New kid in town for children's personal care products

By staff reporter

- Last updated on GMT

Related tags: Personal care, Personal care products, Cosmetics

The children's personal care product market continues to grow with
the launch of eleven natural and organic products for youngsters.

The TruKid line is the brainchild of Oakland mother of six, Jennifer Adams, and offers products free of ingredients such as parabens, phthalates, SLS and propylene glycol. "What goes on a child's skin is just as important as what goes in their tummies,"​ said Adams. "Adult consumers want to use products that are all natural and chemical free and they should be able to make the same choices when it comes to their kids." ​ The US market for children's personal care products can no longer be considered niche, after growing by a staggering 65 percent between 1999 and 2005 to reach $300.3 million, while market reports specialist Research and Markets predicts that a 6.7 percent increase in the birth rate up to 2010 is likely to fuel still further strong growth. According to Princeton's journal The Future of Children​, young children's skin absorbs up to 200 percent more chemical substances through their skin than adults do, and the TruKid range is emphasizing the 'free-from harmful chemicals' message. The "kid-friendly" products will include a sunscreen, bar soap, healing salve for bruised knees or scraped elbows, foot cream, body lotion, and lip balm. The products retail for an average $9 -$16 per 3.5-4 ounce bottle. Higher disposable incomes among the growing number of over-30 mothers is buoying the children personal care products market, with mothers in this age reportedly more likely to spend more on specific products dedicated to children's personal care. Indeed, manufacturers are continuing to appeal both to children, with licensing agreements to use favorite cartoon characters on personal care packaging, as well as appealing to the parents that are actually paying for the product by emphasizing the use of natural ingredients. The report from Research and Markets highlights how parents are also prepared to spend more on personal care products for their children. This is explained by the belief that the products are only going to be used for a short time - typically until the children are in their tweens.

Related topics: Market Trends, Skin Care

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