Natural products find favor among parents

Chain Drug Review, Sept 17, 2007

NEW YORK -- With a growing number of consumers demanding natural products in a wide variety of categories, the trend has been particularly apparent in baby care.

And in response to the rising call for more natural options in the baby care market, suppliers are altering their lines to offer alternatives to many of the products that define this category.

The Del Pharmaceuticals division of Del Laboratories Inc., for instance, includes formulas for relieving infants' teething pain, cradle cap, stomach discomfort and dry skin as part of its Gentle Naturals line.

In addition, the line includes a natural bug repellent.

As its name suggests, Gentle Naturals products are formulated with only natural ingredients. The line's eczema baby wash, for example, contains aloe vera to condition skin, as well as calendula, jojoba oil, apricot oil and soybean oil to moisturize the skin. In addition, the inclusion of vitamins A, D and E help nourish a baby's sensitive skin.

Similarly, the Gentle Naturals bug repellent is formulated with such naturally occurring insect repellents as soybean oil, cinnamon oil, lemongrass oil and geranium oil.

Del's Gentle Naturals Tummy Soother is formulated with ginger, chamomile and fennel.

Meanwhile, one of the areas where homeopathic remedies have made the greatest inroads has been in baby care and products for young children.

Hylands Inc., for instance, has had great success with its teething tablets and earache tablets and drops and over the years both products have consistently rated among the best-selling items in their respective categories.

And last year Hyland's Teething Tablets was awarded the National Parenting Center Seal of Approval.

"We have received countless testimonials from parents who trust Hyland's Teething Tablets to provide relief for their children who are experiencing some of the discomfort that comes with teething," Hyland's president Jay Borneman said when the product was given the seal of approval. "We're pleased that this reputable body of experts agrees that our teething tablets are as good as we think they are."

Besides its teething and earache remedies, Hyland's offers homeopathic remedies for other ailments. Earlier this year, the company became the first homeopathic company to license a character in its labeling when it put Universal Studios Curious George on the packaging for its Sniffles 'n Sneezes 4 Kids and Calms Forte 4 Kids.

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NURSING/FEEDING ACCESSORIES

TOTAL DOLLAR SALES * $401.3 mil. ( 6%)

DRUG STORES $56.7 mil. (-4.7%)

                                Market   Dollar sales   Dollar sales
LEADING BRANDS **               share       (000)         % change

Avent                            8.6%       $4,892           3.5%
Playtex Drop Ins                 6.7%        3,770          -3.6%
Playtex Insulator                5.7%        3,244          -2.3%
Playtex                          5.6%        3,176         -13.5%
Playtex Ventalre                 4.9%        2,786          -7.5%
Lasinoh                          4.6%        2,620           3.2%
Evenflo Comfort Select           4.1%        2,346           8.7%
Johnsons                         3.5%        2,006          16.7%
Gerber                           3.1%        1,775         -24.9%
Gerber Premium Feeding System    2.9%        1,666          12.4%

TOTAL UNIT SALES * 81.1 mil. (-0.4%)

DRUG STORES 11.7 mil. (-8%)

                                Market    Unit sales     Unit sales
LEADING BRANDS **               share       (000)         % change

Avent                            6.6%        769             4.2%
Playtex Drop Ins                 5.6%        658            -5.6%
Playtex                          5.4%        635           -11.6%
Playtex Ventalre                 4.6%        543           -19.1%
Playtex Insulator                4.6%        541            -3.6%
Gerber                           3.6%        418           -28.1%
Lansinoh                         3.3%        387             2.8%
Munchkin                         2.8%        331            -4.3%
Johnsons                         2.8%        330            13.5%
Playtex First Supper             2.2%        264             8.3%

* Total of drug stores, supermarkets and discount stores,
excluding Wal-Mart Stores Inc.

** In drug stores only. Private label products account for
a 7.7% dollar share and a 11.3% unit share.

Source: Information Resources Inc.

For the 52 weeks ended August 12, 2007.