- 1 Trends in Baby Products Packaging
- 2 Market Share of Baby Product
- 3 Famous Brands of Baby Product
- 4 Type of Baby Products
- 5 Materials Used for Baby Products Packaging
- 6 Designing Attractive Baby Products Packaging
- 7 Examples of Good Baby Products Packaging
Trends in Baby Products Packaging
The baby product packaging market is expected to grow at a steady CAGR of 5.5% during 2018-2023.
Parents are growing more conscious of purchasing the best baby product. Introduction of luxurious baby products has evolved the packaging and led to premium and innovative packaging.
The trend is toward designing minimalistic and clean packaging designs. The use of bright and vivid graphics illustrations is also popular in the packaging of baby products.
Transparent packaging which allows the parents to see the product from outside without opening the packaging is also in trend. The packaging of baby products is making use of materials with excellent barrier and protective features to prevent the product from contamination and damage.
The global baby care product market is valued at $73.86 billion in 2018 and is expected to reach $109.13 billion by the year 2026.
The market is growing at a healthy rate. Johnson & Johnson had the largest market share of 21.3% in the baby product industry in 2017.
P&G’s market share in 2017 was 18.34% and is expected to remain stable at this level till 2024. Kimberley Clark had a market share of 9% in the baby product industry in 2017.
In the US, private labels are the market leaders in the sale of baby wipes accounting a market share of 39.6%. Munchkin’s market share in the US in the baby care and safety accessories segment was 16.4% in 2016.
Johnson & Johnson is the market leader in the US in baby shampoo market with a 31.3% market share and 54% market share in baby powder segment.
Famous Brands of Baby Product
Baby products are becoming popular. With increased incomes and changing customer preferences, the market is growing steadily.
The market is also competitive with parents wanting only the best for their babies. Procter & Gamble (P&G), Johnson & Johnson, and Kimberley Clark are the leading companies in the global baby products.
Munchkin, Dorel Juvenile Group, Summer Infant, and Edgewell Personal Care are popular brands in the baby care and safety accessories in the US market.
Type of Baby Products
Baby products are designed to meet the different needs of the babies. Some of the most common categories into which the baby products can be classified are as follows:
Baby apparel comes in different shapes and sizes. The type of clothing also differs based on the activity and time. there are different clothes for sleeping, indoors, bathing, and outdoor activities.
The baby clothes are made from natural and eco-friendly fibers which provide a soothing touch to the baby’s soft skin.
Skincare products are one of the most popular and widely used baby products. These products are applied to the baby skin to keep it moisturized and healthy.
Examples of skin care products include body oil, body lotion, powders, body wash, etc. Most of these products are made from mild ingredients which provide gentle nourishment to the baby’s skin.
Haircare products are meant for applying on the baby’s hair. Products like shampoo, hair oil, conditioners etc. fall in this category.
The hair care products are mild and gentle on the baby’s hair and lead to healthy hair growth.
Activities and Play Products
Activities and play products are mostly for outdoor uses. They include products like baby carriers, car seats, strollers, baby swings, toys etc.
These products keep the babies safe and secure when outdoor and stimulate their physical activities and health.
Feeding products are designed to feed solid and liquid food to the babies. Feeding products include feeding bottles which are used to give milk and water to the babies.
Breastfeeding pumps help the mothers to feed babies when they are not in the house. Baby plates, bowls, utensils etc. help to feed solid food to them.
Baby food comes in different varieties. Generally, baby food is soft and easy to digest food other than the breastmilk and infant formula and is meant for babies above the age of 3 months.
Baby food products come in multiple flavors and come packaged in food pouches.
Materials Used for Baby Products Packaging
Baby product packaging requires a different approach to ensuring the creation of the packaging and safety of the product. Some commonly used packaging materials for baby products are provided below:
Plastic is the most commonly and widely used material for packaging of baby products. Plastic is cost-effective and highly versatile material for packaging. It offers excellent compatibility for printing and designing.
Branding and graphics can be vividly presented on the plastic packaging. Plastic can be molded in various shapes and sizes and provides good protection to the baby products.
Plastics used for packaging are also chemical resistant and have excellent barrier properties which make it ideal for packaging baby products.
The glass is used in packaging of baby products due to its chemically resistant and inert properties. Glass packaging provides transparency which allows the parents to see the product from outside without opening the package.
Branding and labeling on the glass jars are more attractive. Glass packaging is impermeable and is not affected by any external elements.
Due to the excellent barrier properties of glass, it protects the baby products from damage and contamination due to oxidation, UV light, moisture etc.
Glass packaging also does not react with any chemicals in the packaged product and thus ensures the product retain their original characteristics.
Cardboard is a common material used for packaging of baby products. Cardboard packaging is lightweight and cost-effective.
It reduces the cost of packaging and cost of distribution as the products can be transported with lesser fuel due to being lightweight.
Cardboard boxes provide sufficient protection to the packaged products. Such type of packaging is also eco-friendly and recyclable which adds to its appeal.
Designing Attractive Baby Products Packaging
Packaging for baby products is important not only for the visual appeal but for protecting the products as they are meant for use by babies.
Some of the important considerations for designing attractive and safe packaging for baby products are discussed below:
Baby products need packaging which can protect the product from external elements. The packaging should be durable and protect the product from impact and other damages during transit to the retail shelves.
The packaging should be done using chemically resistant or inert materials. These materials are chemically stable and do not react with the chemicals in the baby products and thus the packaging does not contaminate the packaged baby product.
The packaging should also protect the baby product from elements like moisture, oxidation, UV light etc. which can damage and contaminate the packaged product.
Materials like metal, glass, selected plastic polymers have these properties and are thus widely used for packaging of baby products.
Parents are conscious of buying the best products for their babies. The packaging of the baby products should clearly mention on the label the ingredients used, the date of manufacturing, best before date etc.
This provides the useful information needed by the parents before they make the purchase decision. When the labeling is clear and honest it creates a positive image of the product and parents generally prefer purchasing such products.
Such labeling assumes even greater importance when the product is directly applied to or consumed by the baby. Baby skincare products and baby foods should clearly mention the ingredients and any harmful chemicals present in the product.
Colorful and Cheerful Packaging
The packaging for baby products should be done differently compared to the packaging of products for adults. Babies perceive the product and its packaging design differently than adults.
Baby product packaging should be colorful and cheerful. The packaging should make use of bold and attractive colors which can attract the attention of both the babies and parents.
The packaging can also incorporate impressive and colorful graphic illustrations which will differentiate it from the competition and make it friendlier for babies.
The colorful packaging comes in handier for baby food products which can make the babies happier and they can happily accept and feed on the package.
Convenience and Utility
The packaging for baby products should be done to ensure the convenience of use by the parents and the babies.
The product should allow the users to easily open the packaging, access, and use it. If it is too cumbersome for the product to be unboxed and used, then there are chances of such products being ignored by the parents.
Products like baby cosmetics and baby food should be packaged to ensure easy access and minimal wastage. Spout packaging is very popular for such products as it allows ease of access and reduces any product wastage.
Baby food products also come in resealable ziplock pouches which allows the users to reseal it after opening and consume it later generally within 24-hours
Like other industries, baby products are also moving towards green and eco-friendly packaging. These packagings are fully recyclable and thus environment-friendly.
Using eco-friendly packaging presents a positive image of the brand and it is generally preferred by the parents over other products.
Eco-friendly packaging means that the packaging waste can be reused or recycled and it does not end up in landfills and ocean beds and cause serious environmental damage.
Eco-friendly packaging materials are also chemically resistant and thus they do not react with the packaged product and do not contaminate it in any way.
Examples of Good Baby Products Packaging
Some examples of good baby products packaging are provided below:
Well’s Pharmacy Baby Products
Well’s Pharmacy baby products are packaged in a clean and lovely packaging. The packaging has illustrations of cheerful animal characters with their names and personalities.
This graphic identity provides the brand a human touch and creates an emotional connect with the potential customers.
These graphics and animal characters lend to the storytelling and visual appeal of the packaging and the brand.
Co-ops Baby Care Products
Packaging for the Co-ops baby care products makes use of bold colors and playful illustrations. The packaging is cheerful and connects with both the babies and parents.
Playful animal characters are used on the packaging instead of photographs of babies. The rhyming product description adds to the storytelling and novelty of the packaging.
Peppi Baby Products
Peppi manufactures its range of bath and skincare products for babies. The baby products are made using mild and natural ingredients.
The packaging of the product is clean and simplistic. The pastel colors used on white plastic containers look crisp.
The use of aluminum caps on the plastic containers look premium and also provide good protection from external elements.
Parasol baby diapers and wipes come packaged in a joyful packaging. Instead of using baby photographs like the regular product packaging, Parasol used colorful splashes and illustrations which differentiates it from the competition.
These illustrations are in soft shades which have a soothing and calming effect on the customers.
Kit & Kin
Kit & Kin baby nappies use natural materials and consist of fewer chemicals which provide a healthy option to the parents and babies.
The packaging creates a strong visual identity with soft colors which are perfect for the babies. The illustrations of mountains and flowers further enhance the packaging and provide the image of eco-friendly packaging and brand.
Agnostic is a Greek brand of baby bath products. The packaging adopts a minimalistic approach with simple design patterns on a white background.
The products also have textures on the containers which reinforces their purpose. The design of the containers is curved which makes it ergonomic.
The brand name Agnostic means essence of purity which is reflected by the pristine white packaging. The wooden lid on each product adds to the visual aesthetics.
Montmartre tooth gel collection comes in attractive packaging. The packaging resembles the packaging for candies with images of lollipops on it.
Each lollipop is in the shape of a healthy fruit. The packaging is white and in the hue of specific flavors.
The use of eye-catching colors and illustrations will appeal to the children and get them excited towards adopting healthy dental hygiene practices.
Surprisingly baby subscription boxes consist of eco-friendly clothes for different times and activities- playtime, outing, sleeping etc.
The baby clothes are made from natural fabrics. The packaging is clean and comes in a cardboard box with a separate compartment for each pair of clothes. The packaging is simplistic and uses the company logo and relevant details.
Finnish Baby Box
The Finnish Baby Box is a starter kit for parents. It contains all the baby essentials like bath and hygiene products, indoor clothes, outdoor clothes, sleeping products, bed box etc.
The packaging is done in a big cardboard box which is eco-friendly. The packaging has cheerful graphic illustrations which make it special.
Klee Kids produces natural and organic bath and body care products for babies. The packaging is done using bright and bold colors on a white background which makes it stand out from other similar products.
The packaging has fun and fictitious ocean characters which become part of the baby’s imaginary world and makes the bath time a memorable experience.