In the past, baby care consisted of diaper cream, mild bubble bath and a care oil. Today, the segment has developed in many different ways with entire care lines. From microbiome-friendly hair and skin care to oral care, there is a wide range of products that are increasingly moving towards the premium segment. The parents of newborns have the greatest influence on how the market develops, and at the moment these are mainly millennials.
Millennials want products that are made from natural and organic ingredients, brands that support sustainable supply chains, and companies that are committed to the same social and ethical mindset as them. Millennial parents are very conscious about what they use for their children, and their own brand preference has a significant influence on the brands they choose for their babies/children. Today's parents focus more on quality than quantity. This has helped smaller, up-and-coming brands that focus on alternative ingredients and product types to establish themselves on the market. However, this also encourages high-priced brands to venture into the baby care segment.