic fragrances and colours
- Opt for products free from parabens and organic UV-blocking agents
- Prioritise hypoallergenic babycare products
- Brands are creating gentle hair-conditioning formulations that address babies' sensitive scalps and haircare needs
- Graph 6: top sub-categories for hypoallergenic claims in skincare, soap & bath and haircare products launches with a baby and toddler (0-4) claim, by sub-category, 2022-25
- Brands simplify babycare products with botanicals and hypoallergenic ingredients
- Recent patents emphasise minimising inflammatory responses and improved moisturisation
- Opt for shampoos made with gentle ingredients for baby scalps
- Opt for superfoods in baby personal care
- Superfoods hold great potential in baby personal care innovations
- Graph 7: top fragrance profiles* in skincare, soap & bath and hair product launches with a baby and toddler (0-4) claim, 2022-25
- Harness the power of avocado to nourish baby skin
- Use blueberries to deliver gentle baby skincare
- Explore seaweed as a natural nutrient powerhouse
- Innovators are leveraging seaweed's benefits to nurture and safeguard babies' delicate skin
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KEY TAKEAWAYS
- Key takeaways
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APPENDIX
- Research methodology
- Key patent examples for baby personal care products
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