Abstract
Mintel brings together two disparate markets in this report under the heading of babies' and children' s toiletries. The babies' sector is by far the largest and the more dynamic and is witnessing a growth in products with natural formulations. Usage is mainly on babies, although there is some adult usage, especially for ‘cult’ products, such as Johnson' s Baby Oil. From an early age, children are taking care over their appearance and using a wide range of toiletries. However, few of these are child-targeted ranges, suggesting good targeting opportunities for mainstream brands.
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