With the post-90s and post-95 generations of consumers becoming the new generation of parents, they pay special attention to all aspects of the baby. In the purchase of baby skin care products, more attention will be paid to ingredients, research and development, efficacy, etc., and baby skin care products supported by scientific research results will have selling points and support points.
Many brands have begun to develop in the direction of scientific formulation, efficacy segmentation, etc., and increase the publicity of scientific research results to prove their scientific research strength. However, due to the fact that many brands choose OEM at present, and the relevant implementation standards are not perfect, the market of baby skin care products is still in a relatively chaotic period.
On December 21, at the 2024 spring and summer new product launch conference and the unveiling ceremony of Xihe Laboratory, Turtle Daddy made its debut with the theme of "Science and Technology Anti-light Damage, Brand Creation First Year". “hi!PAPA Xihe Laboratory "mainly focuses on the core efficacy of children's anti-light loss, and allocates instruments and equipment and R&D talents in a targeted manner. At the press conference, the new "Anti-Light Damage Series" for 2024 was launched, which includes products such as Xiaoguangdun sunscreen, Xiaoyindun sunscreen, polishing cream, smoothie cream and children**.
Nowadays, many brands see the market of functional baby skin care products, and believe that its development prospects have been deployed in this field, and according to different baby skin care needs, they have launched products with targeted skin care effects, the efficacy trend of baby skin care products is becoming more and more obvious. The support point of functional products mainly lies in scientific research, and consumers pay more attention to the scientific research of baby skin care brands.
For example, Fuzhou University signed a contract with Frog Prince (Fujian) Baby Care Products *** Baby and Child Skin Care Products Scientific Research Base. This industry-university-research cooperation not only makes use of the scientific research results of the school's R&D team, but also can jointly find and develop innovative raw materials that are natural, green, safe and effective for baby skin care products. Products such as camellia oil cream have been launched to promote the effects of moisturizing, moisturizing, and soothing sensitivity.
On April 21, the "Children's Health Promotion Forum and the Establishment Ceremony of the China Children's Atopic Dermatitis Expert Committee" organized by the Children's Professional Committee of the China Eugenics Association and Winona Baby was officially launched in Shanghai. As can be seen from the name, the expert committee mainly focuses on the issue of atopic dermatitis in children。And in the follow-up, related baby skin care products were launched, such as the moisturizing cream jointly developed by Winona Baby and children's ** experts, and the gentle and protective sunscreen specially developed for babies and children with sensitive skin.
Due to people's increasing demand for high-quality life and the rapid development of the cosmetics market, from the perspective of the entire Chinese skin care market, the track of baby skin care is not large. However, the use of skin care products and cosmetics in children's daily care is becoming more and more frequent and widespread. This track has a clear growth trend in recent years. According to the Frost & Sullivan report, the size of China's maternal and child care products market was 53.5 billion yuan in 2021 and will reach 95.9 billion yuan in 2026.
In order to standardize the production and operation of children's cosmetics, strengthen the supervision and management of children's cosmetics, and ensure the safety of children's cosmetics, in accordance with the Regulations on the Supervision and Administration of Cosmetics and other laws and regulations, the State Food and Drug Administration has formulated the Regulations on the Supervision and Administration of Children's Cosmetics, which requires that the formula design should follow the three principles of "safety first, efficacy necessary, and formula minimal". With the gradual development of the baby skin care products market, and the target group of baby skin care products is relatively special, the product requirements will be more stringent.
ButThere are less than 300 real qualifications for the production of maternal, infant and children's products, and many brands will choose foundries。For example, the production plants of different products of Dai Kesi are different, and its lipstick manufacturer is Huzhou Ouslan Cosmetics***, and its cream manufacturer is Yunfeishi Cosmetics (Shanghai)**, choosing OEM production has certain advantages in some aspects, which can reduce production costs, improve efficiency and production scale, but there will also be some problems.
On the whole, the current baby skin care products market is still in a relatively chaotic periodAccording to the author's review of the implementation standards of major products, many implement enterprise standards, and many products implement the "QB T 1857-2013 moisturizing cream" standard, and the industry standards are not uniform.
The new generation of parents is gradually becoming more aware of the protection of children, and the demand for the quality of baby skin care products is also increasing. According to Euromonitor, between 2016 and 2021, the market size of children's skincare products in China increased from 1705.8 billion yuan expanded to 3227.1 billion yuan, with an average annual compound growth rate of 1359%。In 2024, the size of China's children's skin care products market may be as high as 5236.5 billion yuan.
The incidence of ** diseases caused by allergies or environment in China is increasing year by year, especially eczema, dry itching, redness, etc. have become a high incidence of infants and children, and the prevalence of atopic dermatitis (AD) children has risen sharply, and existing epidemiological studies have found that the prevalence of AD in children aged 1-7 years in China is 12The prevalence of AD in infants aged 1-12 months is as high as 30% in 94%.48%, which is the most common skin problem in infants and children, has become one of the more common diseases in infants.
Children** are different from adults, and baby skincare products need to be more suitable for children in terms of formulation, so the scientific requirements for the brand are relatively high. For example, Turtle Daddy claimed that the total number of self-developed patents increased by 43% year-on-year, the total number of joint R&D patents increased by 60% year-on-year, and the total number of sunscreen repair patents increased by 50% year-on-year. Significant progress has been made in anti-UV ** full-band light blocking film technology, computational biology active substance design and application, and other technologies.
Red Elephant's parent company, Shangmei Group, began to lay out scientific research at the beginning of its establishment in 2003, entered the basic research and development in 2016, built its own Sino-Japanese dual scientific research center and double ** chain, and built a team of more than 200 R&D personnel, and its maternal and infant product development team insisted on consolidating product quality.
In the current market,Infant care is not only limited to basic cleansing and hydration, but also has more subdivided and diversified functional needs such as sunscreen。Although the market development space of infant skin care products with efficacy is good, if you want to develop for a long time, scientific research cannot be ignored, and adhere to the principle that "science and technology are the primary productive forces".
As far as the current development of baby skin care products is concerned, opportunities and risks coexist, and most products are positioned in efficacy, which not only needs to continuously tap the development space of the baby skin care products market, but also needs to increase scientific research investment support and improve the baby skin care products market system.