Trends for Tots
By Elena Sullivan

Publix offers updated premium diapers. Left Below: Kroger recently relaunched it's baby care line with new, bright and attractive packaging.

Retailers continue to roll-out new private label baby products.

In a recession or in boom times, babies and toddlers are always going to need diapers, baby lotion, baby food and the like, and many analysts assert the fact that baby products are more popular now than ever. According to a Datamonitor report, a number of trends including the move towards natural, organic and environmentally friendly products have shown resilience in this category.

In addition, since most parents are unwilling to compromise on quality when it comes to products for their children, more retailers are updating their baby care lines and rolling out new and improved products. In particular, Target, Minneapolis, MN, Kroger, Cincinnati, OH, and Publix, Lakeland, FL, have updated their private label baby care ranges with new packaging and/or new products.

Caring with Comfort

Kroger in particular has stepped up its game and now offers a new look and improved products. Kroger recently relaunched its 10-year-old Comforts brand baby care line with a strong emphasis on quality and value. With the intent of creating a brand image across the entire baby care line, all items in the line – which includes diapers, wipes and formula – now bear an adorable yellow firefly logo on their packaging.

Kroger features the line in a special section on the Kroger website. “Wherever you find the Comforts brand firefly, you’ll find quality products for your baby or toddler always perfectly priced for you,” the website reads.

While many retailers let advertising for their private labels fall by the wayside, Kroger has invested in advertising by implementing floor signs and direct mail to ensure that its new line catches the attention of shoppers.

Targeting Up

On a recent visit to a New York City-area Target, Private Label magazine stumbled upon a brand new private label line called up&up. The line includes items such as sunscreen, baby wipes, diapers and infant formula. The packaging is quite different from Target’s original store brand that features the bulls-eye design. The packaging of the diapers and wipes of the up&up line depicts a photo of a child holding a different object for each distinct item. For example, the packaging of the baby wipes for sensitive skin features a child holding a teddy bear. The colors of the packaging include bright purple, blue and pink. In addition, products such as the wipes each include a short blurb to accompany the item description.

The line includes three selections, scented, unscented and sensitive. All options are hypoallergenic and alcohol free. The scented packaging is pink, features a little girl holding a flower, and the words “Dainty Wipes”; the unscented packaging bears the photo of a little boy, is now enhanced with cotton, has a cushy texture for superior cleaning, contains aloe and vitamin E and states, “Cushy Tushy”; the sensitive selection features a little boy holding a teddy bear, is now enhanced with cotton and is ideal for newborns.

Publix Diaper Pride

In the last year, Publix updated its diaper options, and the retailer proudly announces its improvements on its website: There have been a few improvements to Publix Premium Diapers since the last time you wrapped them around your pride and joy. We started with comfort. Thanks to our new Accordion StretchTM panels, our diapers fit around your baby snuggly and are comparable to the best trim-fit diapers around. We also added a Dry-LockTM layer for ultimate absorbency, so you can count on superior leak protection day and night. We made our diapers better because your baby deserves the best. And we can confidently state that our premium diapers are now just as good as some of the top diaper brands. But, Publix Premium Diapers are available at a much nicer price.

Consumers seem to be responding favorably to the diapers as well. On the blog www.thefulltimemommy.com the writer comments: “…Publix diapers are very great! They are strong, not too puffy and my son likes them too (well i like them for him). Who knew Publix diapers are going to be better than Pampers for us?! And the price is great too. I signed up with baby club when my son was born, i get coupons for Publix diapers every few month and I buy them for a really great price.”

Staying Healthy Under its Nature’s Basket line, Giant Eagle provides parents with a plethora of selections to keep their babies happy. A trend that is still on the rise is natural and organic products. In the private label sector this trend is most evident in food products and wipes. According to “State of the Specialty Food Industry 2009,” a recent report from the National Association for the Specialty Food Trade (NASFT) and Mintel International, baby food is one of the three fastest-growing categories in specialty food right now (Yogurt and Kefir, and Refrigerated Juices and Functional Beverages are the other two). All three categories grew more than 50 percent in sales between 2006 and 2008, with baby food going from $34 million in sales in 2006 to $58 million in 2008 — a remarkable 70 percent increase. According to Mintel’s Global New Product Database, the number of specialty baby food introductions nearly tripled from 2006 to 2007. Private labels are delving into this specialty area by offering organic and natural baby foods. For example, Safeway, Pleasanton, CA, O Organics for Baby line are produced and handled in accordance with all USDA organic standards - without the use of synthetic pesticides, genetic modification, growth hormones or antibiotics. O Organics products are sourced from a variety of carefully selected organic growers using only earth-friendly farming practices. Giant Eagle, Pittsburgh, PA, offers its Nature’s Basket baby food, does not contain genetically modified ingredients and is free of artificial flavors, colors and preservatives. Kroger offers its Naturally Preferred baby food, which contains “only the finest ingredients, straight from the source and free from artificial preservatives and flavorings are used, so you can taste true, natural flavor.”